Marketing Capability Analysis Towards Digital Marketing Performance on Brand They. We at Cv. Dewan Jawara Artha
DOI:
https://doi.org/10.59890/ijmbi.v4i3.18Keywords:
Marketing Capability, Digital Marketing, Marketing PerformanceAbstract
This study aims to analyze the role of marketing capabilities in improving digital marketing performance on the They.We brand at CV. Artha Champion Council. This research uses a qualitative approach with data collection techniques including interviews, observations, and documentation. The data obtained were analyzed using the Miles and Huberman model, which consists of data reduction, data presentation, and conclusion drawing. The results show that CV. Dewan Jawara Artha possesses adequate marketing capabilities, reflected in its ability to understand market needs, develop appropriate marketing strategies, and utilize digital technology in marketing activities. The company actively follows trends in the skincare industry and creates innovations through creative content and collaborations with influencers. Digital marketing implemented through social media platforms such as Instagram and TikTok has proven effective in increasing consumer engagement, expanding market reach, and boosting product sales. The company's digital marketing performance is indicated by high engagement levels, increasing number of consumers, and positive responses to the products offered. Therefore, marketing capabilities play a significant role in enhancing digital marketing performance at CV. Artha Champion Council. The better the company manages its marketing capabilities, the more optimal the marketing performance is achieved.
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