<![CDATA[This study aimed to analyze the existing digital marketing practices of UC Silver & Gold Bali and develop a digital marketing transformation strategy using the SOSTAC framework to improve customer engagement and strengthen the company's competitive position. A qualitative descriptive case study was conducted. Data were collected through in-depth interviews, direct observations, and document analysis involving purposively selected stakeholders. The data were analyzed using the SOSTAC framework, and validity was ensured through source and method triangulation. The findings indicated that UC Silver & Gold Bali had established a digital presence through its website and Instagram; however, its digital marketing activities remained fragmented and predominantly promotional. The proposed strategy emphasized cultural storytelling, interactive content, social commerce integration, and KPI-based performance measurement using the 5S framework. The SOSTAC framework provided a systematic approach for transforming fragmented digital marketing activities into an integrated and measurable strategy. This study was limited to a single case company, which may restrict the generalizability of the findings. This study contributed by extending the application of the SOSTAC framework to the jewelry industry through the integration of cultural heritage, customer engagement, and performance measurement into a structured digital marketing strategy]]>
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