STRATEGI PEMASARAN DIGITAL PADA PRODUK TEMPE, KOTA SURABAYA

Prameswari Maulidatul Uula, Pawana Nur Indah, Z. Abidin
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引用次数: 1

Abstract

Tempe is a traditional Indonesian food consumed by almost all levels of society. The problem experienced in marketing this product is perishable. This study aims to identify the internal and external factors of marketing tempe producers and evaluate alternative strategies for digital marketing. The method of determining the sample is purposive sampling with 40 respondents. Methods of data analysis using IE analysis, SWOT analysis, and QSPM analysis. The results show in the IE analysis, the position of the company that produces tempe is in quadrant 2 with the use of a marketing system horizontally. The SWOT analysis explains that tempe is located in quadrant 1 with the use of the power possessed to achieve marketing opportunities. QSPM analysis, the highest TAS result is an alternative strategy in the form of consumer convenience in ordering tempe through social media . DOI : https://doi.org/10.33005/adv.v8i2.1843
泗水市TEMPE产品的数字营销策略
丹贝是一种传统的印尼食品,几乎被社会各阶层消费。在销售这种产品时遇到的问题是易腐烂的。本研究旨在找出影响产品行销的内部与外部因素,并评估数位行销的替代策略。样本的确定方法为有目的抽样,共40人。数据分析方法采用IE分析、SWOT分析和QSPM分析。IE分析结果表明,生产tempe的公司的位置在象限2,横向使用营销系统。SWOT分析解释了tempe位于象限1,利用所拥有的权力来实现营销机会。在QSPM分析中,最高的TAS结果是一种替代策略,其形式是消费者通过社交媒体方便地订购tempe。DOI: https://doi.org/10.33005/adv.v8i2.1843
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