Jstro.id Digital Marketing in Increasing Consumer Buying Interest

Abstract

This research discusses Jstro.id's digital marketing strategy for increasing consumer buying interest. This research aims to explain Jstro.id's digital marketing in increasing consumer buying interest. Digital marketing uses web media and other intuitive innovations that connect buyers and organizations by easily sharing data and delivering information. Jstro.id is a company operating in fashion, jackets, t-shirts, trousers, and accessories, and it also utilizes digital media in its marketing activities. Digital marketing also needs to be maximized to increase consumer buying interest. This research is a type of descriptive research with a qualitative approach. Data collection techniques include observation, interviews, and documentation. The theory used is the digital marketing theory of Dave Chaffy and Fiona Ellis-Chadwick, which discusses six strategies used in digital marketing by utilizing digital media channels, including search engine marketing (SEM), online public relations & influencer relationship management, online partnerships including affiliate marketing, interactive display advertising; opt-in-email marketing & mobile messaging, and social media & viral marketing. This research indicates that Jstro. id's use of digital marketing Jstro.id could be more optimal. It can be seen that some of these six strategies have yet to be utilized optimally. One of the reasons is that no particular person or team manages online media, such as social media and websites.