Digital Marketing Strategy in The Development of Strawberry-Added Yoghurt Business in Manggihan Village, Getasan District
Keywords:
Business Development, Digital Marketing, Spearman's Rank, Strawberry Yogurt, SWOT AnalysisAbstract
This study aims to analyze digital marketing strategies, strawberry yogurt business development, and the relationship between the two variables. The location of this research is in Manggihan Village, Getasan District, Semarang Regency, has a large population of Friesian Holstein dairy cattle (over 700 head). However, marketing of dairy products, particularly strawberry yogurt developed by the Women Farmers Group (KWT), is still carried out conventionally, limiting market reach. The study used a quantitative descriptive approach with a pre-experimental One Group Pretest-Posttest design. The sample consisted of 31 members of KWT Lestari and Sumber Makmur, selected using purposive sampling. Data were collected through observation, interviews, and a marketing mix questionnaire (product, price, promotion, and place) before and after the extension program. Data were then analyzed using SWOT and Spearman Rank correlation. The SWOT analysis results showed a total IFAS score of 2,03 and EFAS score of 1,61 with the business positioned in Quadrant I. The pretest-posttest results showed an increase in all four marketing mix indicators after the outreach program. Spearman's Rank correlation analysis yielded a coefficient of 0.603 with a very significance level of (p<0.01), indicating a strong, positive, and very significant relationship between digital marketing strategies and strawberry yogurt business development.
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