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

Marisi Butarbutar, Efendi Efendi, Rosita Manawari Girsang, Rosalinda Septiani Sitompul, Fenny Aulia Manik

Abstract


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.


Keywords


implementation, digital, marketing and consumer

Full Text:

PDF

References


Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation and Practice. New York: Pearson Education.

Chakti, A. G. (2019) The Book of Digital Marketing. Edited by Sobirin. Makassar: Celebes Media Perkasa.

Dave, C. (2002) E-Business and E-Commerce Management. Strategy, Implementation and Practice. Fourth. New Jersey: Prentice Hall.

Diana, L. et al. (2022) ‘Implementasi E-Commerceshopee Sebagai Upaya Penerapan Digital Marketing Produk Umkm Di Kelurahan Kalijudan’, Jurnal Abdimas Patikala, 2, pp. 454–462. Available at: https://etdci.org/journal/patikala/article/view/505/257.

Goel, D. (2016) Faktor apa saja yang mempengaruhi Digital Marketing?, Pemasaran Digital. Available at: https://www.linkedin.com/pulse/what-factors-affects-digital-marketing-deepak-goel.

Putri, D. E., Sinaga, O. S., Agustina, S. S., Silitonga, H. P., & Sudirman, A. (2020). Minat Kunjungan Ulang Pasien yang Ditinjau dari Aspek Persepsi dan Kepercayaan pada Klinik Vita Medistra Pematangsiantar. Inovbiz: Jurnal Inovasi Bisnis 8, 8(1), 41–46.

Silalahi, M., Komariyah, I., Sari, A. P., Purba, S., Sudirman, A., & Purba, P. (2020). Dasar-Dasar Manajemen & Bisnis. Yayasan Kita Menulis.

Suryani, N. K., Riswandi, P., Hasbi, I., Rochmi, A., Hasan, M., Sudirman, A., Yuniarti, R., & Arta, I. P. S. (2021). Pengantar Manajemen dan Bisnis. Widina Bhakti Persada.

Hosting, J. U. (2017) 13 Faktor Penting Pemasaran Digital Untuk Para Praktisi, Digital Marketing. Available at: https://jakartaurbanhosting.com/13-faktor-penting-pemasaran-digital/.

Oktaviani, F. and Rustandi, D. (2018) ‘Implementasi Digital Marketing dalam Membangun Brand Awareness’, PRofesi Humas, 3(1), pp. 1–20. Available at: http://jurnal.unpad.ac.id/profesi-humas/article/view/15878/8587.

Sugiyono (2017) Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

Victoria, M. and Purwianti, L. (2022) ‘Penerapan Strategi Digital Marketing pada UMKM Board Games Cafe’, Jurnal Pengabdian Masyrakat Akademisi, 1(4). doi: https://doi.org/10.54099/jpma.v1i4.386.




DOI: https://doi.org/10.37403/mjm.v9i1.580

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Maker: Jurnal Manajemen

Maker: Jurnal Manajemen is Indexed By:

                       

Publisher: DEPARTMENT OF MANAGEMENT

Sekolah Tinggi Ilmu Ekonomi (STIE) SULTAN AGUNG
Jl. Surabaya No. 19 Pematangsiantar 21118, Sumatera Utara
E-mail: maker@stiesultanagung.ac.id

OAlogo

 Creative Commons License

Maker: Jurnal Manajemen by The Department of Management STIE Sultan Agung is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.