Starting from the presence of Covid 19 attacking the earth, all aspects of society were adversely affected in terms of health, education and also economic sector.
Mr. Yusuf, a young entrepreneur who had been affected by the economy due to the pandemic, he had the idea to open a business such as a modern beverage product called “BOBA”, and he gave the name of the product by “BOBA FAMILY”. Due to the implementation of social restrictions such as lockdown, at the beginning of the sales period it didn’t give significant profits, because it’s not many people knew about the existence of “BOBA FAMILY” then he carried out a marketing strategy by recruiting several youths who were vocational students to help his business in carrying out a good sales strategy that suitable for pandemic, namely “Digital marketing strategy”.
The first strategy is creating accounts on social media as promotional platforms such as Instagram, Facebook, WhatsApp and so on. In addition, another form of digital marketing strategy used is making an attractive posters for BOBA product to post on social media. In order to attract customers, a review of BOBA Family product was also made to convince potential customers to buy BOBA product. The review is saved and shared on social media.
It turned out as expected, by using a digital marketing strategy carried out by the owner assisted by young people who play a very important role in doing digital marketing, BOBA FAMILY product get a very significant increase in buyer interest by getting more benefit than before, this product also attracted the attention of prospective customers. Beside it, the other entrepreneurs come to invite owner for working together to open BOBA family branches in other areas with a Franchise system, so now, BOBA family product already had 10 branches in different areas in Sukabumi.
To prove that the digital marketing strategy plays a very important role, some customers are asked questions in the form of a Questionnaire about the BOBA Family product, why do customers prefer BOBA FAMILY product better than the other products and where did they find out about BOBA family product.
From the result of increasing sales, and the result of questions are asked to some customers, it can be concluded that Digital Marketing Strategy is very influential on businesses during the pandemic.
KELOMPOK PEJABAT SANTEN
SMK NEGERI 1 SAGARANTEN
Intan Sri Pebriyani
M. Irgie Saputra
Zahwa Oktarani Putri
Desti Zahra Ibrahim
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