Digital Marketing Strategies in Marketing Evangeline Products to Increase Company Competitiveness at PT. Griff Prima Abadi

Romi Abdullah; Veta Lidya Delimah Pasaribu

doi:10.55927/cjas.v3i4.31

Penulis

Romi Abdullah Universitas Terbuka
Veta Lidya Delimah Pasaribu Universitas Terbuka

DOI:

https://doi.org/10.55927/cjas.v3i4.31

Kata Kunci:

Digital Marketing, Social Media, Online Advertising, Consumer Data Analysis, Product Sales

Abstrak

This study aims to analyze the digital marketing strategy implemented by PT. Griff Prima Abadi (Evangeline) in the beauty industry. The qualitative method is used with a consumer data analysis approach and online advertising campaigns. The findings show that the application of the Technology Acceptance Model (TAM) concept, such as usability and ease of use, affects consumer acceptance of digital advertising. Additionally, understanding the consumer journey and personalizing messages increases the relevance of the customer experience. The results of the study confirm that digital marketing strategies based on data analysis contribute significantly to increased sales, as well as the importance of continuous adaptation to technological developments and consumer behavior.

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