Social Media Marketing Strategy To Increase Income During The Pandemic At The Balikpapan Coffee Shop

Eza Nugraha Margana(1*), Arwin Sanjaya(2), Muhammad Tommy Fimi Putera(3),

(1) Universty Mulawarman
(2) Mulawarman University, Indonesia
(3) Mulawarman University, Indonesia
(*) Corresponding Author



Abstract


This paper discusses the Social Media Marketing Strategy of Kedai Teman Balikpapan during the Pandemic that occurred in almost all countries in the world. This type of research is descriptive qualitative research. by using the calculation of the SWOT Matrix, Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) Matrix to get the best Social Media Marketing for Teman Kopi Balikpapan. Based on the swot analysis results, it is known that the EFAS results obtained a score with a total opportunity of 1.94 and a total threat of 1.72. Meanwhile, the total score of the IFAS matrix with a total strength of 1.77 and a total weakness of 2.06. The total value of the average score on the EFAS matrix is 3.66 while the IFAS matrix is 3.82. Based on the results of the analysis, at Kedai Teman Balikpapan, Kedai Teman Balikpapan is placed in quadrant 3 and the marketing strategy that can be applied is the TurnAround strategy. This research is expected to be an input for Kedai Teman Balikpapan which uses social media as a medium for promoting its services and products during the Pandemic. This study aims to find out how to use social media as a business strategy by Kedai Teman Balikpapan.


Keywords


Social Media Marketing; SWOT Matrix; EFAS Matrix; IFAS

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