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Journal : International Journal Administration, Business

Digital Marketing Mix Strategy of Klinik Pratama Asera Cantika Sumbawa Pradnyana, I Gde Yoghie; Rohendi, Aceng; Widjaja, Yani Restiani
International Journal Administration, Business & Organization Vol 6 No 2 (2025): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.25.538

Abstract

The digital era has brought significant changes to marketing strategies, including in the healthcare sector. Klinik Pratama Asera Cantika Sumbawa faces increasingly intense competition, requiring effective marketing strategies to enhance competitiveness and attract more patients. This study aims to analyze the implementation, challenges, and solutions of digital marketing mix strategies to attract and retain customers at Klinik Pratama Asera Cantika Sumbawa. This research employs a qualitative approach using observation and focused interviews. The study's informants include the marketing team and social media team of Klinik Pratama Asera Cantika Sumbawa. The researcher focuses on the implementation of the P-based digital marketing mix strategy, as well as the factors that hinder and support its success in reaching the target market. The findings indicate that Klinik Pratama Asera Cantika Sumbawa has comprehensively implemented the digital marketing mix strategy using the P approach, covering product, price, place, promotion, process, people, and physical evidence. However, internal challenges such as budget constraints in marketing communication, difficulties in building customer loyalty due to intense competition, and accessibility and service convenience issues remain major obstacles in optimizing digital strategies. To address these challenges, the clinic has adopted various solutions, including online consultation systems, social media and influencer-based promotional strategies, and improvements in facilities and services to enhance customer experience. By implementing more focused and adaptive strategies, the clinic aims to strengthen its competitive advantage and maintain customer loyalty amid the increasingly competitive beauty industry.
Co-Authors ,, Purwadhi A. Rohendi, A. Ade Mubarok Adnan Ginanjar Agustina Araufi Ahmad Ahmad Ali Amran Ali Amran Andhita Dian Dini Andi Karisma Anggun Desilia Apriana Clara Ardanti, Rizkia Ima Arumjati, Vernilina Oktaeighta Arumjati, Vernillina Oktaeighta Aryo Wibisono Asriansyah Asriansyah As’ady, BJ. Azmy Awwalunisa Aprilia Wijaya Ayomi, Anasthasia F M Bagenda, Wahyuddin Bayu Wahyudi Budijono, Rudy Catur Martian Fajar Cecep Darmawan, Cecep Chitrayuni, Wilsa Dasrun Hidayat Deden Edwar Yokeu Bernardin Destyoningtyas, Rizki Ashary Dewi, Nyoman Nila Dhea Indriani Dhea Indriani Dhian Tyas Utami Dimyati, Ferry Dwinta Mulyanti Eduardus Raditya Kusuma Putra Emanuela, Febrina Endah Pujiastuti Eneng Kamelia Erliany Syaodih Ermiati Ermiati Fanny Fardiyani Fatimah, Jardinia Dian Fauzan Febi Dwi Jayanti Rahmat Febi Dwi Jayanti Rahmat, Febi Dwi Jayanti Febrina Emanuela Feronica Melinda Muskitta Firdaus, Arsya Firdausa, Kiko Erynio Fitriasari, Nur Gani Nurdiyana Ginting, Agustina Br. Habibie, Ariyanto Hakim, Bagus Lukman Hapa, Maria Hapid, Reza Heni Rohaeni Heni Rohaeni Herlina, Nina - Hidayati, Wida Humaera, Namira Nita Indah Dwi Mentari Indah, Sonia Fillahi Irawati, Irfa Irma Sri Widhiyanti Irpan Nugraha Irpan Nugraha, Irpan J. Junius Juliana, Dewi Sri Junius, J. Karlinawati, Ni Made Devi Santi Kusharini, Omitta Yuliastuti Langingi, Gerald Hendriks Larasati Larasati Lestari, Nike Dwi Putri Lia Mirawati Lidwina Kasiani Meylina Lukas, Denny Christian M. Rizal Fauzi Maharani, Ardelia Maharani, Dessy Mahardika, Yudia Mahmudah, Nisa Makmur, Afifah Idelma Manik, Sitti Lolo Sundari Margaretna, Nur Fitri Marlena, Ena Masuni, Evi Mayang Wulandari Mayang Wulandari Mochamad Reza Nanda Eka Putri Nanda Sari, Dhiastika Niluh Dewi Ratnasari, Niluh Dewi Nining Handayani Nisa Mahmudah Novita Serliana, Novita Novriyanti, Tika Nurdiyana, Gani Nurhalisa Putri Nurhidayati, Ira Nurwijayanti Octavyani, Yanti P. Purwadi P. Purwadi Pangihutan, Reymond Pattinasarany, Alfadesta Hermon Perdana, Noor Roziq Ghulam Pertiwi, Shanti Asih Pipang Patasik, Kevin Pradnyana, I Gde Yoghie Pratomo, Nugroho Rizki Purwadhi Purwadhi Purwadhi Purwadhi Purwadhi Purwadhi Purwadhi Purwadi, P. Putra, Eduardus Raditya Kusuma Putra, Kevin Aldio Putri, Novia Ayu Wijayantis Susanto Putri, Nurhalisa Putriasni, Chyntia Qohardita, Risa Rachmawati, Amalia Rahmat Ilham Rahmayati, Anisa Ratnawati, Yeni Raysha Ramadhani Reymond Pangihutan Rhomadon, Wahyu Rian Andriani, Rian Rifa Adhiani, Waode Rilistyawati, Nabila Distiara Riswanda, Jhon Rohendi, Aceng Rohendi, H.A ROHMAH, FAIZATUR Rosianti Rosidawati Wiradirja, Imas Ruth Alexandra Sahidillah Nurdin Sandi, Ghaniy Prima Satriya, Guntur Seso Sulijaya Suyono Setiati Putri, Paramita Indah Setyagraha, Javan Agustian Silvania, Grace Ayu Sinta Rosmaini Siti Nuryanti Sri Widya Astuti, Baiq Sroyer, Beatrik Yunike Yulanda Sudarman, Brillianty Putrisari Sukajie, Bambang Suyono, Seso Sulijaya Thalia, Thalia Tri Lestari Triyono, Alfian Heri Tunggadewi, Ni Putu Tania Nadyanti Umchudloh, Umchudloh Viany, Viany Wentinusa, Stella Maria Widodo, Ayudisty Ristika Kusumawardhani Wijaya, Awwalunisa Aprilia Wildan Witarsih, Silvia Witri, Repelita Wydaswara, Mita Yaniawati, Poppy Yasa, Sang Made Agus Wira Nugraha Yogiyopranoto, Muhammad Yongki Hadinata Wijaya Yudia Mahardika Yunita, Dian Zalmah Zivana, Fidela Hanan