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All Journal UG Journal Jurnal Ilmiah KOMPUTASI Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Ilomata International Journal of Management International Journal Science and Technology (IJST) Prosiding SeNTIK STI&K
Guntur Eka Saputra
Universitas Gunadarma
Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Languange, Linguistic, Communication & Media Social Sciences

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Analysis Of The Digital Marketing Strategy Of Healthy Juice In Ulul Ilmi Msmes Using NVIVO Armaini Akhirson; Rehulina Apriyanti; Sri Riswanti; Guntur Eka Saputra; Robert Managem Tua
Ilomata International Journal of Management Vol. 6 No. 1 (2025): January 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i1.1407

Abstract

This study aims to evaluate the digital marketing strategy for Healthy Juice products in Ulul Ilmi MSMEs with a SWOT analysis method supported by NVivo software. The data used in this study was obtained from primary sources, namely the interviews and observations of Ulul Ilmi MSME owners, and secondary data from the results of the collection of media articles related to this research. Using NVivo facilitates secondary data analysis in media articles relevant to digital marketing topics, allowing for more in-depth identification of patterns and themes—data analysis techniques to identify data and digital marketing strategies using the SWOT Matrix. The findings from this research analysis indicate that Ulul Ilmi MSMEs have the main strengths in product quality and the ability to innovate, which can be used to expand market reach through digital strategies. Significant opportunities are found in the increasing health trends among the public and the ease of access to marketing through digital platforms. However, this research also reveals weaknesses in mastery of digital technology and the threat of increasingly fierce competition. By utilizing NVivo, this study successfully identified digital marketing strategies that MSMEs can implement to optimize market potential and strengthen competitiveness.
Co-Authors Abdurrahman Adam Rozaq Sobari Aditya Putera Ramadhana Adrian Faisal Ahmad Apandi Ahmad Mawardi Hakim Annisa Umulfath Armaini Akhirson Edwyn Pratama Elbi Wiseno Elbi Wiseno Haikal Ardikatama Hasyyati Badzlina Romdo Josephine Haneta Excelentia Savitri Dinarbrata Karmilasari Lasminiasih Lasminiasih Manfred Michael MM SKom Fivtatianti Hendajani Muhammad Afdhan Firdausa Setiawan Muhammad Haikal Rakhmi Khalida Ratu Nurmalika Rehulina Apriyanti Robert Managem Tua Rooswhan Budhi Utomo Rooswhan Budhi Utomo Shahnazia Amaly Sinatrio Bimo Wahyudi Sri Riswanti Tangguh Destio Pramono