Penerapan Strategi Pemasaran Digital Menggunakan Metode Sostac UMKM Kerudung Cicalengka Kabupaten Bandung
DOI:
https://doi.org/10.37385/msej.v5i2.4849Keywords:
Situasi, objektif, strategi, taktik, aksiAbstract
Penelitian ini menginvestigasi penerapan Metode SOSTAC dalam strategi pemasaran UMKM Kerudung Cicalengka. Metode SOSTAC adalah kerangka kerja yang terdiri dari enam tahapan, yaitu Situational Analysis, Objective, Strategy, Tactic, Action, dan Control. Tujuan penelitian ini adalah untuk memahami bagaimana penerapan Metode SOSTAC dapat membantu UMKM Kerudung Cicalengka dalam meningkatkan efektivitas pemasaran mereka. Pendekatan penelitian yang digunakan adalah studi dokumentasi dan observasi, dengan data yang dianalisis secara deskriptif. Hasil penelitian menunjukkan bahwa penerapan Metode SOSTAC memberikan struktur yang sistematis dalam perencanaan dan pelaksanaan strategi pemasaran, memungkinkan UMKM untuk mengidentifikasi peluang, mengatur sumber daya dengan lebih efisien, dan memantau kinerja pemasaran mereka secara teratur. Saran untuk UMKM Kerudung Cicalengka termasuk mendalami analisis pasar, meningkatkan kreativitas dalam strategi pemasaran, memanfaatkan teknologi digital secara efisien, dan berkolaborasi dengan pihak lain. Dengan mengimplementasikan saran-saran ini, diharapkan UMKM Kerudung Cicalengka dapat memperkuat posisi mereka dalam pasar dan mencapai kesuksesan yang lebih besar dalam pemasaran produk.
References
Annur, C. M. (2023). Pengguna Internet di Indonesia Tembus 213 Juta Orang hingga Awal 2023. Katadata Media Network.
Argüello, T. M. (2024). Spatializing HIV: Putting Queer (men) in its place via social marketing. Dialogues in Health, 4, 100169. https://doi.org/https://doi.org/10.1016/j.dialog.2024.100169
Atkinson, A. M., Sumnall, H., & Meadows, B. (2021). ‘We’re in this together’: A content analysis of marketing by alcohol brands on Facebook and Instagram during the first UK Lockdown, 2020. International Journal of Drug Policy, 98, 103376. https://doi.org/https://doi.org/10.1016/j.drugpo.2021.103376
Azad, B., & Zablith, F. (2021). How digital visualizations shape strategy work on the frontlines. Long Range Planning, 54(5), 101990. https://doi.org/https://doi.org/10.1016/j.lrp.2020.101990
Behera, R. K., Bala, P. K., Rana, N. P., & Kizgin, H. (2022). Cognitive computing based ethical principles for improving organisational reputation: A B2B digital marketing perspective. Journal of Business Research, 141, 685–701. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.11.070
Behl, A., Jayawardena, N., Nigam, A., Pereira, V., Shankar, A., & Jebarajakirthy, C. (2023). Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed method approach. Journal of Business Research, 158, 113662. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113662
Brogdon, R. (2024). Traditional Marketing Is Not Dead in Veterinary Practice. Veterinary Clinics of North America: Small Animal Practice, 54(2), 369–379. https://doi.org/https://doi.org/10.1016/j.cvsm.2023.10.004
Bui, M.-T., & Le, H.-L. (2023). Digital capability and creative capability to boost firm performance and formulate differentiated CSR-based strategy. Heliyon, 9(3), e14241. https://doi.org/https://doi.org/10.1016/j.heliyon.2023.e14241
Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal (AMJ), 28(4), 374–384. https://doi.org/https://doi.org/10.1016/j.ausmj.2020.04.004
Colborn, J. (2006). Chapter 9 - Objective IV: Formulating a Search Engine Marketing Plan. In J. B. T.-S. M. S. Colborn (Ed.), Emarketing Essentials (pp. 178–203). Butterworth-Heinemann. https://doi.org/https://doi.org/10.1016/B978-0-7506-6618-3.50011-9
Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 40–57. https://doi.org/https://doi.org/10.1016/j.sbspro.2014.07.016
