Implementasi Strategi Pemasaran Digital Dalam Meningkatkan Penjualan Dengan Pendekatan Analisis SWOT pada PT. Zamzam Karya Sejati
DOI:
https://doi.org/10.31851/jmwe.v22i2.19512Abstract
ABSTRAK
Studi ini bertujuan untuk mengevaluasi penggunaan taktik dalam pelaksanaan pemasaran digital berbasis pendekatan SWOT di PT ZamZam Karya Sejati untuk meningkatkan penjualan produk dan mempertahankan keberlanjutan usaha di tengah tantangan persaingan yang dinamis. Penelitian ini menggunakan metode kualitatif deskriptif dengan memanfaatkan observasi, wawancara, serta pengumpulan dokumen sebagai teknik utama dalam memperoleh data. Wawancara dilakukan dengan pemilik, tim pemasaran, dan karyawan sebagai sumber data utama. Hasil studi menunjukkan bahwa PT ZamZam Karya Sejati berada pada Kuadran I dalam analisis SWOT, yang menandakan posisi strategis dengan kekuatan internal yang kuat dan peluang eksternal yang besar. Rekomendasi yang dihasilkan meliputi penerapan strategi agresif, seperti memanfaatkan kualitas produk, kemasan menarik, serta memperluas jangkauan pasar melalui platform digital dan pameran UMKM. Dengan langkah-langkah tersebut, perusahaan diharapkan mampu meningkatkan performa penjualan dan mempertahankan daya saing di pasar.
Kata Kunci: Strategi Pemasaran Digital, Analisis SWOT, Meningkatkan Penjualan.
ABSTRACT
This study aims to assess the application of strategies in implementing digital marketing using a SWOT-based approach at PT ZamZam Karya Sejati to boost product sales and sustain business continuity amid dynamic market competition. A descriptive qualitative method was employed, utilizing observation, interviews, and document collection as primary data-gathering techniques. Interviews were conducted with the owner, marketing team, and employees as key data sources. The findings reveal that PT ZamZam Karya Sejati occupies Quadrant I in the SWOT analysis, indicating a strategic position with strong internal strengths and significant external opportunities. The recommendations include adopting aggressive strategies such as leveraging product quality, utilizing attractive packaging, and expanding market reach through digital platforms and MSME exhibitions. These measures are expected to enhance sales performance and maintain market competitiveness.
Keywords : Digital Marketing Strategy, SWOT Analysis, Increase Sales.
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