How Can Home Industry Survive after the Pandemic?

Erminati Pancaningrum, Novita Mardiani () and Septiar Dilia Andriyani
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Erminati Pancaningrum: Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara
Novita Mardiani: Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara
Septiar Dilia Andriyani: Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 858-870 from Springer

Abstract: Abstract The purpose of this study is to find out how the home industry survived after the pandemic with the digital marketing strategy that has been implemented by the Java Store home industry. This research uses qualitative methods. Java Store home industry uses the Meta Business application to facilitate content upload time, this is not necessarily all home industries but needs to be implemented because the application can reach two social media platforms, namely Facebook and Instagram, and still uses organic social media marketing in every implication of digital marketing activities carried out. The results of the study are Facebook social media marketing strategies executed by setting target markets, utilizing marketing support features, paying attention to algorithms, implementing organic social media marketing, and using supporting applications. Content marketing strategy is carried out by paying attention to several important points starting from the use of hashtags, creating descriptions, compiling content calendars, determining content themes and content types, creating effective content, and using covert selling methods.

Keywords: Social Media; Marketing Strategy; Digital Marketing (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-585-0_58

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