Puspitasari, Hanatasya Aulia Risda (2025) STRATEGI PEMASARAN DI ERA EKONOMI DIGITAL TERHADAP KEBERLANJUTAN BISNIS BATIK (STUDI PADA BATIK GEDOG ZAENAL TUBAN). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
In the era of the digital economy, marketing strategies play a crucial role in business sustainability, including in the batik industry. This research aims to analyze the marketing strategy implemented by Batik Gedog Zaenal Tuban and its impact on the sustainability of its business. The research method used is SWOT, IFAS, and EFAS analysis to evaluate internal and external factors that influence business. The research results show that digital marketing through platforms such as Instagram and WhatsApp has helped expand market reach, but conventional marketing remains an effective method in building customer trust. The SWOT analysis indicates that Batik Gedog Zaenal has significant strengths and great opportunities, so the recommended strategy is an aggressive strategy that includes market expansion, product innovation and strengthening digital marketing. Based on IFAS and EFAS analysis, the strength factor has a total score of 2.66, the weakness factor 0.61, the opportunity 2.61, and the threat 0.63. The business position is in quadrant 1, which shows that an aggressive planning strategy is the right step to increase the competitiveness and sustainability of the Batik Gedog Zaenal Tuban business in the digital era.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | HANATASYA AULIA RISDA PUSPITASARI | ||||||||
| Date Deposited: | 19 May 2025 06:41 | ||||||||
| Last Modified: | 19 May 2025 06:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36313 |
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