Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp.

117 - 126 117

E ISSN 2621-749X

Implementation of Digital Marketing as A Strategy to Improve

Marketing and Sales
Wahyu Supriyatin a,1,*, Kausar Japa Wisesha b,2
1,2
Gunadarma University, Indonesia
1
[email protected]; 2 [email protected]
* corresponding author

ARTICLE INFO ABSTRACT

Marketing a product is one of the main strategies for industry

Article history performers. The growth of technology makes industry performers need to
Received 14 March 2022 innovate and change their product selling strategies. The ups and downs
Revised 10 March 2022 of the economic condition forced some industries to make changes so that
Accepted 15 March 2022 their industry can survive and compete with others. Jersey Bolaku is one
of the distributors that sell both conventional and custom jerseys. In
marketing their product still using the conventional way, where
Keywords customers have to come directly to see the product and make
Digital marketing ; transactions. In marketing their product is still used from mouth to
E-commerce ; mouth. In doing input in and out for the goods movement admin is still
Sales ; manual and logs it on the logbook Where all transactions that take place
used conventional methods. The purpose of this research is to create an
e-commerce website that is used to market products using digital
marketing. Remarketing strategies from conventional into a digital way.
The method used is the SDLC with a prototyping model. And for data
collection used qualitative methods by directly asking the sources
involved in it. Steps in the prototyping model are identifying the system
and user requirements, determining programming languages, designing
user interfaces, making prototypes, evaluating and improving the
applications before being tested and implemented. Before being
implemented The website has been tested using black-box testing. The
testing is done to see the functionality of each button. The website has
been successfully implemented for admins and customers using a web
browser on PC and smartphone. Admin and customers conduct trials
related to the website functionality in terms of information, convenience,
user-friendliness, and usability. They find it helpful after accessing the
website, all transactions become easier and faster. The website is hosted
with the URL address http://jerseybolaku.epizy.com/.

1. INTRODUCTION
To increase sales turnover, attract customer attention and retain customers are some of the
important things that industry players must do during increasingly competitive business conditions and
the world (Oktaviani & Rustandi, 2018) . All business performers need to survive in business
competition, as a form of business fulfillment of customer needs (Hawkins & Mothersbaugh, 2010;
Kent et al., n.d.). In a pandemic situation, business doer must change their business process to survive
and operate (Himawan et al., 2014). Customers can easily transact and see the marketed products,
without being afraid or insecure to go out and meet many people (Nugroho, 2016). Business doer will
still be able to pay the employees and increase the profitability of their business.
Customer satisfaction to bought marketed products is a form of customer response to the
attributes and utility of a product or service (Rapitasari, 2016). The customers are more satisfied with
the products being marketed with the ease of transactions offered by the business doer, the increase of
sales turnover, and survive amid uncertain conditions.
JerseyBolaku is one of the distributors that sell conventional and custom jerseys. Distros are
located in Jatiasih Bekasi, they sell and buy products offline, we’re all buying and selling activities are
carried out directly at the shop. The Customers if they want to see the collection must come directly.
Marketing used conventional methods, such as word from mouth to mouth, social media, and
brochures. Conventional marketing made a little share of the market that need to reach and Technology
innovation carried out to broader product marketing strategy by using digital marketing strategies.

http://ojs.stiami.ac.id [email protected]
118 Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp. 117 - 126
E ISSN 2621-749X

