ANALISIS KINERJA PEMASARAN DIGITAL MENGGUNAKAN METODE RETURN ON AD SPEND (ROAS) DI PT. RENER INTI INTERNASIONAL STOCKIS JEMBER

Yusuf Al Humam, NIM.: 20106060032 (2024) ANALISIS KINERJA PEMASARAN DIGITAL MENGGUNAKAN METODE RETURN ON AD SPEND (ROAS) DI PT. RENER INTI INTERNASIONAL STOCKIS JEMBER. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In recent years, there has been a significant shift in consumer behavior. More and more individuals are shopping online, as well as interacting with brands through social media. These changes have prompted businesses to shift from conventional marketing to digital marketing as a more effective method to reach target markets, including PT Rener Inti Internasional Stockis Jember (Stockis), seeking to maximize marketing through digital platforms. This study aims to analyze Stockis' marketing strategy using the 7P marketing mix approach and evaluate digital advertising performance through Return on Ad Spend (ROAS) analysis. Advertising data was obtained from the Meta Ads platform, with key indicators including turnover, advertising spend, frequency, and impressions. The results show that Stockis has implemented the 7P marketing mix elements, with a focus on promotion and process. The ROAS value of 3.36 in May and 3.15 in June exceeded the break-even point of 2.0 ROAS value, making advertising a worthy investment. In May, it earned a turnover of Rp259,492,500.00 with advertising spending of Rp77,134,091.00, while in June the turnover reached Rp314,160,000.00 with advertising spending of Rp99,677,344.00. In-depth analysis shows that the frequency of ad impressions above 2.1 contributes to better ad performance. This study concludes that Stockis' digital marketing strategy is effective in increasing sales. Evaluation of ad performance using the ROAS method with the help of ad performance metrics allows the identification of optimal patterns for strategic decision making. The findings of this pattern can be a reference for companies in designing efficient digital marketing campaigns.

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