IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN DIGITAL JASA MENGGUNAKAN MODEL SOSTAC DITINJAU DARI PEMASARAN ISLAMI

Penulis

  • Dhea Emilia Susanti Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya, Indonesia
  • Khusnul Fikriyah Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i1.8060

Abstrak

This study aims to identify and analyze digital marketing communication strategies using the SOSTAC model (Situation Analysis, Objectives, Strategy, Tactics, Action, and Control). Then, identifying the implementation of digital marketing communications at the Lembaga Kursus dan Pelatihan Bahasa Arab Al-Azhar in terms of Islamic marketing. The research method used is descriptive qualitative. Collecting data using interviews, observation, and documentation. Furthermore, data analysis uses source and technique triangulation methods. The results of research based on the SOSTAC model shows that the digital marketing communication strategy at the institution is adequate. Supported by the use of digital channels such as Instagram, Facebook, TikTok, and websites. Furthermore, the implementation of digital marketing communications meets Islamic marketing ethics. This is related to the application of Islamic values in the institutional environment in Arabic language learning activities and product marketing strategies.

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Unduhan

Diterbitkan

2023-01-27

Cara Mengutip

Susanti, D. E., & Fikriyah, K. (2023). IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN DIGITAL JASA MENGGUNAKAN MODEL SOSTAC DITINJAU DARI PEMASARAN ISLAMI. JURNAL ILMIAH EDUNOMIKA, 7(1). https://doi.org/10.29040/jie.v7i1.8060

Terbitan

Vol 7 No 1 (2023): EDUNOMIKA : Vol. 07, No. 01, 2023

Bagian

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