Technology innovation has resulted in more advanced facilities, where these facilities can be
used by various industry players to develop customer-oriented business ventures (Oktaviani &
Rustandi, 2018). The form of technology innovation that applied in marketing strategy was digital
marketing (Kent et al., n.d.; Xu et al., 2019). Customers who are used to using advanced technology,
make digital marketing strategies easier to do. The forms of digital marketing strategies that have been
carried out by industry players are included promoting and selling products in digital form, using social
media such as Instagram, desktop-based applications, icon-based applications, or website-based
applications.
Digital marketing is one of promotional activity and market search through media online as a
marketing strategy and by utilizing various strategies as promotions, including through social networks
(Puspitasari et al., 2019). In the world of marketing, the digital era is widely used by business doers to
be able to maintain their business activities (Hidayah, 2020). Digital marketing also makes it easier for
the business doer to monitor all activities that occur and makes it easier for business owners to control
the customer needs and desires. Customers can easily find the desired product information and make
transactions if they want to buy the product (Puspitasari et al., 2019).
JerseyBolaku distro uses digital marketing as a marketing strategy by creating an e-commerce
website that is connected to social media. The purpose of this research is to market the products from
the JerseyBolaku distro which were originally from conventional digital ways. Customers who initially
need to come to the distro to view products and transact, now access they can do it anywhere and
anytime using a smartphone. Customers are made easier because just by accessing the JerseryBolaku
website, they can view all products and make transactions. The business owners with this research have
made it easier to see the report sales transactions both daily, weekly, monthly, and yearly. The owner
can also control the incoming and outgoing products day by day.
Literature Review
Digital Marketing
Digital marketing is interactive and integrated marketing that makes it easier for customers to
interact with industry players (Puspitasari et al., 2019). Digital marketing does not focus on
technology but focuses on humans (marketers) on how to understand humans (marketers) and how to
use technology to build relationships with other humans (customers) to increase sales (Rapitasari,
2016). Where to carry out a marketing strategy, business people do not have to use conventional
media but can use digital media (Hidayah, 2020). Problems that arise when implementing a digital
marketing strategy include product, price, place, and promotion (Rachmawati, 2018). Digital
marketing makes marketing trends shift and shift from what was originally conventional (offline) to
digital (online) (Oktaviani & Rustandi, 2018). Digital marketing is more prospective because it allows
customers to obtain all information about products and transact through internet media (Rachmawati,
2018).
E-Commerce (Electronic Commerce)
E-Commerce is a method of selling products directly and promoting using internet media, both
B2C (Business to Consumer) and B2B (Business to Business) (Alfiah et al., 2020). E-Commerce is
the distribution, purchase, sale, marketing of goods and services by consumers through electronic
media such as the internet, WWW or computer networks (Himawan et al., 2014; Nugroho, 2016) . E-
Commerce applies the concept of buying and selling where the sale of goods is carried out on the
World Wide Web and the way for consumers to buy goods online (Alfiah et al., 2020). E-Commerce
involves electronic fund transfers, automated inventory management systems and automated data
collection systems (Himawan et al., 2014; Nugroho, 2016).

Wahyu Supriyatin (Implementation Of Digital Marketing…)

Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp. 117 - 126 119
E ISSN 2621-749X

Fig. 1. E-Commerce Illustration Chart (Source : [9])

SDLC (System Development Life Cycle) - Prototyping Method
SDLC is one of the cycles used by analysts in developing systems. Prototyping is a software
development method with a physical model of the system's work and is the beginning of a system
(Purnomo, 2017) . A system with a prototyping development model allows users to know how the
system is running (Nugraha & Syarif, 2018) . The prototyping method produces a prototype system
that will be used as a liaison between developers and system users to interact in the system
development process (Purnomo, 2017). The purpose of making a prototype is to get an overview of
the application that is designed to be evaluated by the user (Nugraha & Syarif, 2018) . Figure 2 is a
step-by-step prototyping model.

Requirements Identifications

Design Process

Prototyping

Evaluation and Improvement

Fig. 2. Prototyping steps (Source : [11])

2. METHOD
The research method used is the SDLC (System Development Life Cycle) method with a
prototyping development model. The prototyping model is used because it brings closer and involves
users in evaluating the system before launching the system. Users are involved in the system
development process and interact with the prototype developed by the developer. So that the failure of
the system created can be minimized. The website is created and developed by using the Indonesian
language. An overview of the stages of research carried out can be seen in Figure 3. The stages of
research carried out include :
1. Identify needs, both users need as system users and the needs of the hardware and software that will
be used. User identification is done by direct interviews with users, namely admins and customers.
Identify hardware and software by conducting a direct survey to the location of the distribution by
looking at the hardware supporting components available in the distribution.
2. Determining the programming language used, is carried out after a direct survey by looking at the
condition of the hardware supporting the distribution and the ability of the admin during the
interview process.

Wahyu Supriyatin et.al (Implementation Of Digital Marketing…)

120 Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp. 117 - 126
E ISSN 2621-749X

3. Designing the interface, creating the user interface of the system based on the user experience by
admins or customers in transactions.
4. Make a system prototype, design a new system that is made by simulating the admin and customers
so that it can be evaluated.
5. Evaluate and repair the system, the steps were taken after the user opeates ,a nd see the prototype if
it is felt that there are still bugs from the system.
6. Launching the system, implementing the system to the user so that it can be used as a means of
digital marketing for the Jersey Bolaku distribution.

