Abstract
Indonesia Internet Service Providers Association (APJII) in 2018 released data that internet users in Indonesia amounted to 64,8 %. An increasing number of internet usage is used by marketers to market their products or services through the internet. Digital marketing strategy is needed by companies in order to survive and compete. Marketing strategy planning in this study uses IE matrix approach by combining the SWOT and AHP methods. The purpose of this research is to determine the company’s position and choose alternative priority strategies. The result of this study indicates that the company a strong internal position and responds well to opportunities and threats that exist. The company’s position is in quadrant IV, meaning that the right strategy is to grow and develop and alternative priority strategies that have the highest weight is strengths – opportunities (SO). SO strategy, maximize its strength to seize opportunities, then the company’s strategy is to have lots of customer satisfaction testimonials displayed on website and social media & the opportunity to make products easy to find, because the dissemination of information through the internet can quickly spread and reach all consumers. Keywords: Marketing Strategy, Digital Marketing, Strengths, Weaknesses, Opportunities and Threats, Analytic Hierarchy Process JEL Classification: M310 DOI: https://doi.org/10.32479/irmm.10023
Highlights
Indonesia Internet Service Providers Association (APJII), released data in 2018 in Indonesia internet users amounted to 64,8% or 171,17 million of the total population in Indonesia reaching 264,16 million people have used the internet
From the results of processing internal and external factors using analytic hierarchy process (AHP), weights are taken for input into calculations, for ranking taken from questionnaires that have been filled out by experts
Getting the weighted value from the Internal Factor Analysis Strategy (IFAS) matrix is 3.234, which means showing a strong internal position, which shows that the company responds well to strengths and weaknesses in the company
Summary
Indonesia Internet Service Providers Association (APJII), released data in 2018 in Indonesia internet users amounted to 64,8% or 171,17 million of the total population in Indonesia reaching 264,16 million people have used the internet. The growth of internet users in Indonesia reaches more that 20% per year, this figure is predicted to increase every year (Muljono, 2018). An increasing number of internet uses are used by marketers to promote their products or service, so information about products or services can arrive quickly and reach the entire community. Marketing using internet media is called online marketing or internet marketing or digital marketing. Chaffey and Ellis-Chadwick (2012), digital marketing is a digital technology application that form online channels, through website, e-mail, digital TV and through various other recent innovations including blogs, feeds, podcasts and social networks, which contribute to marketing activities. Marketing activities are one of the main activities of the company to maintain business continuity
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