Fernandes, C., Ferreira, J. J., Veiga, P. M., Kraus, S., & Dabi?, M. (2022). Digital entrepreneurship platforms: Mapping the field and looking towards a holistic approach. Technology in Society, 70, 101979. https://doi.org/https://doi.org/10.1016/j.techsoc.2022.101979
Gerrikagoitia, J. K., Castander, I., Rebón, F., & Alzua-Sorzabal, A. (2015). New Trends of Intelligent E-marketing Based on Web Mining for E-shops. Procedia - Social and Behavioral Sciences, 175, 75–83. https://doi.org/https://doi.org/10.1016/j.sbspro.2015.01.1176
Holdford, D. A. (2004). Using Buzz Marketing to Promote Ideas, Services, and Products. Journal of the American Pharmacists Association, 44(3), 387–396. https://doi.org/https://doi.org/10.1331/154434504323064020
Kompas. (2016). Jokowi: 3.143 Perda Bermasalah Telah Dibatalkan. nasional.kompas.com
Maulana, A., & Rosmayati, S. (2020). Manajemen Sumber Daya Manusia (1st ed.). Bandung:Ellunar.
McMullan, K. (2023). A checklist for managers to enhance influencer partnerships and avoid potential pitfalls. Business Horizons, 66(4), 443–452. https://doi.org/https://doi.org/10.1016/j.bushor.2022.09.003
Mero, J., Vanninen, H., & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108, 79–93. https://doi.org/https://doi.org/10.1016/j.indmarman.2022.10.017
Mindel, V., Overstreet, R. E., Sternberg, H., Mathiassen, L., & Phillips, N. (2024). Digital activism to achieve meaningful institutional change: A bricolage of crowdsourcing, social media, and data analytics. Research Policy, 53(3), 104951. https://doi.org/https://doi.org/10.1016/j.respol.2023.104951
Mustikawati, L., Luqman, Y., & Setiabudi, D. (2013). Strategi Branding Kota Surakarta dalam Pengelolaan sebagai Destinasi Wisata. Interaksi Online, 1(3).
Oliveira, F., Kakabadse, N., & Khan, N. (2022). Board engagement with digital technologies: A resource dependence framework. Journal of Business Research, 139, 804–818. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.10.010
Palmer, M., Toral, I., Truong, Y., & Lowe, F. (2022). Institutional pioneers and articulation work in digital platform infrastructure-building. Journal of Business Research, 142, 930–945. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.12.067
Razzaq, A., Shao, W., & Quach, S. (2024). Meme marketing effectiveness: A moderated-mediation model. Journal of Retailing and Consumer Services, 78, 103702. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103702
Rizvanovi?, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change, 186, 122128. https://doi.org/https://doi.org/10.1016/j.techfore.2022.122128
Segijn, C. M., Kim, E., Lee, G., Gansen, C., & Boerman, S. C. (2024). The intended and unintended effects of synced advertising: When persuasion knowledge could help or backfire. International Journal of Research in Marketing, 41(1), 156–169. https://doi.org/https://doi.org/10.1016/j.ijresmar.2023.07.001
Sugiyono. (2013). Metode Peneltian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Tarn, D. D. C., & Wang, J. (2023). Can data analytics raise marketing agility?-A sense-and-respond perspective. Information & Management, 60(2), 103743. https://doi.org/https://doi.org/10.1016/j.im.2022.103743
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294–310. https://doi.org/https://doi.org/10.1016/j.indmarman.2022.06.006
van den Broek, A., & Gander, J. (2024). When strategy is a dirty word: The role of visuals in sensegiving strategy to a skeptical audience. Long Range Planning, 57(1), 102411. https://doi.org/https://doi.org/10.1016/j.lrp.2023.102411
Vanharanta, M., & Easton, G. (2010). Intuitive managerial thinking; the use of mental simulations in the industrial marketing context. Industrial Marketing Management, 39(3), 425–436. https://doi.org/https://doi.org/10.1016/j.indmarman.2007.08.012
Template
