Analysis of Online Marketing Strategy Formulation in Rananta Store Batam

Yulinda Tarigan, Ardella Shafira, Morgan Kindler

Abstract

This study aims to find out how the online marketing strategy at Rananta Store Batam is based on a SWOT analysis. The method used in this research is qualitative method. Data is collected using the interview method. The subjects in this study were 1 online shop owner and 1 advertiser. Data analysis using SWOT analysis is used to find internal and external factors of the company. A qualitative assessment was carried out to assess the dominant factors of Rananta Store supported by weighting the results of interviews with informants. The results of this study based on the SWOT analysis showed that the IFAS matrix showed strength and weakness factors having a total score of 3.29. This shows that Rananta Store's b usiness is in a strong internal position. Furthermore, the EFAS matrix shows that the opportunity and threat factor has a total score of 3.14. This shows that Rananta Store can respond to opportunities that exist by avoiding threats that are in the same business. From the results of this study, Rananta Store is expected to bring up new innovations in the company in order to remain competitive and have an appeal for consumers by following the development of current trends.

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Paper Citation


in Harvard Style

Tarigan Y., Shafira A. and Kindler M. (2020). Analysis of Online Marketing Strategy Formulation in Rananta Store Batam. In Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS, ISBN 978-989-758-517-3, pages 277-281. DOI: 10.5220/0010354802770281


in Bibtex Style

@conference{icaess20,
author={Yulinda Tarigan and Ardella Shafira and Morgan Kindler},
title={Analysis of Online Marketing Strategy Formulation in Rananta Store Batam},
booktitle={Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,},
year={2020},
pages={277-281},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010354802770281},
isbn={978-989-758-517-3},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,
TI - Analysis of Online Marketing Strategy Formulation in Rananta Store Batam
SN - 978-989-758-517-3
AU - Tarigan Y.
AU - Shafira A.
AU - Kindler M.
PY - 2020
SP - 277
EP - 281
DO - 10.5220/0010354802770281