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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA) Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Prosiding Seminar Nasional Ilmu Sosial dan Teknologi (SNISTEK)
Tussi Sulistyowati
Universitas Putera Batam
Aerospace Engineering Arts Computer Science & IT Economics, Econometrics & Finance Social Sciences Other

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OPTIMASI STRATEGI PEMASARAN DIGITAL PADA UMKM UCI GARDEN Tussi Sulistyowati; Nur Elfi Husda
Proceeding National Conference Business, Management, and Accounting (NCBMA) 6th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Pandemi Covid-19 telah memukul perekonomian Indonesia, termasuk Usaha Mikro, Kecil, dan Menengah (UMKM). Survei menunjukkan bahwa sebagian besar UMKM mengalami penurunan penjualan. Selain itu, perilaku konsumen juga berubah menjadi lebih mengandalkan belanja online. Pemasaran digital menjadi alternatif yang baik bagi UMKM untuk menjangkau pasar yang lebih luas dengan biaya yang terjangkau. Namun, pemasaran digital memerlukan personel yang memiliki keterampilan digital, dan perusahaan harus menciptakan pengalaman pelanggan yang inovatif melalui strategi pemasaran yang khusus. Studi kasus dilakukan pada UMKM Uci Garden yang mengalami penurunan penjualan tanaman hias pada masa pasca pandemi Covid-19, dan penulis merumuskan strategi pemasaran SOSTAC yang tepat bagi UMKM tersebut untuk meningkatkan penjualannya.. Untuk itu dalam penelitian ini peneliti melakukan analisa mengenai pemasaran digital tanaman hias dengan menggunakan analisa SOSTAC yang diterapkan oleh UMKM Uci Garden. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif kualitatif. Kesimpulan dari penelitian ini adalah website www.ucigarden.com masih perlu ditingkatkan performanya dalam menarik perhatian pengunjung dengan memperkaya konten yang ditawarkan. Performance akun Facebook sudah cukup baik namun dapat lebih ditingkatkan lagi. Sementara itu, Instagram Ucibatamflora dapat meningkatkan daya tarik postingannya agar dapat menarik pengunjung yang bukan follower, sehingga memperluas jangkauan pengaruh akun Instagram tersebut. Dalam hal pemasaran digital, penggunaan Google Analytics, Facebook, dan Instagram dapat membantu UMKM seperti Uci Garden dalam mengukur performa dan memperbaiki strategi pemasaran digitalnya.
Optimizing Marketing Strategies and Brand Image with SOSTAC: A Study of ZETTAMIND STUDIOS Jupriyatmoko Jupriyatmoko; Tussi Sulistyowati; Nur Elfi Husda
CoMBInES - Conference on Management, Business, Innovation, Education and Social Sciences Vol. 4 No. 1 (2024): The 4th Conference on Management, Business, Innovation, Education and Social Sc
Publisher : Universitas Internasional Batam

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Abstract

This research utilizes the SOSTAC methodology to tackle Zettamind Studios' social media challenges. Beginning with Situation Analysis, it decodes the current landscape through meticulous customer and competitor scrutiny. Framed within the 5S framework, the objectives aim at cinema-goers, IMDb ratings, and post-film social media growth. Strategy emphasizes nationwide cinema distribution, influencer collaborations, and service planning. Tactics deploy flexible, short-term goals in digital marketing. The comprehensive SOSTAC strategy ensures a targeted social media presence, aligning with audience preferences. The findings provide actionable insights, and recommendations guide Zettamind Studios toward a more impactful and adaptive digital presence.
Analisis Implementasi Strategi Pemasaran Digital dengan Pendekatan Model SOSTAC di Universitas Putera Batam Tussi Sulistyowati; Nur Elfi Husda
Prosiding Vol 5 (2023): SNISTEK
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/psnistek.v5i.8062

Abstract

Digital marketing has become a crucial element in the marketing strategy of higher education institutions. This research, adopting a qualitative descriptive research approach and conducted on September 2-3, 2023, aims to provide an in-depth understanding of the practical application of the SOSTAC Model within the framework of Universitas Putera Batam. The research results indicate that the social media performance of Universitas Putera Batam is excellent. On YouTube, there are 428 videos ranking first in terms of video content quantity, along with 1,970 subscribers ranking third among private universities in the Riau Islands. On Instagram, there are 2,887 posts and 11,400 followers, while the Facebook account has 7,500 likes and 7,900 followers, demonstrating excellent performance across all platforms. To enhance engagement, Universitas Putera Batam can take several strategic steps. On the YouTube channel, they can create more informative content that piques the interest of prospective students, such as admission announcement videos. On Instagram, the focus can be directed towards increasing the number of likes by organizing contests or campaigns involving followers to boost engagement. Meanwhile, on Facebook, it is crucial to respond promptly to comments and follower messages and consider sharing more diversified content to improve user interaction. By leveraging the SOSTAC Model and continuously monitoring digital media performance, Universitas Putera Batam can maximize the impact of digital marketing strategies in achieving marketing goals and maintaining attractiveness in the competitive higher education market.
Co-Authors Husda, Nur Elfi Jupriyatmoko Jupriyatmoko