Strategi Pemasaran Digital Industri Pengecoran Logam Menggunakan Analisis SWOT

Authors

  • Prem Adryan Syahputra Universitas Proklamasi 45
  • Syaiful Mansyur Universitas Proklamasi 45

Keywords:

pemasaran digital, SEO, SWOT, IFAS–EFAS, pengecoran logam

Abstract

Penelitian ini bertujuan mengevaluasi kondisi pemasaran digital dan merumuskan strategi pengembangan pada CV. Mulya Jaya, perusahaan pengecoran logam dan permesinan yang melayani pasar bisnis-ke-bisnis. Penelitian menggunakan pendekatan deskriptif-evaluatif berdasarkan dokumentasi website dan Instagram, observasi kanal digital, serta snapshot Search Engine Optimization dari Ubersuggest. Analisis mencakup audit website dan media sosial, organic traffic, organic keywords, domain authority, backlinks, perbandingan kompetitor, serta penyusunan matriks Internal Factor Analysis Summary dan External Factor Analysis Summary. Website memperoleh 408 kunjungan organik per bulan, memiliki 14 organic keywords, domain authority sebesar 4, dan 4 backlinks. Akun Instagram belum memiliki unggahan dan performa SEO masih didominasi branded keywords. Skor IFAS dan EFAS masing-masing sebesar 2,41 dan 2,82. Perhitungan koordinat strategi menghasilkan nilai internal 0,73 dan eksternal 1,02, sehingga perusahaan berada pada Kuadran I dengan orientasi strategi Strength–Opportunity. Prioritas perbaikan meliputi pengembangan halaman produk berbasis kata kunci, pemanfaatan portofolio sebagai content marketing, aktivasi Instagram, integrasi media sosial dengan website, dan peningkatan backlink berkualitas. Hasil tersebut menunjukkan bahwa perusahaan telah memiliki fondasi digital, tetapi memerlukan pengelolaan konten dan SEO yang lebih terstruktur untuk memperluas jangkauan calon pelanggan industri.

References

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1

Balaji, M. S., Behl, A., Jain, K., Baabdullah, A. M., Giannakis, M., Shankar, A., & Dwivedi, Y. K. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management, 113, 243–257. https://doi.org/10.1016/j.indmarman.2023.06.011

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, Article 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Habiibah, A. Z. M., Hermawan, A., & Guntara, R. G. (2024). Implementasi teknik SEO dengan metode on-page dan off-page dalam meningkatkan peringkat website Canopybandung.com. Jurnal Ilmiah Multidisiplin, 3(9), 323–338.

Hayaty, M., & Meylasari, D. (2018). Implementasi website berbasis search engine optimization (SEO) sebagai media promosi. Jurnal Informatika, 5(2), 295–300.

Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276–290. https://doi.org/10.1016/j.indmarman.2020.07.022

Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164–175. https://doi.org/10.1016/j.indmarman.2015.07.002

Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183–195. https://doi.org/10.1016/j.jbusres.2021.03.061

Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3

Rayendra, R., Qurthuby, M., Humairah, M., & Satriardi. (2023). Analisis penetapan strategi pemasaran menggunakan metode SWOT di PT. Pandawa Satria Nusantara. Jurnal Surya Teknika, 10(2), 866–874. https://doi.org/10.37859/jst.v10i2.6429

Sadiah, H., & Maharani, S. H. (2024). Optimasi SEO on-page untuk meningkatkan visibilitas dan traffic website e-commerce: Studi kasus pada website Fahmi Sasirangan. Jurnal Bisnis dan Manajemen, 3(2), 76–85.

Safitri, Z., El, W., Sitorus, V. P., & Noviyanti, I. (2024). Analisis SWOT terhadap pengembangan strategi bisnis pada Warung Makan Asyik Desa Balunijuk. Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis, 2(3), 140–153. https://doi.org/10.61132/manuhara.v2i3.967

Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073

Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294–310. https://doi.org/10.1016/j.indmarman.2022.06.006

Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022

Downloads

Published

2026-07-12

How to Cite

Syahputra, P. A., & Mansyur, S. (2026). Strategi Pemasaran Digital Industri Pengecoran Logam Menggunakan Analisis SWOT. Jurnal Teknik Industri Manajemen Dan Manufaktur, 2(2), 52–59. Retrieved from https://ejournal.up45.ac.id/index.php/jtim/article/view/2834

Issue

Vol. 2 No. 2 (2026): April 2026

Section

Tim Redaksi Jurnal JTIM

License

Copyright (c) 2026 Prem Adryan Syahputra, Syaiful Mansyur

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with Jurnal Teknik Industri Manajemen dan Manufaktur agree to the following terms:

Authors retain copyright and grant the Jurnal Teknik Industri Manajemen dan Manufaktur right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Teknik Industri Manajemen dan Manufaktur

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Teknik Industri Manajemen dan Manufaktur. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).