Perencanaan Strategi Pemasaran Digital untuk Produk Modest Fashion pada UMKM Polkadot dengan Metode SOSTAC
DOI:
https://doi.org/10.22441/pasti.2024.v18i2.001Keywords:
Pemasaran Digital, Modest fashion, SOSTAC, Analisis Klaster, Analisis SWOTAbstract
Polkadot merupakan UMKM yang menjual produk modest fashion di Kota Depok. Permasalahan utama yang dihadapi Polkadot adalah penjualan yang sangat fluktuatif, menyebabkan ketidakstabilan omzet dan kesulitan dalam perencanaan keuangan jangka panjang. Selain itu, Polkadot menghadapi tantangan dalam menjangkau target pasar yang lebih luas dan bersaing di pasar modest fashion yang semakin kompetitif. Penelitian ini bertujuan untuk menganalisis dan merancang strategi digital marketing yang efektif bagi Polkadot berdasarkan situasi yang dihadapi. Metode penelitian yang digunakan adalah analisis SWOT untuk mengidentifikasi faktor internal dan eksternal, dilanjutkan dengan analisis clustering menggunakan model k-Modes untuk segmentasi pasar. Data dikumpulkan melalui brainstorming dengan narasumber terkait dan kuesioner kepada target pasar. Hasil analisis kemudian disusun menggunakan kerangka SOSTAC untuk merancang strategi digital marketing yang komprehensif. Temuan penelitian menunjukkan bahwa strategi diversifikasi, dengan fokus pada diversifikasi pasar dan produk, adalah yang paling sesuai untuk Polkadot. Analisis clustering menghasilkan tiga segmen pasar dengan karakteristik demografi dan psikografi yang berbeda, didominasi oleh pelajar dan mahasiswa. Rancangan taktik dan aksi digital marketing meliputi optimalisasi media sosial, e-commerce, serta kolaborasi strategis untuk mendukung diversifikasi
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