PERANCANGAN STRATEGI DIGITAL MARKETING BERBASIS WEBSITE UNTUK MENINGKATKAN EFEKTIVITAS PEMASARAN DI PT.JAYA ETIKA BETON

The design of a website-based digital marketing system at PT. Jaya Etika Beton aims to address the inefficiencies of traditional marketing systems, which primarily rely on word-of-mouth (WOM). This study focuses on enhancing marketing effectiveness to expand the reach of new consumers. A qualitative approach is applied using interviews, observations, and system analysis based on the Kirkpatrick model. The research findings indicate that consumers often lack access to information regarding PT. Jaya Etika Beton’s products, and product catalogs are still presented manually through soft files or brochures. The trial-and-error process of the website prototype aims to evaluate and identify deficiencies in the website design. The results of this study prove that digital marketing technology can facilitate a more effective marketing process, aligning with the company’s goal of expanding its market share. Further implementation may include the official deployment of the website and SEO optimization