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All Journal JURNAL SAINS PEMASARAN INDONESIA PERFORMA : Media Ilmiah Teknik Industri
Athfal, Muhammad
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Education Engineering Industrial & Manufacturing Engineering

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Designing A Digital Marketing Strategy for Bumbu Instan Noeya Products using Sostac Method Athfal, Muhammad; Wulandari, Sari; Aurachman, Rio
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 3 (2022): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i3.224-247

Abstract

Bumbu Instan Noeya is a SME that is engaged in the culinary field, especially wet instant spices. Bumbu Instan Noeya sells its products through offline stores, supermarkets, and several social media and E-Marketplaces. Since the Covid-19 pandemic broke out in Indonesia, there has been an increase in sales through digital media by 26%, namely on Facebook media, but on other digital media there has been no increase in sales. This happened because the use of digital media on Noeya instant spices has not been optimal. This study aims to design a digital marketing strategy for Bumbu Instan Noeya products using the SOSTAC method which is organized into six stages, namely situation analysis, objective, strategy, tactics, action, and control. In this study, the results of the design of a digital marketing strategy obtained are the creation and optimization of social media (Social media Marketing) as a marketing and sales medium and other strategies, namely Social Media Optimization, Content Marketing, Video Marketing, Podcasts, Influencer Marketing, and User Generated-Content. In addition, Bumbu Instan Noeya is also working with several Instagram accounts that support products produced by MSMEs and will also open an online store through the E-Marketplace platform.
Perancangan Strategi Digital Marketing pada Produk Bumbu Instan Noeya Menggunakan Metode Sostac Athfal, Muhammad; Wulandari, Sari; Aurachman, Rio
Performa: Media Ilmiah Teknik Industri Vol 21, No 2 (2022): Performa: Media Ilmiah Teknik Industri
Publisher : Industrial Engineering, Faculty of Engineering, Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/performa.21.2.56412

Abstract

Bumbu Instan Noeya merupakan UKM yang bergerak dibidang kuliner khususnya bumbu instan basah. Bumbu Instan Noeya menjual produknya melalui toko offline, swalayan serta beberapa media sosial dan E-Marketplace. Sejak pandemi Covid-19 mewabah di Indonesia, terjadi peningkatan penjualan melalui media digital sebesar 26% yaitu pada media Facebook, namun pada media digital lainya tidak mengalami peningkatan penjualan. hal tersebut terjadi karena penggunaan media digital yang dimiliki oleh bumbu instan noeya belum optimal. Penelitian ini bertujuan untuk merancang strategi digital marketing pada produk Bumbu Instan Noeya menggunakan metode SOSTAC yang disusun ke dalam enam tahapan yaitu situation analysis, objective, strategi, tactics, action, dan control. Pada penelitian ini didapatkan hasil rancangan strategi digital marketing yaitu pembuatan dan pengoptimalan sosial media (Social media Marketing) sebagai media pemasaran dan penjualan dan strategi lainya yaitu Social media Optimization, Content Marketing, Video Marketing , Podcast, Influencer Marketing dan User Generated Content. Selain itu Bumbu Instan Noeya juga bekerja sama dengan beberapa akun Instagram yang mendukung produk yang dihasilkan oleh UMKM dan juga akan membuka toko online melalui platform E-Marketplace.
Co-Authors Rio Aurachman Sari Wulandari