Pramista, Diva Ayu (2026) PERANCANGAN STRATEGI DIGITAL MARKETING MENGGUNAKAN METODE SEGMENTATION, TARGETING, DAN POSITIONING (STP) UNTUK MENINGKATKAN KINERJA PEMASARAN PADA CV. DINO ASY-SYIFA KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.
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Abstract
Diva Ayu Pramista. 2026. Website and Social Media-Based Digital Marketing Strategy to Improve Marketing Performance at CV. Dino Asy-Syifa, Madiun City. Undergraduate Thesis. Information Systems Study Program, Faculty of Engineering, Universitas PGRI Madiun. Advisor I: Ridho Pamungkas, S.Kom., M.Kom. Advisor II: Asnawi, S.Kom., M.Kom. This study aims to analyze the current marketing conditions, examine the results of the SWOT analysis as the basis for developing a marketing strategy, design a website and social media-based digital marketing strategy using the Segmentation, Targeting, and Positioning (STP) method, implement the proposed strategy, and evaluate its impact on the marketing performance of CV. Dino Asy-Syifa Madiun City. This research employed a descriptive qualitative approach using a case study method. Data were collected through observation, interviews, and documentation. The data were analyzed through data reduction, data presentation, and conclusion drawing. The results indicate that prior to the implementation, the company's marketing activities relied primarily on direct promotion, WhatsApp, and SIPLah without utilizing a website or social media. Based on the SWOT and STP analyses, a digital marketing strategy was developed by utilizing a WordPress-based website as a branding medium and Instagram as a promotional platform. The implementation resulted in the development of a company profile website and a business Instagram account, which were utilized to disseminate company information and promote products. The evaluation demonstrated an improvement in marketing performance, as evidenced by the Instagram account reaching 292 accounts, generating 328 impressions, achieving a 6.4% follower growth rate, and the website receiving 22 visitors and 60 page views during the evaluation period. The findings indicate that implementing a website and social media-based digital marketing strategy expanded the company's marketing reach, enhanced its visibility, strengthened its digital promotional media, and contributed to improving the marketing performance of CV. Dino Asy-Syifa Madiun City. This study is expected to serve as a reference for micro, small, and medium enterprises (MSMEs) in developing integrated digital marketing strategies that align with business characteristics and market needs. Keywords: digital marketing strategy, website, social media, SWOT, STP, marketing performance.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata kunci: strategi digital marketing, website, media sosial, SWOT, STP, kinerja pemasaran. Keywords: digital marketing strategy, website, social media, SWOT, STP, marketing performance. |
| Subjects: | A Social Sciences > HF Commerce Q Science > QA Mathematics > QA75 Electronic computers. Computer science |
| Divisions: | Fakultas Teknik > Sistem Informasi |
| Depositing User: | PRAMISTA AYU DIVA |
| Date Deposited: | 10 Sep 2026 05:40 |
| Last Modified: | 10 Sep 2026 05:40 |
| URI: | http://eprint.unipma.ac.id/id/eprint/9676 |
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