Year: 2024 | Month: March | Volume: 11 | Issue: 3 | Pages: 360-367
DOI: https://doi.org/10.52403/ijrr.20240345
Digital Marketing Strategy in Increasing Competitive Advantage of Companies (Chewid Fashion Case Study)
Annisa Cynthia Wardhani1, Tri Lestira Putri Warganegara2
1,2Faculty of Economics and Business, Bandar Lampung University
Jl. ZA. Pagar Alam No.26, Labuhan Ratu, Bandar Lampung City, Lampung 35142
Corresponding Author: Annisa Cynthia Wardhani
ABSTRACT
Competition in the same area and similar products being sold means that Chewid Fashion must increase innovation in digital marketing to increase the number of consumers. Therefore, the aim of this research is to explore the digital marketing strategies that have been implemented by Chewid Fashion to increase sales. The approach used is qualitative, with the owner of Chewid Fashion as the main informant. Observation, interviews, and documentation are the data collection techniques applied in this research. The results show that Chewid Fashion has adopted various marketing strategies, including promotion through Chewid Fashion's digital marketing involves advertising strategy, collaboration with influencers, and product innovation. SWOT analysis uses the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS) matrix, SWOT diagram and SWOT Matrix. The results of the analysis show that the highest weight is 0.71 for strengths, 0.24 for weaknesses, 0.86 for opportunities, and 0.29 for threats. The average score on the IFAS matrix is 3.41, while on the EFAS matrix it is 3.29. The conclusion of this analysis places Chewid Fashion in quadrant I, indicating the need to implement aggressive growth strategies in marketing.
Keywords: SWOT Analysis, SWOT Matrix, Business Strategy
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