Salsabila, Anisa and Widyastuti, Nurprapti Wahyu and Jaiz, Muhammad (2022) STRATEGIDIGITAL MARKETING COMMUNICATIONTOPADS MELALUI E-COMMERCEDALAM MEMPERTAHANKAN BISNIS SKALA UMKM DI MASA PANDEMI COVID-19 (Studi Kasus Pada Toko Online Ama Shopp di Kabupaten Karawang). S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

ABSTRAK Anisa Salsabila. NIM. 6662180041. Skripsi. STRATEGI DIGITAL MARKETING COMMUNICATION TOPADS MELALUI E-COMMERCE DALAM MEMPERTAHANKAN BISNIS SKALA UMKM DI MASA PANDEMI COVID-19 (Studi Kasus Pada Toko Online Ama Shopp di Kabupaten Karawang). Pembimbing I: Dr. Nurprapti Wahyu Widyastuti, S.Sos., M.Si dan Pembimbing II: Muhammad Jaiz, S.Sos, M. Pd Pada era krisis pandemi Covid-19 saat ini e-marketing atau pemasaran online khususnya pada bisnis UMKM merupakan upaya untuk bertahan dan bersaing agar terus bertumbuh maju. Oleh karena itu, diperlukan beberapa strategi yang optimal pada sebuah bisnis melalui e-commerce. Ama Shopp membuat strategi digital marketing communication melalui e-commerce Tokopedia dengan memanfaatkan iklan TopAds (Tokopedia Advertising) untuk mempertahankan bisnisnya di masa pandemi Covid-19. Penelitian ini menggunakan metode penelitian deskriptifkualitatif. Teknik pengumpulan data yang dilakukan observasi, wawancara mendalam dan dokumentasi. Hasil penelitian menunjukan Strategi Digital Marketing Communication Ama Shopp melalui e-commerce Tokopedia adalah dengan menerapkan teori 7 Stages of Digital Marketing Judy Strauss, mulai dari analisis SWOT yaitu menawarkan kualitas dan kelengkapan produk walaupun pengiriman yang dilakukan masih kurang optimal dikarenakan keterbatasan sumber daya manusia (SDM). Dalam mencapai aspek tugasnya Ama Shopp telah banyak melayani penjualan dengan perkiraan total 5000 produk terjual di Tokopedia selama pandemi satu tahun terakhir. Anggaran budget yang telah dicapai selaama pandemi pendapatan omset per tahun terakhir sebesar Rp.235.854.167. Selain itu, untuk manfaat tidak berwujud dari e-marketing ini adalah merk atau brand dari bisnis yang dijalankan menjadi lebih terkenal dan adanya permintaan pasar yang meningkat drastis selama pandemic Covid-19. Kata kunci: Strategi Digital Marketing Communication, e-marketing, UMKM. ABSTRACT Anisa Salsabila. NIM. 6662180041. Undergraduate Thesis. TOPADS DIGITAL MARKETING COMMUNICATION STRATEGY THROUGH E-COMMERCE IN MAINTAINING MSME SCALE BUSINESS IN THE COVID-19 PANDEMIC (Case Study at Ama Shopp Online Store in Karawang Regency). Advisor I: Dr. Nurprapti Wahyu Widyastuti, S.Sos., M.Si and Advisor II: Muhammad Jaiz, S.Sos, M. Pd In the current era of the Covid-19 pandemic crisis, e-marketing or online marketing, especially in the MSME business, is an effort to survive and compete in order to continue to grow forward. Therefore, several optimal strategies are needed for a business through e-commerce. Ama Shopp made a digital marketing communication strategy through Tokopedia e-commerce by utilizing TopAds (Tokopedia Advertising) advertisements to maintain its business during the Covid-19 pandemic. This study uses a qualitative descriptive research method. Data collection techniques were observation, in-depth interviews and documentation. The results show Ama Shopp's Digital Marketing Communication Strategy through Tokopedia e-commerce is to apply the theory of 7 Stages of Digital Marketing Judy Strauss, starting from a SWOT analysis which is to offer product quality and completeness even though the delivery is still not optimal due to limited human resources (HR). In achieving this aspect of its duties, Ama Shopp has served a lot of sales with an estimated total of 5000 products sold on Tokopedia during the last year's pandemic. The budget that has been achieved during the pandemic, the turnover income per last year is Rp. 235,854,167. In addition, the intangible benefits of e-marketing are that the brand or brand of the business being run becomes more famous and there is a drastic increase in market demand during the Covid-19 pandemic. Keywords: Digital Marketing Communication Strategy, e-marketing, MSMEs.

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