Amelia, Yoehana Rizky (2026) ANALISIS STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN PENJUALAN PRODUK UMKM: OTAK-OTAK BANDENG PRIMARASA DI LAMONGAN. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Yoehana Rizky Amelia, 2026. Analysis of Digital Marketing Strategies to Increase Sales of MSME Products: Primarasa Milkfish Otak-Otak in Lamongan. This study aims to analyze the digital marketing strategies implemented by the Primarasa Milkfish Otak-Otak MSME in Lamongan Regency in an effort to increase product sales. The study employs a qualitative descriptive approach using a case study method. Data analysis utilizes the SWOT framework, operationalized through the IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) matrices, to identify internal and external factors influencing the effectiveness of the business’s digital marketing strategies. The Primarasa Bandeng Otak-Otak SME has utilized four digital platforms in its marketing activities—namely Shopee, TikTok, WhatsApp, and Instagram—each serving distinct functions tailored to the characteristics of the respective platforms. Sales data for the 2024–2025 period revealed significant seasonal fluctuations, with peak sales occurring in the second and fourth quarters. The implementation of digital marketing through Shopee and TikTok since 2025 contributed to total revenue of over Rp45 million in the first year of use. The SWOT analysis places this business in Quadrant I with coordinates (+1.35; +1.35), reflecting a highly favorable condition where dominant internal strengths meet significant external opportunities. These conditions recommend the implementation of an SO (Strengths-Opportunities) strategy focused on aggressive growth, including intensifying the production of authentic storytelling-based content on TikTok, activating paid advertising features, collaborating with local content creators, improving packaging systems for long-distance shipping, and developing digital content SOPs to ensure operational sustainability. Keywords: digital marketing; SMEs; sales growth; SWOT analysis
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Amelia Yoehana Amel | ||||||||
| Date Deposited: | 02 Jul 2026 08:14 | ||||||||
| Last Modified: | 02 Jul 2026 08:50 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54466 |
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