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All Journal Jurnal Wanita dan Keluarga E-Jurnal Manajemen Trisakti School of Management (TSM)
NDINI, AYU SEKAR
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Humanities Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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STRATEGY ANALYSIS “LAGOON AVENUE MALL” TOWARDS SDG 5 TARGET: (Case Study at Lagoon Avenue Mall Sungkono Surabaya) NDINI, AYU SEKAR; MULYASARI AGUSTINI, PRIMA
E-Jurnal Manajemen Trisakti School of Management (TSM) Vol. 4 No. 2 (2024): E-Jurnal Manajemen Trisakti School of Management (TSM)
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/ejmtsm.v4i2.2461

Abstract

This research focuses on analyzing the digital marketing strategy implemented by Lagoon Avenue Mall Sungkono Surabaya to achieve the SDG 5 target, which focuses on women's empowerment. By using a qualitative approach, this research aims to explore and understand in depth the strategies that have been implemented by Lagoon Avenue Mall internal parties in order to increase sustainable development by strengthening the role of women in this context. Primary data for this research was obtained through in-depth interviews with internal parties at Lagoon Avenue Mall Sungkono Surabaya as well as parties from the community or event organizers who had collaborated in organizing events at the mall. By combining internal and external perspectives, this research produces a comprehensive understanding of the digital marketing strategies that have been implemented as well as the challenges faced by Lagoon Avenue Mall in achieving SDG 5 goals. The results of the analysis show that although Lagoon Avenue Mall Sungkono Surabaya has implemented several successful strategies , such as targeting specific market segments and focusing on developing events in malls, there are still several areas that require improvement. For example, a lack of precision in defining target audiences and evaluating campaign performance can reduce the effectiveness of their marketing efforts. Apart from that, less interesting content and low user engagement are also obstacles in achieving marketing goals. Other challenges include administrative issues related to rental contracts, uncertainty about the non-financial benefits of collaboration, and competition with other malls or events in the area. This research provides valuable recommendations for Lagoon Avenue Mall Sungkono Surabaya to improve their digital marketing strategy to support the achievement of SDG 5 targets, especially regarding women's empowerment. By improving existing strategies and overcoming the challenges faced, it is hoped that Lagoon Avenue Mall can be more effective in contributing to sustainable development and achieving the goals set in the SDG agenda.
Digital Marketing Strategy Analysis “Lagoon Avenue Mall” Towards Sustainable Development Goals 5 Target Ndini, Ayu Sekar
Jurnal Wanita dan Keluarga Vol 5 No 2 (2024): Desember 2024
Publisher : Pusat Studi Wanita dan Keluarga UGM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jwk.16450

Abstract

This study examines the digital marketing strategy of Lagoon Avenue Mall Sungkono Surabaya in promoting Sustainable Development Goal 5 (SDG 5), focusing on women's empowerment. Employing a qualitative approach, the research delves into the strategies implemented by the mall's internal team and insights from community partners and event organizers who have collaborated with the mall. The combination of internal and external perspectives provides a comprehensive view of the digital marketing efforts and the challenges faced in achieving SDG 5. The findings indicate that while Lagoon Avenue Mall has succeeded in targeting specific market segments and developing mall-based events, several areas require enhancement. Challenges include imprecise audience targeting, inadequate campaign performance evaluation, lackluster content, and low user engagement. Administrative issues related to rental contracts, uncertainty about non-financial collaboration benefits, and competition from other malls also pose significant obstacles. The study offers actionable recommendations for improving the digital marketing strategy to better support SDG 5 goals, particularly in empowering women. By refining these strategies and addressing the identified challenges, Lagoon Avenue Mall can more effectively contribute to sustainable development and meet the objectives of the SDG agenda.
Co-Authors Prima Mulyasari Agustina