SOSTAC sebagai Strategi Pemasaran Digital pada Start-Up Picnicker untuk Meningkatkan Merchant
Abstract
This study examines and reveals that digital marketing strategies using SOSTAC are more effectively applied to startups during the post-pandemic compared to strategies that are already mainstream. The novelty of this research lies in the application of the SOSTAC strategy for start-up businesses. The research method used is SOSTAC or short for Situation Analysis, Objective, Strategy, Tactic, Action, and Controlling. In the early days before implementing SOSTAC, the startup had difficulty increasing merchants. Even though the number of merchants who join this startup is one indication of the success of the business. The Key Performance Indicators used are 12 digital marketing dimensions plus 1 target increase in merchants. The results showed a significant increase in each component of the indicators used. Performance improvement based on the smallest percentage is 14% and the highest is 500%. This study at the same time reinforces previous research that the application of SOSTAC is more effective when compared to using the usual strategy.
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Tardan, P. P., Shihab, M. R., & Yudhoatmojo, S. B. (2017). Digital marketing strategy for mobile commerce collaborative consumption startups. 2017 International Conference on Information Technology Systems and Innovation, ICITSI 2017 - Proceedings, 2018-January. https://doi.org/10.1109/ICITSI.2017.8267962
Berger-Remy, F., Laporte, M. E., & Aimé, I. (2021). The Reconfiguration of Marketing Organization in the Age of Digital Transformation: A Paradox Perspective. Management Revue, 32(2). https://doi.org/10.5771/0935-9915-2021-2-108
Cowley, M. B. (2016). “Jellies & Jaffasâ€: Applying PR Smith’s SOSTAC Marketing Model to an Online Confectionary Start-Up. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2834279
Crawford, W. (1996). The digital economy: Promise and peril in the age of networked intelligence. The Journal of Academic Librarianship, 22(5). https://doi.org/10.1016/s0099-1333(96)90098-1
Desai V, & Vidyapeeth B. (2019). Digital Marketing: A Review. International Journal of Trend in Scientific Research and Development, 196–200.
GarcÃa-Santiago, L. (2021). Digital Marketing in Times of COVID-19. https://doi.org/10.4018/978-1-7998-6799-9.ch006
Hennyeyová, K., Janšto, E., Šilerová, E., & Stuchlý, P. (2021). Influence of Key Performance Indicators in Marketing on the Financial Situation of Wine Producers Using ICT. Agris On-Line Papers in Economics and Informatics, 13(3). https://doi.org/10.7160/aol.2021.130305
Indika, D. R., & Jovita, C. (2017). Media Sosial Instagram Sebagai Sarana Promosi Untuk Meningkatkan Minat Beli Konsumen. Jurnal Bisnis Terapan, 1(01), 25–32. https://doi.org/10.24123/jbt.v1i01.296
Irwanto, J., Murniati, W., & Fauziyah, A. (2021). Optimization of Digital Marketing Strategy with Implementation of SOSTAC Method. International Journal of Entrepreneurship and Business Development, 4(6).
Keller, K. L., Schultz, D. E., Schultz, H. F., Reid, M., Luxton, S., Mavondo, F., Caemmerer, B., Kitchen, P. J., Brignell, J., Li, T., Jones, G. S., Kliatchko, J., Kliatchko, J., Guissoni, L. A., Eagle, L., Kitchen, P. J., Hyde, K., Fourie, W., Padisetti, M., … Moriarty, S. E. (2016). Integrated Advertising, Promotion, and Marketing Communications. International Journal of Advertising, 27(1), 110–125.
Konstantinidis, S. Th. (2021). Internet of Things in education. In Digital Innovations in Healthcare Education and Training. https://doi.org/10.1016/b978-0-12-813144-2.00005-2
Kotler, Philip; Armstrong, G. (2017). Principle Of Marketing 15th edition. Pearson Prentice Hall.
Mellyan, M. (2020). Social Media Marketing; Strategi Komunikasi Bisnis Era Digital (Studi Analisis Portal TaniFund.com). At-Tanzir: Jurnal Ilmiah Prodi Komunikasi Penyiaran Islam, 11(1), 22–46. https://doi.org/10.47498/tanzir.v11i1.350
Narulia, R. Z. E. H. I. N. D. (2019). DIGITAL MARKETING SEBAGAI STRATEGI PEMASARAN. Jurnal Pengabdian Untuk Mu NegeRI, 3(2), 80–84.
