Perancangan Strategi Digital Marketing pada Produk Bumbu Instan Noeya Menggunakan Metode Sostac

Abstract

Bumbu Instan Noeya is a small to medium-sized enterprises that runs culinary industry, especially wet instant spices. Bumbu Instan Noeya Sells its products through offline stores, supermarkets and several social media and E-marketplaces. Since the Covid-19 pandemic broke out in Indonesia, there has been an increase in sales through digital media by 26%, namely on social media Facebook, but on other digital media there has been no increase in sales. This happens because the use of digital media owned by Bumbu Instan Noeya has not been optimal. This research aims to design a digital marketing strategy for Bumbu Instan Noeya products using the SOSTAC method which is organized into six stages, namely situation analysis, objective, strategy, tactics, action, and control. The results of the digital marketing strategy design are the creation and optimization of social media (social media marketing) as a marketing and sales medium and other strategies, namely social media optimization, content marketing, video marketing, podcasts, influencer marketing and user generated content. In addition, Bumbu Instan Noeya is also collaborating with several Instagram accounts that support products produced by small to medium-sized enterprises and will also open an online store through the e-marketplace platform.