ANALISIS STRATEGI DIGITAL MARKETING TOKO SEPATU VENTELA PATROBAS WARRIOR LRUSH FOOTWEAR KARAWANG

Abstract

Penyebaran Wabah Pandemi COVID-19 di Negara Indonesia yang semakin cepat memang merubah Interaksi
antara Bisnis dan Pelanggan, berkepanjangan memaksa Lrush Footwear Karawang merubah pola pemasaran dari
pemasaran konvensional offline menjadi pemasaran online. Penelitian ini dilakukan dalam rangka membantu
Mengoptimalkan Strategi Digital Marketing yang diterapkan agar lebih efisien dan tepat sasaran. Penelitian
menggunakan pendekatan deskriptif kualitatif dengan Metode Analisis Lingkungan Eksternal dan Internal serta
SWOT. Proses penelitian kualitatif ini dilakukan terhadap kegiatan Digital Marketing yang dilakukan oleh
Perusahaan. Diketahui Penggunaan Layanan Belanja Kebutuhan Secara Daring menunjukan bahwa sebelum
pandemi sebanyak 60,3% anak muda menyatakan belum pernah belanja online atau hanya sekitar 39,7% yang
pernah berbelanja online. Namun setelah pandemi melanda, data survei menunjukan 100% anak muda pernah
berbelanja online. Hasil survei dari We Are Social menunjukkan, Whatsapp menjadi media sosial terfavorit para
pengguna internet di seluruh dunia dengan prosentase 24,1% responden menyukai Whatsapp dibandingkan
dengan platform lainnya mengalahkan Facebook dengan 21,8%, Instagram 18,4%, dan media lain yang jauh
tertinggal dari ketiga media terpopuler tersebut untuk saat ini. Perusahaan menggunakan media sosial Instagram
sebagai Media Digital Marketing namun kurang optimal. Terdapat hambatan dalam kegiatan Digital Marketing
Perusahaan, yakni promosi yang dilakukan kurang tepat sasaran dan strategi promosi yang masih belum konsisten.
Terdapat peluang besar potensi pasar yang lebih luas dari sebelumnya dengan biaya yang rendah menggunakan
Digital Marketing.
Kata kunci: Strategi Digital Marketing, Analisis SWOT, Faktor Internal-Eksternal, Matriks Internal-Eksternal

The increasingly rapid spread of the COVID-19 Pandemic in Indonesia has indeed changed the interaction
between business and customers, forcing Lrush Footwear Karawang to change its marketing pattern from offline
conventional marketing to online marketing. This research was conducted in order to help optimize the
implemented Digital Marketing Strategy to be more efficient and on target. The study used a qualitative
descriptive approach with External and Internal Environmental Analysis Methods and SWOT. This qualitative
research process is carried out on Digital Marketing activities carried out by the Company. It is known that the
use of online shopping services shows that before the pandemic, 60.3% of young people said they had never
shopped online or only around 39.7% had shopped online. However, after the pandemic hit, survey data showed
that 100% of young people had shopped online. The survey results from We Are Social show that Whatsapp is the
most favorite social media for internet users worldwide with a percentage of 24.1% of respondents liking
Whatsapp compared to other platforms beating Facebook with 21.8%, Instagram 18.4%, and other media that
far behind from the three most popular media for now. The company uses Instagram social media as a Digital
Marketing Media but it is not optimal. There are obstacles in the Company's Digital Marketing activities, namely
promotions that are not well targeted and promotional strategies that are still not consistent. There is a huge
opportunity for a wider market potential than before at a low cost using Digital Marketing.
Keywords: Digital Marketing Strategy, SWOT Analysis, Internal-External Factors, Internal-External Matrix