SOCIAL MEDIA MARKETING STRATEGY FORRED SHOOT ORNAMENTAL PLANT SALES CVFLORA INDAH SARANA
DOI:
https://doi.org/10.47701/31rgtz93Keywords:
social media, marketing, red shoot ornamental plants, SWOT, IFAS-EFASAbstract
This study examines the utilization of social media in
developing the marketing of red shoot ornamental plants
(Syzygium oleana) at CV Flora Indah Sarana, identifies the
internal and external factors influencing that development,
and formulates alternative marketing strategies. A
descriptive qualitative method was used, with data
collected through observation, interviews, and
documentation involving the owner, the marketing staff,
and thirty ornamental-plant traders as external informants.
Data were analyzed descriptively and through the Internal
Factor Analysis Summary (IFAS), External Factor Analysis
Summary (EFAS), and SWOT Matrix. Results show that the
company relies on Instagram, Facebook, and WhatsApp
Business for promotion, product information, and customer
communication, although content uploads remain
inconsistent, paid advertising features are unused, and
digital evaluation is rarely conducted. The IFAS and EFAS
analyses produced coordinates of (0.20; 0.25), placing the
company in Quadrant I (Growth Strategy), where internal
strengths and external opportunities outweigh weaknesses
and threats. The recommended strategy is Strength–
Opportunity (SO), emphasizing consistent optimization of
social media content, maintenance of product and service
quality, and expansion of trader partnerships to strengthen
and stabilize the sales of red shoot ornamental plants.
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