Strategi E-Marketing Pada Barbershop Dengan Menggunakan Analisis SOAR

Abstract

The barbershop industry is facing increasing competition, especially with the emergence of new establishments offering innovative services. This study aims to analyze the e- Marketing Strategy of AW Premium Barbershop in Binjai City using the SOAR (Strengths, Opportunities, Aspirations, Results) analysis. A descriptive qualitative research method with a case study approach was employed. Data were collected through observations, in-depth interviews, and documentation. The SOAR analysis was applied to identify the Strengths and Opportunities that the barbershop can leverage to develop an effective Digital Marketing Strategy. The findings indicate that the current eMarketing efforts are not yet optimized in attracting new Customers and retaining existing ones. Therefore, an SOAR- based E-Marketing Strategy can serve as a solution to enhance the competitiveness of AW Premium Barbershop by strengthening service advantages, capitalizing on Market Opportunities, and designing Marketing strategies based on Customer Aspirations. The implications of this study are expected to provide insights for barbershop owners in developing more effective and sustainable Digital Marketing strategies.