Saputri, Yunida Anggun (2025) ANALISIS STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN VOLUME PENJUALAN PADA BRAND SUWEGER INDONESIA DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to evaluate digital marketing strategies in increasing sales volume of the Suweger Indonesia brand in Surabaya. The research method used is descriptive qualitative through observation, interviews, and documentation. The results indicate that the utilization of social media (Instagram and TikTok), online delivery services, and creative content relevant to Gen Z significantly contribute to attracting consumers and boosting sales. The SWOT analysis shows a strength score of 1.93 and a weakness score of 0.39 (a difference of 1.54), as well as an opportunity score of 2.10 and a threat score of 0.86 (a difference of 1.24). The IFAS score of 2.32 and EFAS score of 2.96 place Suweger in Quadrant I, indicating an aggressive growth (SO) strategy as the appropriate approach. This strategy includes optimizing digital platforms, launching healthy menu options, collaborating with micro-influencers, and developing a digital reward system to strengthen customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Yunida Yunida Anggun Saputri Yunida Anggun Saputri | ||||||||
| Date Deposited: | 12 Jun 2025 03:42 | ||||||||
| Last Modified: | 12 Jun 2025 03:42 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37301 |
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