IMPLEMENTATION OF DIGITAL MARKETING ON CONSUMERS SEMBILAN PULUH DERAJAT COFFEE PEMATANG SIANTAR

. This study aims to analyze the implementation of digital marketing in consumers of Sembilan Puluh Derajat Coffee Pematang Siantar. Research methods with surveys, data collection through interviews and questionnaires. The unit of analysis in this study was 40 consumers. The data is analyzed by qualitative analysis. The results showed that digital marketing was good but not optimal, with the highest dimension in the interactive advertising dimension, and the lowest value in the viral marketing dimension. To optimize the implementation of digital marketing by involving influencers to work together to introduce their products to consumers.


INTRODUCTION
The culinary business is one of the dynamic businesses from time to time. Coffee shop or coffee shop as a form of culinary business that offers food service that presents services and benefits directly consumed at the time of serving. To maintain the existence of this business, consumer satisfaction is the main consideration of business managers. Many things can affect consumer satisfaction, one of which is the use of digital marketing in managing a coffee shop business. Digital marketing as the application of technology to marketing that will form online relationships to the market with the aim of making people aware of the existence of existing products and services (Dave, 2002). Research from (Oktaviani and Rustandi, 2018) shows that a digital marketing in building brand awareness is done by managing Instagram social media by carrying out activities in the form of advertisements, taglines, and carrying out marketing mix techniques such as personal selling, sales promotion and public relations as an effort to build brand awareness.
Successful digital marketing is influenced by a variety of factors to consider. According to (Hosting, 2017) there are 13 factors that affect digital marketing, namely: web design, landing pages, web analytics, mobile ads, display ads, email marketing, ads per click, search engine optimization, content marketing, video marketing, infographics, blogging, and marketing on social media. In addition, this factor can also affect digital marketing such as: target market, channels, technology, big data, content, social media, talent, and budget (Goel, 2016).
The use of digital-based technology is inevitable and even very helpful in various aspects of life including business aspects. In business operations, the use of digital-based technology can be seen from the application of digital marketing. Digital marketing is all the core of e-business, with companies getting closer to customers and understanding them better, adding value to a product, expanding distribution networks and also increasing sales figures (Chaffey and Ellis-Chadwick, 2019). Thus with the opinion that states that digital marketing is all efforts made in terms of marketing using internet-connected devices with various strategies and digital media with the aim of communicating with consumers online (Chakti, 2019). This explanation shows that digital marketing is a digital technology-based marketing activity through platforms available on the internet as a gateway to product or company information to consumers, in supporting the latest marketing activities effectively and efficiently.
Effective digital marketing is the expectation of business people. Effective digital marketing can be used as a dimension in measuring the success or failure of this activity. Effective digital marketing can be measured from dimensions (Chakti, 2019): Sharing information, designing and sharing information or content related to the company's products or services to the audience through media or platforms on the internet, real time publish, the latest information or content shared, and attract the audience to find out more or be interested in what is shared, education, digital media used not only focus on sales but provide learning or education on the existence of products or companies, as part of building the company's image and credibility in the eyes of consumers, there is a sense of humor or entertainment, consumer attention is not only on sales advertisements but also there is appeal