Analysis Of Digital Marketing Strategy Optimization Efforts To Increase Competitiveness At Transcom Stores In Gunungsitoli City

Abstract

This research was conducted at the Transcom Store in Gunungsitoli City. The aim was to determine digital marketing optimization efforts undertaken to increase competitiveness and identify factors inhibiting the process of optimizing digital marketing strategies at the Transcom Store. This study used qualitative methods, with data collection techniques through observation, interviews, and documentation. Based on the research results, it was found that the Transcom Store has implemented various digital marketing optimization efforts, such as utilizing social media, improving the website's appearance, utilizing marketplaces, and implementing SEO and digital advertising to reach a wider consumer base. Furthermore, the company continues to innovate and train its human resources to keep up with technological developments. However, in its implementation, the Transcom Store faces several inhibiting factors, such as limited digital marketing funds, a lack of in-depth understanding of digital tools, and limited infrastructure and time to optimally manage digital activities. Nevertheless, the implemented strategies are considered quite effective in increasing the company's competitiveness amidst increasingly fierce market competition. This research illustrates that the optimization of a planned and integrated digital marketing strategy is a key factor in strengthening the Transcom Store's position in the local market.