PENERAPAN STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN OMSET PENJUALAN PRODUK SHOPEE DENGAN METODE PDCA DAN ANALISIS SWOT (Studi Kasus Di Dixie Store Palembang)

Dixie Store is a subsidiary of Vobi Group which is an online store and
dropshipper on Shopee. Dixie Store is engaged in the promotional industry by
marketing food, toys and daily necessities. Dixie Store has a total sales turnover of IDR
45,629,790.00 in March-April, still far behind other business actors such as Toko Leny
with a sales turnover of IDR 227,800,000.00 and @amalyna0 with a sales turnover of
IDR 131,500,000.00. In this study, the method used is Plan, Do, Check, Action (PDCA)
and SWOT analysis which is used to identify the root cause of the decline in product
sales turnover and determine recommendations for improvements that need to be made
at Dixie Store Palembang. The results of this study are improvements from the five
factors that cause the decline in sales turnover, namely man, method, material, machine
and environment. The design of a digital marketing strategy is carried out by creating
a work e-book as a work guide for employees. Based on sales data for 31 days at Dixie
Store Palembang after the improvement, the average sales turnover increased by IDR
4,986,917.00.