from consumers who can entertain the audience as an added value of content, multi channel platform, there are various choices of media or platforms as a place to share content but integrated, such as facebook, youtube, instagram, twiter, blod and so on, visualization, the audience will be more interested in content in the form of visual content with interactive animations compared to text or audio, act like a journalist or publisher, who creates interesting content with effective and experienced communication knowledge, determine the target market, create a strategy on social media or platforms according to the target market, can consider influencers, willing to listen, facilitate a place for suggestions and responses from the audience as part of the marketing strategy, and engage, creating two-way interaction with the audience through interesting content, not rigid and monotonous, varied, fun, and gives a positive impression.
In addition, measuring the effectiveness of digital marketing can also use the following dimensions (Chaffey and Ellis-Chadwick, 2019): Search Engine Marketing, is a form of marketing that utilizes search engine websites such as google, yahoo, baidu and other search engine websites to make advertisers' websites will be at the top of the list when there are consumers who are looking for something on search engine websites, Online Public Relations, is a form of public relations with online media media media that uses online publishers, social media networks and blogs containing content agreed by advertisers, these advertisers hope that the media is visited by consumers who are in accordance with the target, Search Engine Marketing, is a form of marketing that utilizes search engine websites such as google, yahoo, baidu and other search engine websites to make advertisers' websites will be at the top of the list when there are consumers who are looking for something on search engine websites, Online Public Relations, is a form of public relations with online media media media that uses online publishers, social media networks and blogs containing content agreed by advertisers, these advertisers hope that the media is visited by consumers who are in accordance with the target, and Viral Marketing, which is marketing that is widely found on social media through buzzers or KOLs (Key Opinion Leaders) with the hope that the audience forwards the message conveyed. From several dimensions developed, the measurement of digital marketing effectiveness can be done more objectively and measurably clearly. Thus it will be known the dimensions that are optimal to maintain and the dimensions that are not optimal to be increased.
Sembilan Puluh Derajat Coffee (Instagram account: @90derajatcoffee_) as one of the culinary businesses in the coffee shop sector in the city of Pematang Siantar which has also implemented digital marketing. The measurement of digital marketing implementation that has been implemented can be measured by the dimensions proposed by (Chaffey and Ellis-Chadwick, 2019), consisting of: search engine marketing, online public relations, online partnerships, interactive advertising, and viral marketing.
From interviews with several consumers who visited Sembilan Puluh Derajat coffee, it was obtained that the phenomenon of digital marketing is not optimal in the online partnerships dimension, lack of cooperation with Grab, Maxim, Jaket, Antarin and other ordering applications. Nowadays consumers use a lot of online purchases. In the viral marketing dimension, the lack of marketing using influencers who have many followers or friends on social media, with promotions with influencers can add new consumers.
Digital marketing needs to be optimized because this is important for businesses in the process of disseminating product information from sellers to consumers can be done very quickly and more easily without spending too much money (Diana et al., 2022). Likewise, digital marketing will help business people in promoting their products, considering that the use of digitalization can save business, both in terms of promotion (product marketing) and costs that will be incurred and also overcome existing problems related to digital product marketing (Victoria and Purwianti, 2022).

