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All Journal JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI
Dewi, Ni Luh Ayu Ciptasari
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Agriculture, Biological Sciences & Forestry Chemistry Immunology & microbiology Industrial & Manufacturing Engineering

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Strategi Digital Marketing Dalam Meningkatkan Penjualan Di Goory Coffee And Eatery Dewi, Ni Luh Ayu Ciptasari; Wiranatha, Anak Agung Putu Agung Suryawan; Yoga, I Wayan Gede Sedana; Sadyasmara, Cokorda Anom Bayu
JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI Vol 13 No 3 (2025): September
Publisher : Department of Agroindustrial Technology, Faculty of Agricultural Technology, Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JRMA.2025.v13.i03.p04

Abstract

This study aims to identify key success factors, formulate strategic recommendations to increase sales, and evaluate the implementation results of digital marketing strategies at Goory Coffee and Eatery. Goory Coffee and Eatery faces challenges of fluctuating sales and suboptimal digital marketing strategies. Benchmarking was used to assess the effectiveness of the current digital marketing strategies. The RACE framework (Reach, Act, Convert, Engage) combined with SWOT analysis was employed to evaluate internal and external factors influencing digital marketing. Recommended strategies include enhancing the creativity of social media content, optimizing customer loyalty programs, and utilizing digital advertising more effectively. The findings indicate that marketing through Instagram and TikTok successfully increased audience reach and consumer engagement, contributing to a revenue increase of IDR 49,269,623 per month. However, challenges remain, such as the suboptimal repeat order strategy and the underutilization of paid advertisements (ads).
Co-Authors I W.G. SEDANA YOGA Sadyasmara, Cokorda Anom Bayu Wiranatha, Anak Agung Putu Agung Suryawan