Abstract
Currently, digital marketing, known as social media, is widely used as a promotional medium for business people. The growth in the number of social media users today is also seen as an opportunity to take advantage of social media. It can be seen that the purpose of this study is to determine the strategy of using social media, using social media Instagram in Denpasar City. This research focuses on social media marketing which is applied to the ML Gadgets Bali store which is a quality second gadget store in the city of Denpasar. Using a qualitative approach, with a descriptive analysis, this research collects data through interviews, observations, and documentation which are then analyzed using the SWOT analysis technique comparing internal and external factors to determine the IE Matrix with the SWOT Matrix for strategy determination. The results showed that social media marketing for ML Gadgets Bali is in quadrant 1 in the SWOT Matrix, and cell 5 in the IE Matrix. The right strategy is to support aggressive strategies and growth strategies, namely market penetration, increasing sales and profits, and increasing the effectiveness of marketing on social media.
Highlights
IntroductionDefinition of Micro Business according to the Law of the Republic of Indonesia No 20 of 2008 (article 1) is a productive business owned by individuals and / or individual business entities that meet the criteria for Micro Enterprises as regulated in this Law. Small Business is a productive economic business that stands alone, which is carried out by an individual or business entity that is not a subsidiary or branch of a company that is owned, controlled, or is a part, either directly or indirectly, of a medium or large business that meets the criteria of the business
Definition of Micro Business according to the Law of the Republic of Indonesia No 20 of 2008 is a productive business owned by individuals and / or individual business entities that meet the criteria for Micro Enterprises as regulated in this Law
Based on data collection through interviews, observation, and documentation, which is analyzed using SWOT analysis techniques to determine internal and external factors related to strategy formulation, strengths, weaknesses, opportunities, and threats in social media marketing at ML Gadgets Bali today. : Figure 2 SWOT Matrix
Summary
Definition of Micro Business according to the Law of the Republic of Indonesia No 20 of 2008 (article 1) is a productive business owned by individuals and / or individual business entities that meet the criteria for Micro Enterprises as regulated in this Law. Small Business is a productive economic business that stands alone, which is carried out by an individual or business entity that is not a subsidiary or branch of a company that is owned, controlled, or is a part, either directly or indirectly, of a medium or large business that meets the criteria of the business. Annual sales proceeds as regulated in this Law. Small Micro and Medium Enterprises (MSMEs) have a strategic role in national economic development. This role is to play a role in economic growth and play a role in the distribution of development results (Singgih, 2006)
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