Oktaviani, F., & Rustandi, D. (2018). Implementasi Digital Marketing dalam Membangun Brand Awareness. PRofesi Humas : Jurnal Ilmiah Ilmu Hubungan Masyarakat, 3(1), 1. https://doi.org/10.24198/prh.v3i1.15878
Patil, A. S., Navalgund, N. R., & Mahantshetti, S. (2022). Digital Marketing Adoption by Start-Ups and SMEs. SDMIMD Journal of Management, 13. https://doi.org/10.18311/sdmimd/2022/29677
Poddar, N., & Agarwal, D. (2019). A comparative study of application effectiveness between digital and social media marketing for sustainability of start-ups. International Journal of Business Insights & Transformation, 12(2).
Pradiani, T. (2017). Pengaruh Sistem Pemasaran Digital Marketing Terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan. JIBEKA, 11(2), 46–53.
Priatama, R., Ramadhan, I. H., Zuhaida, A.-, Akalili, A., & Kulau, F. (2021). Analisis Teknik Digital Marketing pada Aplikasi TikTok (Studi Kasus Akun TikTok @jogjafoodhunterofficial). SOCIA: Jurnal Ilmu-Ilmu Sosial, 18(1), 49–60. https://doi.org/10.21831/socia.v18i1.40467
Primasiwi, C., Irawan, M. I., & Ambarwati, R. (2021). Key Performance Indicators for Influencer Marketing on Instagram. Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020), 175. https://doi.org/10.2991/aebmr.k.210510.027
Reed, D. (2014). SOSTAC: The guide to the perfect digital marketing plan. In Journal of Direct, Data and Digital Marketing Practice (Vol. 16, Issue 2). https://doi.org/10.1057/dddmp.2014.79
Rifai, Z., Faqih, H., & Meiliana, D. (2021). Metode SOSTAC Untuk Penyusunan Strategi Digital Marketing pada UMKM Dalam Menghadapi Pandemi dan Pasca Pandemi. Jurnal Sains Dan Manajemen, 9(1).
Safanta, A., Shihab, M. R., Budi, N. F. A., Hastiadi, F. F., & Budi, I. (2019). Digital marketing strategy for laboratories marketplace. Journal of Physics: Conference Series, 1196(1). https://doi.org/10.1088/1742-6596/1196/1/012078
Santoso, R. (2020). REVIEW OF DIGITAL MARKETING & BUSINESS SUSTAINABILITY OF E-COMMERCE DURING PANDEMIC COVID-19 IN INDONESIA. Jurnal Ilmu Ekonomi Terapan), 5(2).
Sastra Millenium, A., Suardana, I. W., & Kusuma Negara, I. M. (2021). PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA STARTUP BIKE RENTAL BANANAZ BALI. Jurnal IPTA, 9(1). https://doi.org/10.24843/ipta.2021.v09.i01.p17
Smith, P., & Chaffey, D. (2012). eMarketing eXcellence. In eMarketing eXcellence. https://doi.org/10.4324/9780080504896
Surono, S., Rustono, R., Soegito, A., Rahardjo, T., Faizin, M., & Samsudin, A. (2020). Effectiveness Of Digital Based On Entrepreneurship, Management - Startups (Case Study In Pondok Pesantren Sunan Drajat). International Journal of Psychosocial Rehabilitation, 24(May).
Swan, S. (2020). How to create a digital marketing plan using PR Smith’s SOSTAC® Planning model. SmartInsights.
Tardan, P. P., Shihab, M. R., & Yudhoatmojo, S. B. (2017). Digital marketing strategy for mobile commerce collaborative consumption startups. 2017 International Conference on Information Technology Systems and Innovation, ICITSI 2017 - Proceedings, 2018-January. https://doi.org/10.1109/ICITSI.2017.8267962
Published
2023-01-25
How to Cite
NAZULFA, Indana; SANTOSO, Rudi.
SOSTAC sebagai Strategi Pemasaran Digital pada Start-Up Picnicker untuk Meningkatkan Merchant.
JMK (Jurnal Manajemen dan Kewirausahaan), [S.l.], v. 8, n. 1, p. 1-17, jan. 2023.
ISSN 2656-0771.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/ManajemenKewirausahaan/article/view/3053>. Date accessed: 21 dec. 2024.
doi: https://doi.org/10.32503/jmk.v8i1.3053.
Section
Artikel Ilmiah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
