E-Commerce Based Marketing Strategy of Seaweed Processed Products of Aulia Sari Bandung, West Java

Abstract

This study aims to analyze the efficiency and marketing strategy of e-commerce seaweed processed products at Aulia Sari Bandung. The research was conducted with a survey method with a snowball sampling technique to 45 respondents consisting of producers and consumers of the products. The survey results were analyzed descriptively qualitatively. The research was conducted at Aulia Sari Bandung on Jl. Inspeksi Pengairan No. 3 Cipamokolan Bandung City, West Java from July to November 2020. The data sources used are primary and secondary data. Primary data obtained by interviewing informants. Secondary data were obtained from regular consumers or second informants and literature studies related to this research. Data analysis was performed using analysis of SWOT (Strength, Weakness, Opportunity, Threat) and QSPM (Quantitative Strategic Planning Matrix). The results showed that the coordinates of Aulia Sari Bandung are at position X, Y = 0.37; 0.10, which means that it is in quadrant I position by supporting aggressive strategies which means having opportunities and strengths than can be utilized maximally. Some alternative strategies that can be done are maintaining the quality of production, improving and facilitating services using Whatsapp and Go-Food, increasing promotion and sales via Instagram and Facebook, maintaining marketing from Whatsapp and Go-Food to obtain maximum benefits, and improving product promotion and marketing through online marketing media to make it look attractive.