Iman, Muhammad Izhharul (2026) Evaluasi Implementasi Dan Formulasi Strategi Digital Marketing Pada Perusahaan Industri Teknologi (Studi Kasus: PT. Nakula Sadewa). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi digital mendorong perusahaan untuk mengoptimalkan implementasi Digital Marketing guna meningkatkan visibilitas dan daya saing bisnis. PT. Nakula Sadewa sebagai perusahaan di bidang solusi teknologi telah memanfaatkan berbagai kanal Digital Marketing, seperti Website, Search Engine Optimization (SEO), Google Ads, Meta Ads, Google Analytics, dan media sosial. Namun, implementasinya belum berjalan secara optimal karena masih menghadapi keterbatasan sumber daya manusia, pengelolaan konten yang belum terstruktur, keterbatasan anggaran, dan belum optimalnya pemanfaatan Website sebagai media Lead Generation. Penelitian ini bertujuan untuk mengevaluasi implementasi Digital Marketing, mengidentifikasi faktor internal dan eksternal yang memengaruhinya, serta merumuskan strategi Digital Marketing yang sesuai dengan kondisi perusahaan. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi, kemudian dianalisis menggunakan analisis tematik, analisis SWOT, dan Matriks SWOT. Hasil penelitian menunjukkan bahwa implementasi Digital Marketing PT. Nakula Sadewa telah memanfaatkan berbagai kanal digital sebagai media promosi, komunikasi, dan Lead Generation, namun masih memerlukan pengembangan pada aspek perencanaan strategi, pengelolaan konten, segmentasi pasar, dan optimalisasi Website. Berdasarkan hasil analisis SWOT, strategi prioritas yang direkomendasikan meliputi penyusunan content calendar secara terstruktur, optimalisasi Website sebagai media Lead Generation, pemanfaatan Artificial Intelligence (AI) dalam aktivitas Digital Marketing, serta penguatan segmentasi pasar dan personalisasi konten. Strategi tersebut diharapkan dapat menjadi acuan manajerial bagi PT. Nakula Sadewa dalam meningkatkan efektivitas implementasi Digital Marketing secara lebih terarah dan berkelanjutan.
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The rapid development of digital technology has encouraged companies to optimize the implementation of Digital Marketing to enhance visibility and business competitiveness. PT. Nakula Sadewa, a technology solutions company, has implemented various Digital Marketing channels, including its Website, Search Engine Optimization (SEO), Google Ads, Meta Ads, Google Analytics, and social media. However, its implementation has not yet been fully optimized due to limited human resources, unstructured content management, budget constraints, and the underutilization of the Website as a Lead Generation platform. This study aims to evaluate the implementation of Digital Marketing, identify the internal and external factors affecting its implementation, and formulate appropriate Digital Marketing strategies based on the company's conditions. This study employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observations, and documentation, and analyzed using thematic analysis, SWOT analysis, and the SWOT Matrix. The findings indicate that PT. Nakula Sadewa has utilized various digital channels as media for promotion, communication, and Lead Generation; however, improvements are still required in strategic planning, content management, market segmentation, and Website optimization. Based on the SWOT analysis, the recommended priority strategies include developing a structured content calendar, optimizing the Website as a Lead Generation platform, utilizing Artificial Intelligence (AI) in Digital Marketing activities, and strengthening market segmentation and content personalization. These strategies are expected to serve as managerial guidance for PT. Nakula Sadewa in improving the effectiveness of its Digital Marketing implementation in a more systematic and sustainable manner.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Analisis Tematik, SWOT, Strategi Digital Marketing |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Muhammad Izhharul Iman |
| Date Deposited: | 04 Aug 2026 02:08 |
| Last Modified: | 04 Aug 2026 02:08 |
| URI: | http://repository.its.ac.id/id/eprint/142676 |
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