Strategi Pemasaran Melalui Media Sosial
Studi Kasus Pada Isma Ayam Penyet
DOI:
https://doi.org/10.70021/csp.v4i2.267Keywords:
Marketing Strategy, Social MediaAbstract
This research aims to analyze the social media marketing strategies used by Isma Ayam Penyet and provide recommendations for development based on field findings. This research is a qualitative study with a case study approach involving in-depth interviews. The analysis results show that Isma Ayam Penyet implements three main strategies, namely marketing through Facebook with simple content, word-of-mouth marketing, and WhatsApp for delivery services. It has been proven that these strategies increase brand awareness and expand market reach, but they have limitations in terms of content variation and platform diversification. Based on this analysis, this research suggests enhancing digital marketing effectiveness by developing a multi-platform strategy, improving content quality, and optimizing customer engagement
References
opportunities of Social Media. Business Horizons, 53(1), 59–68.
Kotler, & Keller. (2016). Marketing management 15th global edition (Global). Harlow: Pearson Education Limited.
Kotler, P., & Keller. (2022). Marketing Management Sixteenth (16th ed.) (16thed ed.). United Kingdom: Pearson Education Limited.
Rusyadi, & Abubakar. (2017). Manajemen Pemasaran. Bnadung:Alfabeta.
Ryan. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Sindhuja, P. (2022). Assessment of Digital Marketing Technologies using TOPSIS Method. International Journal of Scientific Research in Engineering and Management (IJSREM).
Solomon, M. R. , & T. T. L. (2017). Social media marketing. Social Media Marketing, 1–448.
Sugiyono. (2020). Metode Penenlitian Kualitatif. Bandung: Alfabeta.
Wati, Prasetyo Andi, Martha, & Indrawati. (2020). Peningkatan keterampilan pemasaran melalui pelatihan whatsapp business pada UMKM. Dedication: Jurnal Pengabdian Masyarakat, 4(2), 137–148.