RESEARCH METHODS
This research was conducted by literature and field research. The population consists of 40 consumers who visit Sembilan Puluh Derajat Coffee in a one-week period using accidental sampling techniques. Data collection method with survey. The types used qualitative data are sourced from primary data through unstructured interviews and questionnaires with Likert scale assessments, as well as secondary data sources in the form of related documents. Data analysis with qualitative descriptive analysis (Sugiyono, 2017).

RESULTS AND DISCUSSION Results
Qualitatively an analysis was carried out to obtain a description of consumer answers about the implementation of digital marketing at Pematang Siantar Coffee Ninety Degree Consumers, using the intervals in the table below: Good enough 1,81-2,60 Bad 1,00-1,80 Very Not Good Source: data processing (2023) Measurement of digital marketing implementation in this business using dimensions: search engine marketing, online public relations, online partnerships, interactive advertising, and viral marketing. The table below shows the results of the analysis from the tabulation of consumer answers, namely:  (2023) From table 2 above, it can be seen that digital marketing measurements from the five dimensions used as a whole obtained an average value of 3.90 in the good category. The dimension with the highest average value is interactive advertising with an average value of 4.06 in the very good category. While the dimension with the lowest average value on Online Partnerships with an average value of 3.69 in the good category. If an analysis of each indicator on each dimension measured in the implementation of digital marketing at Sembilan Puluh Derajat Coffee Pematang Siantar, can be explained in the following table:  (2023) From table 3 above, it can be seen that the measurement of digital marketing from the search engine marketing dimension with Google application advertising indicators is good, due to consumer knowledge of this coffee through advertisements on Google. Likewise, coffee search is very good, because this business will appear on goole search with keywords related to the name of this coffee business. The last indicator through google map search is very good, because this effort is also good because this coffee can be found on google maps.  (2023) From table 4 above, it can be seen that the measurement of digital marketing from the online dimension of public relations with social media indicators owned by coffee is good because this business has Instagram with @90derajatcofee_ accounts that are active in providing information about businesses with more than 1,000 followers. This advertisement or business information can also be found in several Youtube channel posts, with the keyword business name, one of which is posted by Tribun Medan Official. Likewise, the culinary media advertising indicator that displays this coffee business as in https://menukuliner.net/menu/818204/90derajatcoffee dan https://matausaha.org/90-derajatcoffee-2307258478545794880/.  (2023) From table 5 above, it can be seen that the measurement of digital marketing from the Online Partnerships dimension with indicators of cooperation with online motorcycle taxi applications is still quite good because this coffee business can still be ordered at grab food only while there are several online motorcycle taxi applications as an option. Indicators of collaboration with other sites are also good, because this coffee business is related to some search information on the internet, for example when we search with keywords this business will display many web links related to this business. The last indicator is that the event held is good because this coffee business conducts food sharing events to break the fast for those who fast, also presenting live music at certain times.  (2023) From table 6 above, it can be seen that the measurement of digital marketing from the interactive advertising dimension with available video advertising indicators and photos that support promotion is very good, because this coffee business has interesting short video ads, as well as online banners shared on WhatsApp status or business Instagram accounts, for photo taking or video making are also designed by professionals.  (2023) From table 7 above, it can be seen that the measurement of digital marketing from the viral marketing dimension with indicators of influencer use is still quite good, because of the lack of marketing using influencers who have followers or friends who are widely on social media. Indicators of consumer editing who visit are also good, because many consumers post products they consume through their personal social media by tagging or providing coffee business information. Likewise with existing content marketing is good, because the content has been well conceptualized before being uploaded on social media so as to market it with good quality.

Discussion
Effective digital marketing will make a positive contribution to business development. High sales, positive business image, high customer satisfaction and customer loyalty can be achieved. However, Sembilan Puluh Derajat Coffee has not implemented digital marketing optimally. There are still indicators of dimensions that are below the overall average value with a value of 3.90. For this reason, efforts are needed to optimize the application of digital marketing that has been done. In the online public relations dimension with social media indicators used, this coffee business can be improved by creating other social media accounts apart from Instagram, such as Facebook and Twitter. The online partnerships dimension in the online ojek application dimension used is still only on grab, it can be increased by synergy with other online ojek applications such as gojek, in driver, jacket, and so on in Pematang Siantar. Likewise, the indicators of events carried out by the coffee business can be increased by increasing the frequency of events carried out that have a more social impact. In the viral marketing dimension, promotion with influencers can also be improved by using services or collaborating with influencers who have many followers or are public figures in introducing or giving testimonials to coffee products or businesses. In addition to the efforts that have been described in streamlining digital marketing in Sembilan Pupuh Derajat coffee, the owner or manager of this business can also consider factors that affect the success of digital marketing such as: web design, landing pages, web analytics, mobile advertising, display ads, email marketing, ads per click, search engine optimization, content marketing, video marketing, infographics, blogging, and marketing on social media, target market, channel, technology, big data, content, social media, talent, and budget (Goel, 2016;Hosting, 2017).

CONCLUSION AND SUGGESTIONS
The implementation of digital marketing is good but not optimal. The highest dimension in digital marketing measurement is the interactive advertising dimension. The lowest dimension is in the viral marketing dimension.
Digital marketing can be optimized by increasing the lowest value of the indicator or dimension, by involving influencers to work together to introduce their products to consumers.