IMPLEMENTATION OF DIGITAL MARKETING STRATEGY FOR PASRAPAT PRODUCT AT PT INFINITY NETWORK NUSANTARA

Abstract

The continuous development of technology makes companies required to always present new innovantions not only in terms of products but also in terms of marketing which aims to maintain its existence in the market and provide benefits for the company. In Indonesia itself, the world of marketing has also experienced development and began to move from traditional marketing ideas to digital marketing ideas. Currently, there are many business people who have carried out their marketing activities through the digital world, one of which is PT Infinity Network Nusantara which uses digital marketing types of social media marketing, content marketing, and endorsement. This activity aims to determine the effect of digital marketing implementation and identify supporting and inhibiting factors. The method used in this activity is qualitative with observation and interviews as the data collection instrument. In conclusion, the implementation of digital marketing strategies has a positive influence on the company. The implementation of digital marketing strategies can increase brand awareness, engagement, credibility level, purchase interest, and product purchase decisions. However, in implementing digital marketing strategies, it is necessary to pay attention to things thaht become inhibiting factors such as apllicable META regulations so that advertising content is not rejected and accounts are not banned, as well as the quality of advertising content to make it more attractive to the audience.