Strategi Komunikasi Pemasaran Digital Merek Perhiasan X: Analisis dengan Pendekatan SOSTAC
DOI:
https://doi.org/10.34149/jebmes.v6i1.178Keywords:
Pemasaran digital, SOSTAC, Pemasaran internet, Perilaku konsumenAbstract
The growth of internet users in Indonesia requires a brand to adapt in the marketing communication effort, especially digital marketing communication. This phenomenon presents an opportunity for brands to reach a wider audience, including brand X, which is one of the leading jewelry brands in Indonesia. Using a mixed method, this research combines quantitative (consumer survey) and qualitative method (consumer interview and brand X’s employees interview), as well as netnography about digital trends and competitors. Using the SOSTAC framework, this study discusses the current digital marketing communication strategy of brand X, the internal and external factors that influence brand X, as well as the changing consumer preference in digital platforms. This study found that there is still a gap in the integration between online and offline channels, and inconsistency in communicating the unique value proposition. The results of this finding serve as a basis to formulate digital marketing strategy. The recommended strategy aims to improve digital marketing communication effort to align it with business objectives, thereby increasing customer engagement, expanding audience reach, and building customer trust. This study provides a broader understanding of digital marketing communication strategies for luxury retail and offers actionable insights for practitioners to face the industry dynamics.
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