<![CDATA[This study analyzes the digital marketing management of Arba Digital Global by mapping internal and external factors using the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS), focusing on the marketing of geronggang oil products through marketplaces. A descriptive qualitative approach with a case study design was employed. Initial data were obtained through observations of the Shopee store display, documentation of account appearances, identification of promotional activities, and strategic assessments of strengths, weaknesses, opportunities, and threats. The mapping results indicated an internal strength of 1.74 and a weakness of 1.02, yielding an IFAS score of 2.76 with an internal coordinate of +0.72. For external factors, opportunities were valued at 1.92 and threats at 0.84, resulting in an EFAS score of 2.76 with an external coordinate of +1.08. This positioning places Arba Digital Global in Quadrant I (Growth/Progressive), recommending an SO strategy. Priorities for digital marketing management include enhancing social commerce, optimizing video content, utilizing affiliates, developing CRM, diversifying product bundling, and employing analytics to measure performance.]]>
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