User and system Determine the Design user

Start Prototyping
requirements programming language interface

Evaluation and
Finish Launching system
improvement system

Fig. 3. Step by Step Research (Source : Research Data 2021)

Planning Stage
Planning is the initial stage before creating and developing the system. Planning is done by
identifying needs, both user requirements and system hardware and software requirements, determining
the programming language used. Planning is carried out so that system development is following the
marketing strategy and objectives to be achieved so that it can reach more customers.
Stages of Analysis and Design
The analysis is carried out by the system developer after identifying the needs and problems. The
analysis was carried out by direct observation to distributions and interviews with business owners and
customers. The analysis was conducted to find out how the conventional system has been running so
far. The design of the user interface uses UML (Unified Modeling Language) diagrams, namely use
case diagrams, activity diagrams, and class diagrams.
Implementation Stage
After the system is ready, then the implementation and testing of the system are carried out.
Testing is carried out by users, both customers, and admins. To see if the new marketing strategies are
implemented and make it easier for customers and admins to transact. Implementation and testing are
carried out before launching the system. Testing is carried out to see if there are still errors in the
running application. Testing is carried out using black-box testing to see the functionality of each
button in the application. In addition, the application has been tested using one PC and two
smartphones. Testing from the user side was carried out by two admins and five customers. Testing
from this side to see whether the information provided is appropriate, the application is easy to use,
how the user interfaces looks and the functionality of each button is.

3. RESULTS AND DISCUSSION

Jersey Bolaku's marketing strategy is to create a website where it can be used by business doer
(admins) and customers (users) anywhere and anytime. Admin or user must log in first before
accessing the website. The design of the user interface in the research uses object-oriented, namely use
case diagrams, activity diagrams, and class diagrams. Figure 4 is an admin use case diagram, the admin
must log in first to be able to access the website. Admin has four cases in the system, admin can update
the product, can view daily sales, admin can view sales reports according to the period of sales and
admin can view customer data who bought the products.

Wahyu Supriyatin (Implementation Of Digital Marketing…)

Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp. 117 - 126 121
E ISSN 2621-749X

Update product data

<<extend>>
View buyer data
<<extend>>
Login
<<extend>>
View purchase report
Admin <<extend>>

View customer data

Fig. 4. Admin Use Case Diagram

Source : Data processed by Ms. Visio, 2021 Research Data
Fig. 5 is the user use case diagram, the customer must register first to be able to make a
transaction. Customers can see all the products, can see the shopping cart if they have made a purchase,
and check out the items they purchased. Customers can view shopping lists and check the status of
purchased products.

Registration

View products
<<include>>

<<extend>>
Choosing jersey custom
<<extend>>
Login
<<extend>>

Customers View shooping chart

<<extend>>

<<extend>>
Checkout

View shooping list

Fig. 5. User Use Case Diagram

Source : Data processed by Ms. Visio, 2021 Research Data
Fig. 6 is an admin activity diagram, they can take actions such as making changes to data
products, viewing data purchasing product, customer transaction, and viewing sales report data in a
period.

Home page

Accessing the website

Product page

Login Purchase page

Report page

Customer page

Logout

Fig. 6. Admin Activity Diagram

Source : Data processed by Ms. Visio, 2021 Research Data
The user activity diagram shows the activities carried out by customers on the website as shown
in Fig. 7. Customers can do transactions if they have registered. Customers who haven’t registered and

Wahyu Supriyatin et.al (Implementation Of Digital Marketing…)

122 Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp. 117 - 126
E ISSN 2621-749X

don't have an account can't make a transaction. After logging in, customers can view the product, buy
products, check out products in the shopping cart and make payments for purchased products.

Registration User
Database
Accessing the website

Login

View commercial View custom View shooping chart View shooping

products products history

Product checkout

Logout

Fig. 7. User Activity Diagram

Source : Data processed by Ms. Visio, 2021 Research Data
The website had a database that's described using a class diagram as shown in Fig. 8. The
website has seven interconnected tables, namely the admin table, postage table, customer table,
payment table, purchase table, product_buying table, and product table.
Custumer
Admin
-customer_id Delivery_Cost
-admin_id +customer_email
-delivery_cost_id
+username +customer_password
m..n +city_name
+password +customer_name
+rate
+full_name +customer_phone_number
+delete()
+delete() +delete()
1 .. m +update()
+update() +update()
+insert()
+insert() +insert()

