Digital Marketing Strategies in Building a Presence on Social Media

Abstract

This study aims to identify digital marketing strategies in building a presence on social media, determine what obstacles and efforts to overcome obstacles in building a presence on social media and the impact of digital marketing strategies in building a presence on social media. The research method used is a descriptive qualitative method with data collection techniques through observation, interviews, and documents involving business students of the Social Sciences Education Department, consumers, and social media users. Data analysis in the study was carried out in three stages, namely data reduction, data presentation, and drawing conclusions. The results of the study show that, first, business students of the Social Sciences Education Department have used digital marketing strategies in building a presence on social media through social media such as Instagram and WhatsApp. Second, business students experience obstacles when using digital marketing strategies, namely a lack of consistent uploads due to having other activities, tight competition, technical constraints, and low consumer trust. The solutions taken are making a schedule, maintaining product quality, affordable prices, using adequate tools, and good communication with consumers. Third, the efforts made by business students have yielded results marked by success in increasing sales, expanding market reach, and building consumer trust.