Optimalisasi Pemasaran Online Melalui Integrasi Platform Guna Meningkatkan Penjualan Produk Kelor CV. Tri Utami Jaya
DOI:
https://doi.org/10.36312/ej.v6i2.2960Keywords:
Pemasaran Online, Integrasi Platform Digital, UMKM, Produk KelorAbstract
Penelitian ini bertujuan untuk merancang dan mengembangkan model pemasaran online terintegrasi guna meningkatkan penjualan produk kelor pada CV. Tri Utami Jaya di Mataram, Lombok. Metode yang digunakan adalah kualitatif deskriptif dengan pendekatan mendalam untuk menggali proses, tantangan, dan peluang dalam optimalisasi pemasaran digital. Unit analisis adalah pemilik usaha yang terlibat langsung dalam pengelolaan sistem pemasaran online. Lokasi penelitian ditentukan secara purposive dengan kriteria UMKM yang bergerak di bidang pengolahan produk kelor di Kota Mataram. Data yang digunakan bersifat kualitatif, terdiri dari data primer yang diperoleh melalui wawancara mendalam, observasi partisipatif, dan dokumentasi, serta data sekunder seperti arsip konten digital, laporan penjualan, statistik media sosial, dan literatur terkait. Pengumpulan data difokuskan pada praktik promosi dan penggunaan media digital oleh perusahaan. Analisis data dilakukan secara tematik dengan mengacu pada model interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa integrasi seluruh kanal digital (WhatsApp, Facebook, Instagram, TikTok, Shopee, Tokopedia) melalui platform penghubung seperti Google Business, Taplink, Lynk.id, dan Mengantar.id mampu meningkatkan efektivitas promosi, memperluas jangkauan pasar, dan mempercepat respon terhadap permintaan konsumen. Model pemasaran online terintegrasi ini terbukti meningkatkan efisiensi operasional dan penjualan produk kelor secara signifikan.
Optimization of Online Marketing Through Platform Integration to Increase Sales of Moringa Products at CV. Tri Utami Jaya
Abstract
This study aims to design and develop an integrated online marketing model to increase the sales of moringa-based products at CV. Tri Utami Jaya in Mataram, Lombok. A descriptive qualitative method was used, employing an in-depth approach to explore the processes, challenges, and opportunities in optimizing digital marketing. The unit of analysis is the business owner who is directly involved in managing the online marketing system. The research location was determined purposively, with criteria focused on MSMEs engaged in moringa product processing in Mataram City. The data used is qualitative, consisting of primary data obtained through in-depth interviews, participatory observation, and documentation, as well as secondary data such as digital content archives, sales reports, social media statistics, and related literature. Data collection focused on the company’s promotional practices and the use of digital media. Data analysis was conducted thematically, referring to Miles and Huberman’s interactive model, which includes data reduction, data display, and conclusion drawing. The results show that integrating all digital channels (WhatsApp, Facebook, Instagram, TikTok, Shopee, Tokopedia) through linking platforms such as Google Business, Taplink, Lynk.id, and Mengantar.id can improve promotional effectiveness, expand market reach, and accelerate responses to consumer demand. This integrated online marketing model has proven to significantly enhance operational efficiency and product sales.
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