Communication Strategy of Online Marketing for Local Products (Study Case: Leather Bag Craft Product from West Java, Indonesia through Instagram and Facebook)
Ike Junita Triwardhani, Rangga Handika, Rabiatul Adwiyah, Alhamuddin
Unisba
Abstract
The marketing communication strategy is one of the first steps in introducing the product to consumers in order to get a lot of profit from the business. Based on data from the Department of Industry, Trade and SMEs of West Java in 2017, the number of leather businesses in West Java are 817. The purpose of this study was: to recognize the internal and external factors influencing online marketing communication of leather bag crafts in West Java and to analyze online marketing communication strategies through social media on leather bag craft products in West Java. The research method used was SWOT analysis. Based on the results of the SWOT quadrant analysis, SMEs in the West Java Leather Bag were found on Map of Quadrant III. Quadrant III illustrated that the organization experienced some weaknesses in various ways (internal) so that profitable opportunity was difficult to achieve. For this reason, the right strategy to use is the alternative of strategy 3, those which are consolidation, improvement, changing perspective and elimination the causes of problems so that threats can be avoided with a value of (-0.512, 0.317).
Keywords: Marketing Communication, Strategy, SWOT
Topic: Communication