ANALISIS STRATEGI DIGITAL MARKETING PADA ALMEERA ATELIER

• Main Author: Dini Hajah Nur, - (Author)
• Format: Book
• Published: 2022-08-03.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/80572/8/S_KWU_1806724_Title.pdf; http://repository.upi.edu/80572/3/S_KWU_1806724_Chapter1.pdf; http://repository.upi.edu/80572/4/S_KWU_1806724_Chapter2.pdf; http://repository.upi.edu/80572/5/S_KWU_1806724_Chapter3.pdf; http://repository.upi.edu/80572/6/S_KWU_1806724_Chapter4.pdf; http://repository.upi.edu/80572/7/S_KWU_1806724_Chapter5.pdf; http://repository.upi.edu/80572/1/S_KWU_1806724_Apendix.pdf
• Keywords: L Education (General)

Digital marketing adalah kegiatan promosi dan pencarian pasar melalui media digital secara online dengan memanfaatkan berbagai sarana misalnya jejaring sosial, sementara strategi digital marketing diperlukan untuk memaksimalkan potensi kegiatan pemasaran digital yang telah diterapkan. Setiap pengusaha dan perusahaan memiliki strategi digital marketing yang berbeda disesuaikan dengan tujuan dan kebutuhan yang hendak dicapai. Almeera Atelier pernah menggunakan strategi digital marketing jenis email marketing activities melalui Google Mail dan broadcast message melalui media sosial WhatsApp namun kurang optimal karena, tidak sesuai dengan target pasar atau target sasaran perusahaan. Serta hasil yang didapat kurang memuaskan. Terdapat kendala dalam pemasaran digital perusahaan yaitu tidak adanya pembaruan strategi digital marketing yang disesuaikan dengan target pasar Almeera Atelier. Dampak yang ditimbulkan adalah turunnya interaksi antara Almeera Atelier dan pelanggan, serta merambat pada inkonsistensi atau naik turunnya penjualan dalam Almeera Atelier. Tujuan penelitian ini untuk membantu mengoptimalkan strategi digital marketing yang diterapkan agar tepat sasaran dan lebih efisien. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Pengumpulan data menggunakan wawancara terbuka dan terstruktur melalui media video call yaitu aplikasi Zoom Meeting yang didukung oleh data dari Almeera Atelier. Berdasarkan hasil analisis, peneliti menyimpulkan bahwa strategi digital marketing yang dapat Almeera Atelier gunakan adalah optimasi akun social media melalui WhatsApp, Instagram dan TikTok. Digital marketing is a promotional activity and market search through digital media online by utilizing various means such as social networks, while digital marketing strategies are needed to maximize the potential of digital marketing activities that have been implemented. Every entrepreneur and company has a different digital marketing strategy tailored to the goals and needs to be achieved. Almeera Atelier has used a digital marketing strategy, such as email marketing activities through Google Mail and broadcast messages via WhatsApp social media, but it is not optimal because it is not in accordance with the target market or company targets. And the results obtained are not satisfactory. There are obstacles in the company's digital marketing, namely the absence of digital marketing strategy updates that are tailored to Almeera Atelier's target market. The impact is a decrease in the interaction between Almeera Atelier and customers, as well as inconsistencies or ups and downs in sales in Almeera Atelier. The purpose of this research is to help optimize the applied digital marketing strategy to be on target and more efficient. This research is a descriptive research with a qualitative approach. Data collection uses open and structured interviews through video call media, namely the Zoom Meeting application which is supported by data from Almeera Atelier. Based on the results of the analysis, the researcher concludes that the digital marketing strategy that Almeera Atelier can use is optimization of social media accounts through WhatsApp, Instagram and TikTok.