PERANCANGAN DAN IMPLEMENTASI STRATEGI PEMASARAN DIGITAL BERBASIS MODEL SOSTAC UNTUK PENINGKATAN PENJUALAN PRODUK UMKM VIERA ART

Abstract

This study aimed to design and implement a digital marketing strategy based on the SOSTAC model to increase the sales of Viera Art SME products. The main problem was that digital marketing activities were conducted without a structured planning framework and paid digital advertising remained underutilized. This study employed a descriptive qualitative method with an applied evaluative approach. Data were collected through interviews, observations, and documentation, and analyzed using the Miles and Huberman model. A SWOT analysis was conducted as the basis for formulating a SOSTAC-based digital marketing strategy, while implementation was carried out through Meta Ads and evaluated using CTR, CPC, and Result indicators. The findings showed that Viera Art was positioned in the WO strategy quadrant, utilizing market opportunities to overcome weaknesses in digital marketing management. The SOSTAC model provided a more structured and measurable marketing framework. Meta Ads implementation improved advertising performance, with CTR increasing from 1.58% to 2.63%, CPC decreasing from IDR 1,079 to IDR 930, and generating 13 messaging conversations, contributing to a sales revenue of IDR 121,987,000. Therefore, the SOSTAC model supported by Meta Ads proved effective in improving digital marketing performance and increasing sales of Viera Art SME products.