Rancangan Strategi Digital Marketing Berbasis Marketplace Guna Kembali Menembus Pasar
DOI:
https://doi.org/10.58344/locus.v3i3.2491Keywords:
UMKM, Marketplace, , Digital Marketing, SOSTAC, pasar globalAbstract
Potensi ekspor produk anyaman bambu di pasar global memberikan peluang besar bagi UMKM Indonesia untuk berkembang. UD Bambu Indah, salah satu UMKM yang memproduksi produk anyaman bambu, memiliki kesempatan untuk memasuki pasar global dengan memanfaatkan teknologi dan informasi dalam pemasaran, termasuk melalui platform marketplace. Tujuan penelitian ini adalah untuk menganalisis strategi pemasaran UD Bambu Indah dalam memasarkan produk anyaman bambu di pasar global melalui marketplace dengan mengevaluasi efektivitas kampanye digital marketing serta memahami faktor-faktor yang mempengaruhi keberhasilan pemasaran. Penelitian menggunakan metode kualitatif-deskriptif dengan pendekatan studi kasus serta memanfaatkan metode SOSTAC, analisis SWOT, metode 5S, analisis STP, dan analisis Marketing Mix 4P. Hasil penelitian menunjukkan bahwa UD Bambu Indah berhasil memanfaatkan marketplace sebagai saluran pemasaran efektif untuk produk anyaman bambunya, dengan kampanye digital marketing yang meningkatkan visibilitas produk dan penjualan. Kesimpulannya, dengan mengadopsi strategi pemasaran yang tepat dan pentingnya evaluasi dan penyesuaian strategi secara real-time menggunakan data analitik dan metrik kinerja, UMKM seperti UD Bambu Indah memiliki peluang yang baik untuk sukses di pasar global melalui marketplace.
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