Journal of Multidisciplinary Studies

Journal of Multidisciplinary Studies

Vol. 11, Issue No. 2, December 2022

Discipline: Multidisciplinary Studies

Publisher: Misamis University

ISSN 2350-7020 (Print)
ISSN 2362-9436 (Online)

ABSTRACT

https://doi.org/10.62249/jmds.2013.2428

Analysis of Digital Marketing Strategies for Herbal Medicine Products (Case Study at "X" Herbal Industry in Yogyakarta, Indonesia)

Kartika Chandra Ayu, Endah Puspitojati, Siti Nurlaela

Department of Agriculture, Polytechnic of Agricultural Development of Yogyakarta
Magelang Jl. Kusumanegara No 2 Yogyakarta, Indonesia
Corresponding author: Endah Puspitojati, email: endahpuspitojati2802@gmail.com

Digital marketing is an indispensable business tool for customers engaging to achieve more revenue and extensive network at global levels. Thus, the study was performed to determine the internal and external factors of the business environment that affect digital marketing activities, as well as the appropriate digital marketing to be applied to Industry X. This study used mixed methods, determining the location using the purposive method, and the sampling technique used was saturated sampling method. Data were collected by observation, interview, and questionnaires. The data was then analyzed using SWOT with the stages of the IFAS and EFAS and also SWOT diagrams; QSPM Matrix was used in the decision making. The result showed that Industry X was in the first quadrant with an aggressive strategy (strength-opportunity). Based on the QSPM matrix, the best strategy (strength-opportunity) that can be utilized is to take advantage of the trend of healthy living during the pandemic to promote the health benefits of herbal products. The implementation plan for this strategy was to promote herbal products through Instagram and Whatsapp social media with captivating content regarding the product's benefits so that more people would recognize Industry X's products. The promotion targets were all Instagram and Whatsapp social media users.

Keywords :   business tool, business environment, jamu, social media, SWOT

Literatures Cited :   Click here
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