Analisis Strategi Pemasaran Dan Promosi Dalam Upaya Meningkatkan Volume Penjualan Produk Buku Metode AlBidayah Melalui Digital Marketing Di Masa Pandemi Covid 19

Mubarok, Achmad Hadi (2021) Analisis Strategi Pemasaran Dan Promosi Dalam Upaya Meningkatkan Volume Penjualan Produk Buku Metode AlBidayah Melalui Digital Marketing Di Masa Pandemi Covid 19. Masters thesis, Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember.

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Abstract

Achmad Hadi Mubarok , SE.2019. Analysis of Marketing and Promotion Strategies in an Effort to Increase Sales Volume of Al- Bidayah Method Book Products Through Digital Marketing During the Covid 19 Pandemic . Thesis . Postgraduate Sharia Economics Study Program, Jember State Islamic Institute . Advisor I: Dr. Abdul Wadudo Nafis , Lc ., MAY. Advisor II : Dr. Abdul Rokhim , S.Ag. , MEI Key words : Strategic Marketing , Promotions , Digital Marketing Basically the marketing strategy provides direction and purpose in relation to the problem of market segmentation, determination and identification of target markets, positioning , and elements of the marketing mix. Meanwhile, digital marketing is all marketing efforts of a product or service using internet-connected devices with various strategies and digital media, which aims to communicate with potential consumers with online communication channels. The focus of research in the thesis are (1) b How can marketing strategies and promotional products Methods Al- Bidayah in efforts to increase sales , (2) The circumstances of the effectiveness of digital marketing in the marketing and promotion of products Methods al Bidayah in past pandemics covid 19 (2) what are the supporting and inhibiting factors in the al bidayah method of product marketing. This study uses a descriptive qualitative approach. Determination of informants using purposive sampling technique . Meanwhile, for data collection using observation, interviews and documentation. The data that has been obtained is then analyzed using data reduction, data presentation, and verification/drawing conclusions. To test the validity of the data using triangulation. Results from the study showed that the approach to the analysis of SWOT discovery of some of the strengths , weaknesses , opportunities , and threats in the methods of al Bidayah . In addition to that , the strategy marketing and promotion done by maximizing media social as well as the making of the content of education quite effectively done seen from the increased turnover and also a follower who is getting increased .

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