STRATEGI BAURAN PEMASARAN BERBASIS DIGITAL MENGGUNAKAN SWOT UNTUK MENINGKATKAN DAYA SAING APOTEK JOY MEDIKA SURABAYA
DOI:
https://doi.org/10.31004/joecy.v6i1.8311Keywords:
Digital Marketing Mix, Digital Marketing, and Competitiveness, Bauran Pemasaran Dgital, Digital Marketing, Dan Daya SaingAbstract
The purpose of this study is to find out the overview of the digital marketing mix implemented by Joy Medika Pharmacy, know internal and external factors, formulate digital marketing strategies, and find out how to implement effective digital marketing strategies that can increase the competitiveness of Joy Medika Pharmacy. The location of this study uses the Joy Medika Surabaya Pharmacy, because the pharmacy has just opened so it needs to increase turnover and to be able to compete with other pharmacies. This type of research uses qualitative descriptive. Data analysis uses SWOT analysis. Data validity analysis was conducted using triangulation. Based on research, it shows that Joy Medika Pharmacy has implemented a digital marketing mix even though digital marketing is still limited using Whatsapp Broadcast and Whatsapp Catalog, it is not yet in the marketplace and there are limitations of human resources who manage the marketplace. Joy Medika Pharmacy, in the face of increasingly dynamic competition, needs to conduct digital marketing optimally through social media such as Tiktok and Instagram, as well as marketplaces and others digital health platforms.
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