Implementasi SWOT Digital Marketing Dalam Meningkatkan Penjualan “Show Bakso Malang” di Era New Normal

  • Irawan Budi Prasetyo STIE Malangkucecwara Malang
  • Rina Irawati STIE Malangkucecwara
Keywords: Digital Marketing, SME’s, SWOT Analysis

Abstract

Abstract

The purpose of this study is to determine the internal environmental factors and external environmental factors that are strengths, weaknesses, opportunities and threats in digital marketing, as well as to identify strategies that can be done to increase sales. The object of the research is the Bakso Show, which is a culinary SME that has just been established in Malang. The type of research is descriptive qualitative research with SWOT analysis technique. The technique of checking the validity of the data is using the triangulation technique. The IFAS weighting result is 0.578 and the EFAS weighting result is 0.4625. Both have positive values. The position of Show Bakso’s SWOT is in quadrant 1, namely Progressive. SWOT analysis produces four strategic perspectives, namely SO (Strength-Opportunities), WO (Weakness-Opportunities), ST (Strength-Threats), and WT (Weakness-Threats). Generally, there are 15 digital marketing strategies that can be implemented to increase sales at Show Bakso.

References

Batu, Reminta Lumban, Tiar Lina Situngkir, Indah Krisnawati, Sherliana Halim. 2020. Pengaruh Digital Marketing Terhadap Online Purchase Decision pada Platform Belanja Online Shopee. Jurnal Ekonomi dan Bisnis Vol 18, No 2.
Dewangga, Rajive. 2021. UMKM Kuliner Harus Kuasai Digital Marketing. https://edukasiempatnol.com/pelaku-umkm-kuliner-harus-kuasai-digital-marketing/ (28 September 2021).
Febriyantoro, Mohammad Trio dan Debby Arisandi. 2018. Pemanfaatan Digital Marketing Bagi UMKM Pada Masyarakat Ekonomi Asean. Jurnal Manajemen Dewantara, Vol 1 No 2.
Gumilang, Risa Ratna. 2019. Implementasi Digital Marketing terhadap Peningkatan Penjualan Hasil Home Industri. Coopetition : Jurnal Ilmiah Manajemen Vol 10, no 1.
Harahap, Delila Fitri dan Wahit Hasim. 2021. Implementasi SWOT Strategi Pemasaran Online pada Counter Supercell di Kecamatan Rimbo Bujang Kabupaten Tebo. Jurnal Manajemen Sain, Vol 1, No 1, Januari 2021 (Januari 2, 2022)
Haryanti, Sri, Bambang Mursito, Sudarwati. 2021. Analisis Strategi Pemasaran Digital untuk Meningkatkan Penjualan Produk Batik pada PT Danar Hadi Surakarta. Penelitian Dipublikasikan.
Kemenkop. 2021. Terhubung Secara Digital, UMKM Sektor Kuliner Tetap Bertahan di Saat Pandemi. https://kemenkopukm.go.id/read/terhubung-secara-digital-umkm-sektor-kuliner-tetap-bertahan-di-saat-pandemi (28 September 2021)
Kristanto, Titus, Wahid Maulana Hadiansyah, Muhammad Nasrullah, Amanda Amalia, Erlin Yuli Anggraini, Ainurrohman Firmansyah. 2020. Strategi Pemasaran Digital Dalam Peningkatan Mahasiswa Baru Menggunakan Analisis SWOT. Jurnal Multinetic Vol 6, No 2.
Nurmansyah, Abdul Ahmad Hafidh. 2021. Pemanfaatan Digital Marketing pada UMKM Industri Kuliner di Kota Cimahi. Penelitian dipublikasikan.
Nurcahyani, Ida. 2021. Kreatif Kembangkan Bisnis Kuliner Kekinian. https://www.antaranews.com/berita/2369154/kreatif-kembangkan-bisnis-kuliner-kekinian (28 September 2021).
Pradipta, Bayu Adhytia. 2021. Pengertian UKM, Contoh, Serta Perbedaannya dengan UMKM. https://www.bhinneka.com/blog/pengertian-ukm-adalah/ (28 September 2021).
Rengganawati, Hana, Yuyun Taufik. 2020. Analisis Pelaksanaan Digital Marketing pada UMKM Tahu Rohmat di Kuningan. Komversal: Jurnal Komunikasi Universal Vol 6 NO 1.
Sulaksono, Juli dan Nizar Zakaria. 2020. Peran Digital Marketing bagi UMKM Desa Tales Kabupaten Kediri. Generation Journal, Vol 4 No 1.
Swastha, B. 2020. Manajemen Penjualan (Ketiga). BPFE-YOGYAKARTA.
Yuda, Alfi. 2021. Pengertian Digital Marketing, Tujuan, Jenis, Manfaat, Langkah Memulai dan Strategi yang Perlu Dikuasai. https://www.bola.com/ragam/read/4525595/pengertian-digital-marketing-tujuan-jenis-manfaat-langkah-memulai-dan-strategi-yang-perlu-dikuasai(28 September 2021).
Published
2022-03-28
How to Cite
Irawan Budi Prasetyo, & Rina Irawati. (2022). Implementasi SWOT Digital Marketing Dalam Meningkatkan Penjualan “Show Bakso Malang” di Era New Normal. Bulletin of Management and Business, 3(1), 237-247. https://doi.org/10.31328/bmb.v3i1.194
Section
Article Text