DIGITAL MARKETING STRATEGY AND DESIGN FOR BENGKEL CAT BERKAH ABADI USING SOSTAC

ISWANTO, JACINTA DEWI (2022) DIGITAL MARKETING STRATEGY AND DESIGN FOR BENGKEL CAT BERKAH ABADI USING SOSTAC. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

The growing numbers of vehicles each year in Yogyakarta has impacted on the rapid and competitive growth of body repair & paint workshop business. Unlike manufacturing companies that can easily market their products, body repair & paint workshops which are service companies must be as effective as possible in promoting their services to maintain their business continuity. Bengkel Cat Berkah Abadi is one of the body repair & paint workshops whose business continuity is threatened due to the low frequency of orders. The remote location of the workshop impacts on low brand awareness. Additionally, the slow response admin and no funding allocated for marketing makes the order frequency even lower because potential customer prefers other workshop which has more promising services. These problems of course concerning the owner who is hoping that his business could sustain using any feasible methods without charging any cost. Based on these conditions, digital marketing using SOSTAC is the most feasible solution to increase brand awareness which could lead to the improvement of order frequency of Bengkel Cat Berkah Abadi because it has wider exposure, easy access, cost efficient even free of charge and easy to use by the company. SOSTAC method also provides an easy-to-follow guidelines on how to do an effective digital marketing. Finally, the outputs of this research are the digital marketing plan, digital marketing content, mini website, and WhatsApp auto chat for Bengkel Cat Berkah Abadi using an easy to use, familiar, and free platforms. This research also results in a significant increase in the number of customer engagement (no. of likes) as well as order frequency in February which indicates that the digital marketing implemented has successfully met the needs of the stakeholders and solved the problems.

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