DIGITAL MARKETING DEVELOPMENT STRATEGY OF COCOA PRODUCTS

Abstract

Purpose: In the context of the issue regarding the implementation of digital marketing strategies for cocoa businesses in West Sulawesi Province, Indonesia, there is a need for an analysis to develop effective solutions. This research aims to analyze the appropriate digital marketing strategies for cocoa product businesses to access a broader market, including the international market. Method: This research employed a qualitative exploratory approach, gathering data through in-depth interviews with relevant stakeholders, data collection, data reduction, data presentation, and drawing conclusions. We adopted the Miles and Huberman model, which is commonly utilized in the data analysis process for qualitative research. Result and Conclusion: The research findings reveal three primary approaches to developing digital marketing strategies for international market access: (1) Enhancing the readiness of business actors in formulating strategies through digital platforms, such as utilizing websites and social media; (2) Aligning the appropriate international marketing mix, including innovation and creativity in presenting products; (3) Designing a digital marketing framework that aligns with web-based Key Performance Indicators (KPIs). Research Implications: These findings enhance cocoa product business operators' understanding of what is required to implement digital marketing strategies and appropriate international marketing mix in the global market. Originality/value: This study introduces a novel, more intricate model compared to previous research. It emphasizes the necessity of reassessing the international marketing mix within the current landscape of digital transformation. Additionally, it addresses a research gap by focusing on antecedents preceding the adoption of digital marketing, while also exploring the post-adoption experiences of digital marketing, a facet that has received limited attention in prior studies.