Implementasi Metode SOSTAC Pada Strategi Digital Marketing Di UMKM Coklat VIP Pontianak

Adiyath Randy Yudi Mamase; Asri  Hidayati; Magdalena Depriyani

doi:10.22437/jiseb.v27i02.38454

Penulis

Adiyath Randy Yudi Mamase Politeknik Negeri Pontianak
Asri Hidayati Politeknik Negeri Pontianak
Magdalena Depriyani Politeknik Negeri Pontianak

DOI:

https://doi.org/10.22437/jiseb.v27i02.38454

Kata Kunci:

Digital Marketing, Innovation, MSMEs, SOSTAC,Strategy

Abstrak

Penelitian ini bertujuan untuk mendesain model metode SOSTAC dan implementasinya dalam mempromosikan bisnis melalui digital marketing di UMKM Coklat VIP sehingga dapat memperluas pemasaran dan meningkatkan profitabilitas. Konsep dalam penelitian ini adalah metode SOSTAC. Dalam metode SOSTAC terdapat 6 siklus yaitu Situation analysis, Objectives, Strategy, Tactics, Actions, Control. Pada penelitian ini penulis menggunakan metode penelitian yang meliputi teknik pengamatan (observasi), teknik wawancara (interview), dokumentasi, dan studi pustaka. Dari hasil tes yang telah dilakukan pada penelitian ini maka dapat disimpulkan bahwa dengan biaya yang dikeluarkan untuk melakukan kampanye di facebook dan Instagram yang ekonomis sebesar Rp. 3.600.000, dalam periode 3 bulan dapat menghasilkan profit pertumbuhan jangkauan pada sosial media UMKM Coklat VIP sehingga pemasaran menjadi lebih luas dan meningkatnya profitabilitas dengan jangkauan postingan total pada Facebook sebesar 214.635 orang dan jangkauan postingan total pada Instagram sebesar 582.301 orang. Pada interaksi postingan total pada Facebook sebesar 1.362 orang dan interaksi postingan total pada Instagram sebesar 2.615 orang. Serta pengikut halaman total pada Facebook sebesar 20 orang dan pengikut halaman total pada Instagram sebesar 705 orang.

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