PROPOSED DIGITAL MARKETING TO INCREASE SALES OF SMALL AND MEDIUM ENTERPRISES (SMEs): A CASE STUDY OF SUNMORCI FINAL PROJECT By Nisaul Hasanah A. Rosyad NIM: 29120223 Master of Business Administration Program School of Business and Management Bandung Institute of Technology 2023 2 PROPOSED DIGITAL MARKETING TO INCREASE SALES OF SMALL AND MEDIUM ENTERPRISES (SMEs): A CASE STUDY OF SUNMORCI Nisaul Hasanah A. Rosyad NIM: 2912023 Date of Passing of Final Test (…/…/2023) Date of Graduation Ceremony (…/…/2023) Master’s Programme, Bandung Institute of Technology, 2023 Thesis Counsellor: Dr. Dona Saphiranti, S.Sn., M.T. ABSTRACT Since 2018, CV Agri Nunifolia Lestari has collaborated with PT Health Wealth Indonesia to produce noni concentrate and juice. Simultaneously, CV ANL also created its own brand of functional noni products under the name Sunmorci. Sunmorci has a clear target market and brand objectives. Sunmorci's advantage lies in the types of products that are tailored to the needs and habits of the Indonesian people. Besides that, compared to its competitors, Sunmorci has a more reasonable price for people in Indonesia. However, public awareness of noni products is still low and has not become an alternative choice for the community. The purpose of this research is to propose a marketing strategy for Sunmorci through digital media to accelerate and expand Sunmorci's marketing reach. This study uses qualitative research methods with data collection techniques in the form of in-depth interviews, questionnaires, literature studies and so on. This study analyzes internal conditions consisting of STP analysis, Fishbone analysis and SWOT analysis. and external analysis consisting of customer analysis and competitor analysis. Based on the findings from the research results, there is a discrepancy between the product promotions that Sunmorci is doing and the types of products that are more in demand by Indonesian people. Based on the research results, several business solutions for the Sunmorci brand were formulated as follows: 7S framework to formulate solutions at the management stage, RACE planning to formulate solutions in the customer journey and online to offline (O2O) marketing strategy to attract customer interest. concern with providing online and offline experiences with product testers that will lead to purchase. keywords: Noni Fruit, Digital Marketing, Small & Medium-Sized Enterprises (SMES). 3 USULAN DIGITAL MARKETING UNTUK MENINGKATKAN PENJUALAN USAHA KECIL DAN MENENGAH (UKM): STUDI KASUS SUNMORCI Nisaul Hasanah A. Rosyad NIM :29120223 Tanggal Kelulusan (…/…/2023) Tanggal Wisuda (…/…/2023) Program MBA, Institut Teknologi Bandung, 2023 Pembimbing Tesis : Dr. Dona Saphiranti, S.Sn., M.T. ABSTRAK Sejak tahun 2018, CV Agri Nunifolia Lestari telah bekerjasama dengan PT Health Wealth Indonesia untuk memproduksi konsentrat dan jus mengkudu. Bersamaan dengan itu, CV ANL juga menciptakan merek produk noni fungsionalnya sendiri dengan nama Sunmorci. Sunmorci memiliki target market dan tujuan brand yang jelas. keunggulan sunmorci yaitu pada jenis produk yang disesuaikan dengan kebutuhan dan kebiasaan masyarakat indonesia. selain itu, dibandingan dengan kompetitornya sunmorci memiliki harga yang lebih masuk akal untuk masyarakat di indonesia. Namun kesadaran masyarakat terhadap produk mengkudu masih rendah dan belum menjadi alternatif pilihan masyarakat. Tujuan dari penelitian ini adalah untuk mengusulkan strategi pemasaran Sunmorci melalui media digital untuk mempercepat dan memperluas jangkauan pemasaran Sunmorci. Penelitian ini menggunakan metode penelitian kualitatif dengan teknik pengumpulan data berupa wawancara mendalam, kuesioner, studi literatur dan sebagainya. Penelitian ini menganalisis kondisi internal yang terdiri dari analisis STP, analisis Fishbone dan analisis SWOT. dan analisis eksternal yang terdiri dari analisis pelanggan dan analisis pesaing. berdasarkan temuan dari hasil penelitian, terdapat ketidaksesuaian antara promosi produk yang sunmorci lakukan dan jenis produk yang lebih diminati masyarakat indonesia. Berdasarkan hasil penelitian dirumuskan beberapa solusi bisnis untuk brand sunmorci sebagai berikut: 7S framework untuk merumuskan solusi pada tahap manajemen, perencanaan RACE untuk merumuskan solusi dalam perjalanan pelanggan dan strategi pemasaran online to offline (O2O) untuk menarik minat pelanggan. perhatian dengan memberikan pengalaman online dan offline dengan penguji produk yang akan mengarah pada pembelian. kata kunci: Buah mengkudu, Pemasaran digital, Usaha Mikro Kecil dan Menengah (UMKM) 4 DECLARATION OF NON-PLAGIARISM Date : February, 28 th 2023 5 VALIDATION PAGE PROPOSED DIGITAL MARKETING TO INCREASE SALES OF SMALL AND MEDIUM ENTERPRISES (SMEs): A CASE STUDY OF SUNMORCI By Nisaul Hasanah A. Rosyad 29120223 Master of Business Administration Program School of Business Management Institut Teknologi Bandung Approving, Counsellor Dated on February 28 th 2023 Dr. Dona Saphiranti, S.Sn., M.T. NIP 19691018 199512 2 001 6 ACKNOWLEDGEMENT I would like to express my gratitude to Allah Allah subhanau wa ta’ala and my deepest gratitude to every stakeholder who helped me in the process of working on my final project to completion. Thanks to the enthusiasm and advice that was always given 6 ole, I was able to reach this stage to become an MBA graduate at the Bandung Institute of Technology.here are the heroes and people who were very influential in the completion of my final project: 1. Dr. Dona Saphiranti, S.Sn., M.T.as my final project counsellor, 2. Dea Nadila as founder of CV Agri Nunifolia Lestari, 3. All of MBA Bandung Staff as information center, 4. All of expert interviewee as a explanatory & confirmatory, 5. All my friends who always give encouragement and support to finish this final project, 6. Finally, thank you to my beloved family, that led me persue my study and always encourage me in the whole dinamic process of my study. Through this page, i also hope that this reseach can be usefull for everyone who reads an interested in digital marketing of Small & Medium-Sized Enterprises (SMES). Bandung, February 28 th , 2023 Nisaul Hasanah A. Rosyad 7 TABLE OF CONTENT ABSTRACT ............................................................................................................................................................2 ABSTRAK ..............................................................................................................................................................3 DECLARATION OF NON-PLAGIARISM ........................................................................................................4 VALIDATION PAGE ............................................................................................................................................5 ACKNOWLEDGEMENT .....................................................................................................................................6 TABLE OF CONTENT .........................................................................................................................................7 LIST OF FIGURES ...............................................................................................................................................8 LIST OF TABLES .................................................................................................................................................9 Chapter I ............................................................................................................................................................... 10 Introduction ..........................................................................................................................................................