EFFECTIVE DIGITAL MARKETING STRATEGIES TO INCREASE CONSUMER PURCHASE INTENTION FOR OMAH KOI SLEMAN

Abstract

This research examines the strategy of using social media by Omah Koi Sleman to increase consumer interest. The focus of this study is to analyse how far social media can provide education related to the products offered to increase consumer interest in using these products. This research uses a qualitative descriptive approach with SWOT analysis and is deepened through interview techniques. The informants in this study are the owner, employees, and consumers of Omah Koi Sleman as representatives of the company in providing data and information related to the research topic. The results of the study show that social media such as Instagram and WhatsApp are very useful for reaching the target market through ease of communication. Digital marketing also provides great benefits in building brand image and increasing sales. However, Omah Koi Sleman still needs to maximize the use of other social media to reach a larger market. Thus, Omah Koi Sleman has a great opportunity to develop the marketing of the products offered by increasing content creativity and utilizing technological advancements.