Implementasi Strategi Digital Marketing Dalam Meningkatkan Omset Ditinjau Dari Pendekatan Analisis SWOT Pada UMKM XYZ

Abstract

Implementation of Digital Marketing Strategy in Increasing Turnover Using a SWOT Analysis Approach in XYZ UMKM. This research aims to find out how MSME XYZ, which is engaged in selling cleaning soap and shoe freshener, uses digital marketing strategies to increase turnover using SWOT analysis. The aim of this research is to find out how MSME XYZ uses digital marketing strategies to develop its business by promoting products that can increase its sales turnover, which is measured using SWOT analysis. Primary data and secondary data are data sources. Data collection methods through observation and interviews. The results of this research show that the implementation of digital marketing strategies increases turnover through social media platforms such as WhatsApp, Instagram, Shopee, and Tiktok. The IFAS Matrix received a score of 2.675, which shows that internal factors are very strong, and the EFAS Matrix scored 3.075, which shows that they have responded well to opportunities and threats. The SWOT matrix finds strategies to exploit opportunities with internal factors and face threats with internal factors.