Electronic Theses and Dissertation

Perkembangan era digital menyebabkan pelaku umkm dituntut untuk mampu menyesuaikan diri terhadap perubahan perilaku konsumen. chadijah collection merupakan umkm bidang fashion muslimah khususnya hijab yang mengalami penurunan penjualan akibat masih menerapkan sistem pemasaran konvensional. penelitian ini bertujuan untuk merancang dan menerapkan strategi digital marketing menggunakan metode sostac (situation, objectives, strategy, tactics, action, control) pada umkm chadijah collection. penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi. hasil penelitian menunjukkan bahwa chadijah collection memiliki keunggulan pada kualitas produk, harga yang kompetitif, dan loyalitas pelanggan offline, namun memiliki kelemahan berupa belum diterapkannya pemasaran digital dan branding visual. konsumen chadijah collection juga cenderung aktif menggunakan media sosial dan marketplace seperti instagram, tiktok, shopee, tiktok shop dan tokopedia dalam membeli serta mencari referensi produk. berdasarkan hasil analisis menggunakan metode sostac, strategi digital marketing yang dirancang meliputi pembuatan akun media sosial dan marketplace, penyusunan konten visual yang menarik dan informatif, penjadwalan unggahan konten, serta pemanfaatan fitur pada platform digital. strategi ini diharapkan dapat memperluas jangkauan pasar, meningkatkan citra merek (brand awareness), memperbaiki komunikasi dengan pelanggan, serta membantu meningkatkan penjualan chadijah collection. hasil dari control menunjukkan bahwa semua tujuan tercapai terdapat yaitu sell (s1) serve (s2), speak (s3), save (s4), sizzle (s5), akan tetapi pada s1 yang tercapai hanya tujuan memperluas pasar, dan tujuan meningkatkan penjualan produk tidak tercapai. kata kunci: umkm, fashion muslimah, strategi pemasaran, digital marketing, sostac, media sosial, e-commerce.

Abstract The development of the digital era has required Micro, Small, and Medium Enterprises (MSMEs) to adapt to changes in consumer behavior. Chadijah Collection is an MSMEs in the Muslim fashion industry, particularly hijab products, that has experienced a decline in sales due to its continued reliance on conventional marketing systems. This study aims to design and implement a digital marketing strategy using the SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) method for Chadijah Collection. This research employed a qualitative descriptive approach, with data collected through observation, interviews, and documentation. The results show that Chadijah Collection has strengths in product quality, competitive pricing, and customer loyalty from offline sales. However, the business still faces weaknesses, including the lack of digital marketing implementation and weak visual branding. Consumers of Chadijah Collection also tend to actively use social media and marketplaces such as Instagram, Tiktok, Shopee, Tiktok Shop, and Tokopedia to search for product references and make purchases. Based on the analysis using the SOSTAC method, the proposed digital marketing strategy includes creating social media and marketplace accounts, developing attractive and informative visual content, scheduling content uploads, and utilizing features available on digital platforms. This strategy is expected to expand market reach, increase brand awareness, improve communication with customers, and help increase the sales of Chadijah Collection. The results of the control stage indicate that all objectives were achieved, namely Sell (S1), Serve (S2), Speak (S3), Save (S4), and Sizzle (S5). However, for Sell (S1), only the objective of expanding the market was achieved, while the objective of increasing product sales was not achieved. Keywords: MSMEs, Muslim fashion, marketing strategy, digital marketing, SOSTAC, social media, e-commerce.