Perbaikan Pemasaran Ukm Pisang Sale Incess dengan Menerapkan Digital Marketing

Abstract

At this time the industrial world is entering a new era known as the digitalization era. Information technology is transforming increasingly sophisticated which provides many conveniences for people's lives, especially in the economic world. Currently trading is inseparable from information technology. With the synergy between trade and information technology, the term e-commerce was created. Pisang Sale Incess is one of the UKM engaged in the food business and markets its products traditionally or mouth to mouth, for this reason it is necessary to do digital marketing to increase access to a wider market using the SOSTAC method. The SOSTAC method is a planning framework model that allows you to easily follow, and is able to identify all the main things that must be done in order to achieve the goal. In the SOSTAC analysis there are six stages, namely Situation Analysis using SWOT tools, Objective using 5S tools (Sell, Serve, Speak, Save, Sizzle), Strategy using STP tools (Segementation, Targeting, Positioning), Tactics using 4P tools (Product, Place, Price, Promotion), Actions, and Control. The results of this study are digital marketing strategies, namely uploading products regularly and providing information about products on Shopee e commerce, Instagram social media and Google Maps.