Purchase

-purchase_id
Product +customer_id
-product_id +delivery_cost_id
Product_Purchase
+admin_id +purchase_date
+product_name -product_purchase_id +total_quantity 1..1
+product_price +purchase_id +city_name
+weight +product_id m..1 +rate
+product_image +quantity +delivery_address
+product_description +name +purchase_status
m.. 1
+product_stock +price +delivery_number
+weight +delete() Payment
+delete()
+update() +subweight +update()
+insert() -payment_id
+insert() +subprice
+purchase_id
+delete() +name
+update() +bank
+insert() 1..1
+amount
+payment_date
+recipient
+delete()
+update()
+insert()

Fig. 8. Class Diagram

Source : Data processed by Ms. Visio, 2021 Research Data
Table 1 shows a test table for the JerseyBolaku website on several devices. All content in the
system was successfully tested without errors, only appearance was different between using a PC and a
smartphone. Table 2 shows a test table for several users in terms of information provided, interface
display, application usability and ability to use.
Table 1. User Test Table

Hardware Laptop Redmi 5 plus iPhone 6s plus

Specifications HP Laptop 14-cm0xx Android IOS
AMD Ryzen 5 2500U with Version 8.1.0 Version 11.4.1
Radeon Vega Mobile Gfx Web browser : Opera Web browser : Safari
2.00 GHz
Web browser : Internet
Explorer
Content   

Interface   

Functionality   
Source : Research Data 2021

Wahyu Supriyatin (Implementation Of Digital Marketing…)

Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp. 117 - 126 123
E ISSN 2621-749X

Table 2. End-User Test Table

User Information Interface Usability User

Friendly
Admin 1    

Admin 2    

Customer 1    

Customer 2    

Customer 3    

Customer 4    

Customer 5    
Source : Research Data 2021
Fig. 9 to 12, are the display of the JerseyBolaku website from the customer/user side. Customers
need to log in if they want to transact, otherwise, they can view products only. Fig. 9 is the display of a
collection, that can be purchased by customers. Customers can add to the shopping cart or view the
details of the jersey size.

Fig. 9. User Jersey Product

Source : Data processed by PHP, 2021 Research Data
Fig. 10 is a view of the checkout cart page for the purchased products. Customers need to
complete the data for the delivery process.

Fig. 10. Shopping Cart and Product Checkout Page

Source : Data processed by PHP, 2021 Research Data
The display of the payment receipt that the customer checked out and is ready to pay, Fig. 11.
The note shows the account number to transfer for the nominal amount ordered by the customer.

Wahyu Supriyatin et.al (Implementation Of Digital Marketing…)

124 Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp. 117 - 126
E ISSN 2621-749X

Fig 11. User Payment Notes

Source : Data processed by PHP, 2021 Research Data
Fig.12 shows a customer's shopping history page. Customers can view their payment receipts
from the transactions that have been made, also can input payments, and view the attachment
payments.

Fig. 12. User Shopping History Page

Source : Data processed by PHP, 2021 Research Data
Fig. 13 to 15 is the appearance of the JerseyBolaku website from the admin side. Fig. 13 is a
product page display that can be updated by the admin. Admin can perform actions like add data,
change data and delete data products.

Fig. 13. Admin Product Data Page

Source : Data processed by PHP, 2021 Research Data
The status purchase can be seen in the form of customer status in Fig. 14. Admin can see which
purchase transactions are still pending or have not been paid by the customer. Admin can also see
which transactions have been paid and are ready for delivery.

Wahyu Supriyatin (Implementation Of Digital Marketing…)

Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp. 117 - 126 125
E ISSN 2621-749X

Fig. 14. Admin Purchase Data Page

Source : Data processed by PHP, 2021 Research Data
Admin can view sales reports based on the period, shown in Fig. 15. Admin can view sales
reports and control the products sold every day.

Fig. 15. Admin Purchase Report Page

Source : Data processed by PHP, 2021 Research Data
The JerseyBolaku website is one of the marketing strategies carried out to overcome the
problems of product sales and promotion. The website can be used as a substitute for direct
transactions made by customers so it is more effective and efficient in line with previous research
(Napitupulu, 2016; Setiyono et al., 2019). The appearance of the website is user-friendly and makes it
easy for owners and customers to operate it. The owner needs detailed sales transaction reports, either
daily, weekly, monthly, or yearly, so the display is made in a certain period. Customers can view
products for sale, buy products by adding them to a shopping cart, and checkout to make the purchase
payments. Customers can choose their payment method and desired courier.

