<![CDATA[This study aims to analyze the implementation of paid ads (Meta Ads) and organic marketing, as well as compare the role of the two in the integrated digital marketing strategy to PT Sugeng Jaya Group's sales. The research uses a mixed method approach with quantitative descriptive and qualitative descriptive methods. Data was obtained through in-depth interviews, observations, documentation, and data analysis of the company's Meta Ads performance and organic marketing. The research variables consisted of Meta Ads (X1), Organic Marketing (X2), and Sales (Y). The results showed that Meta Ads generated a total reach of 27,913 people with a total impression of 42,691 impressions and a budget of IDR 400,471; however, all campaigns recorded ROAS = 0 and a CTR trend that decreased from 1.03% to 0.21%, so that its role was more dominant as brand awareness. Organic marketing through Facebook, Instagram, TikTok, and marketplaces showed organic reach growth of 273.8% in two months and contributed more to building consumer trust. A comparison of the two strategies shows that organic marketing is superior in cost efficiency and reach consistency, while Meta Ads excels in the speed of reach expansion. The two strategies are still running separately so that the potential for integrated digital marketing synergy is not optimal.]]>
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