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Abstract
CV. Orchard Collections menghadapi tantangan dalam mempertahankan keberlanjutan pengelolaan digital marketing setelah program magang berakhir, terlihat dari menurunnya engagement sosmed secara keseluruhan akibat dari kekurangan SDM dan keterampilan ahli. Fenomena ini menciptakan kesenjangan manajerial dalam keberlanjutan pengelolaan digital marketing yang berdampak pada efektivitas strategi pemasaran perusahaan. Penelitian ini bertujuan untuk mendeskripsikan posisi kematangan perusahaan dengan menggunakan model kematangan sebagai alat evaluasi untuk mengidentifikasi tahap perkembangan dan memberikan rekomendasi pengembangan strategi digital marketing. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan teknik wawancara mendalam terhadap tiga narasumber yang relevan dengan topik penelitian dan pengalaman pengelolaan digital marketing di perusahaan. Analisis data menggunakan content analysis berdasarkan sembilan variabel tolok ukur dalam model kematangan. Hasil penelitian menunjukkan bahwa CV. Orchard Collections berada pada tahap 2 (ekspansi) dalam model kematangan menurut teori Boufim dan Barka (2021), dimana perusahaan mulai memperluas penggunaan digital marketing namun belum mengelola secara berkelanjutan dan terintegrasi. Rekomendasi manajerial yang diajukan adalah pembentukan tim digital marketing internal yang konsisten dan evaluasi rutin strategi untuk meningkatkan efektivitas dan kematangan digital marketing perusahaan ke tahap berikutnya. Temuan ini penting sebagai dasar pengembangan strategi digital marketing yang berkelanjutan demi kemajuan perusahaan.
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Copyright (c) 2025 Lung Nabila Zulfa
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References
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References
Azhar, N.M. (2024) “Digital Marketing Strategies for Sustainable Brand Development,” Management Studies and Business Journal (PRODUCTIVITY), 1(1), hal. 164–173. Tersedia pada: https://doi.org/10.62207/szpd8p72.
Bala, M. dan Verma, D. (2018) “A Critical Review of Digital Marketing,” International Journal of Management, IT & Engineering, 8(10), hal. 321–339. Tersedia pada: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3545505.
Boufim, M. dan Barka, H. (2021) “Digital Marketing: Five Stages Maturity Model for Digital Marketing Strategy Implementation,” International Journal of Business and Technology Studies and Research, 3(3), hal. 1–16. Tersedia pada: https://doi.org/10.5281/zenodo.5578706.
Chaffey, D. (2022) Definitions of Digital marketing vs Internet marketing vs Online marketing, Smart Insight. Tersedia pada: https://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/definitions-of-emarketing-vs-internet-vs-digital-marketing/ (Diakses: 16 Februari 2025).
Creswell, J.W. dan Creswell, J.D. (2018) Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 5 ed. Diedit oleh H. Salmon et al. Thousand Oaks: SAGE Publications, Inc.
CV. Orchard Collection (2025) CV. Orchard Collection, Linkedin. Tersedia pada: https://www.linkedin.com/company/cv-orchard-collection/about/ (Diakses: 10 Juli 2025).
CV. Orchard Collection (tanpa tanggal a) Contact Us, ORCHARD COLLECTIONS. Tersedia pada: https://orchardcollections.com/contact-us/ (Diakses: 10 Juli 2025).
CV. Orchard Collection (tanpa tanggal b) CV. Orchard Collection, CV. Orchard Collection. Tersedia pada: https://orchard-collections.co.id/ (Diakses: 10 Juli 2025).
Febriyantoro, M.T. dan Arisandi, D. (2018) “Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean,” JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 1(2), hal. 62–76. Tersedia pada: https://doi.org/10.26533/jmd.v1i2.175.
Kim, H., Sefcik, J.S. dan Bradway, C. (2017) “Characteristics of Qualitative Descriptive Studies: A Systematic Review,” Research in Nursing & Health, 40(1), hal. 23–42. Tersedia pada: https://doi.org/10.1002/nur.21768.
Kumar, R., Singh, R.K. dan Dwivedi, Y.K. (2020) “Application of industry 4.0 technologies in SMEs for ethical and sustainable operations: Analysis of challenges,” Journal of Cleaner Production, 275, hal. 124063. Tersedia pada: https://doi.org/10.1016/j.jclepro.2020.124063.
Mangold, W.G. dan Faulds, D.J. (2009) “Social media: The new hybrid element of the promotion mix,” Business Horizons, 52(4), hal. 357–365. Tersedia pada: https://doi.org/10.1016/j.bushor.2009.03.002.
teakorchardcollection (tanpa tanggal) Orchard Collection, Instagram. Tersedia pada: https://www.instagram.com/teakorchardcollection/ (Diakses: 10 Juli 2025).
Wu, M.-Y. (2020) “Organizational Acceptance of Social Media Marketing: A Cross-Cultural Perspective,” Journal of Intercultural Communication Research, 49(4), hal. 313–329. Tersedia pada: https://doi.org/10.1080/17475759.2020.1771752.