4. CONCLUSION AND SUGGESTIONS

The JerseyBolaku website-based digital marketing strategy was successfully created and tested.
The JerseyBolaku website succeeded in turning conventional transaction systems into digital ones.
Customers and business owners are made easier with the digital system created. In addition, it makes it
easier for business owners to control product transactions, it is also easier for customers to view
products and make a transaction. It takes less time for customers to do the transaction. Customers don't
need to come to the shop, customers just access via the URL address. Application development that
needs to be done was adding payment methods such as using OVO, GoPay, Link Aja, or other payment
methods that are not available. In terms of appearance, it is necessary to add a more interactive design
so it can attract more customers.
REFERENCES
Alfiah, F., Junidar, R., & Tarmizi. (2020). Perancangan Sistem E-Commerce Untuk Penjualan
Pakaian Pada Toko A&S. ICIT Journal, 6(1), 70–81.

Wahyu Supriyatin et.al (Implementation Of Digital Marketing…)

126 Majalah Ilmiah Bijak Vol. 19, No.1, March 2022, pp. 117 - 126
E ISSN 2621-749X

Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer Behaviour:Building Marketing Strategies.

www.mhhe.com
Hidayah, I. N. (2020). Penerapan Digital Marketing Sebagai Strategi Pemasaran Pada Usaha CV.
Ratatia Indonesia Rumbai Ditinjau Menurut Ekonomi Islam. Universitas Islam Negeri Sultan
Syarif Kasim Riau.
Himawan, A., Saefullah, & Santoso, S. (2014). Analisa dan Perancangan Sistem Informasi Penjualan
Online (E-Commerce) pada CV Selaras Batik Menggunakan Analisis Deskriptif. Scientific
Journal of Informatics, 1(1), 53–63.
Kent, A., Dennis, C., Cano, M., … E. H.-F. and T., & 2018, undefined. (n.d.). Branding, marketing,
and design: Experiential in-store digital environments. Igi-Global.Com. Retrieved January 13,
2022, from https://www.igi-global.com/chapter/branding-marketing-and-design/187849
Napitupulu, D. B. (2016). Evaluasi Kualitas Website Universitas XYZ Dengan Pendekata Webqual
[Evaluation of XYZ University Website Quality Based on Webqual Approach]. Buletin Pos Dan
Telekomunikasi, 14(1), 51. https://doi.org/10.17933/bpostel.2016.140105
Nugraha, W., & Syarif, M. (2018). Penerapan Metode Prototype Dalam Perancangan Sistem
Informasi Penghitungan Volume dan Cost Penjualan Minuman Berbasis Website. JUSIM
(Jurnal Sistem Informasi Musirawas), 3(2), 97–105.
Nugroho, F. E. (2016). Perancangan Sistem Informasi Penjualan Online Studi Kasus Tokoku, vol. 7,
no. 2, pp. 717-724, 2016. Jurnal SIMETRIS, 7(2), 717–724.
Oktaviani, F., & Rustandi, D. (2018). Implementasi Digital Marketing dalam Membangun Brand
Awareness. Profesi Humas, 3(1), 1–20.
Purnomo, D. (2017). Model Prototyping Pada Pengembangan Sistem Informasi. JIMP - Jurnal
Informatika Merdeka Pasuruan, 2(2), 54–61.
Puspitasari, N. P. D., Nabillah, A. D., Bahari, R., Caksono, N. D., & Mustika. (2019). Penerapan
Teknologi Digital Marketing Untuk Meningkatkan Strategi Pemasaran Snack Tiwul. JSAI, 2(2),
165–171.
Rachmawati, F. (2018). Penerapan Digital Marketing Sebagai Strategi Komunikasi Pemasaran
Terpadu Produk Usaha Kecil dan Menengah (UKM) Pahlawan Ekonomi Surabaya. Universitas
Islam Negeri Sunan Ampel Surabaya, Surabaya.
Rapitasari, D. (2016). Application Based Digital Marketing As A Strategy To Improve Customer
Satisfaction. Cakrawala, 10(2), 107–112.
Setiyono, S., Vikaliana, R., & Ciptono, A. (2019). User Perceptions to the Quality of Apemkislamets
Learning Application Management Service. 203(Iclick 2018), 413–417.
https://doi.org/10.2991/iclick-18.2019.87
Xu, M., Chen, X., & Kou, G. (2019). A systematic review of blockchain.

Wahyu Supriyatin (Implementation Of Digital Marketing…)