Implementasi Bisnis Jasa Digital Marketing di Kota Palembang (Ayunda Agency)

Abstract

The rapid growth of internet users in Indonesia, reaching 212 million by 2025, has created both significant opportunities and intense competition within the digital marketing agency industry. Ayunda Agency, a provider of SEO services, brand analysis, and digital education, is required to implement adaptive service strategies focused on customer satisfaction. This research aims to identify customer preferences and expectations to enhance the company's competitiveness amidst increasing demand from cross-city clients. Based on the problem identification, Ayunda Agency's customers tend to require communicative assistance, flexible workflows, and applicable digital strategy results. Given that interactions are predominantly conducted online, process clarity, intensive communication, and organized documentation have become crucial aspects expected by clients. The urgency of this research lies in the importance of maintaining service image, as service quality and customer relationships directly impact perceived value and loyalty. The results of this study are expected to serve as a foundation for Ayunda Agency to refine its strategy through the 7P Marketing Mix approach, specifically focusing on product, people, process, and physical evidence elements. By gaining a deep understanding of customer needs, Ayunda Agency can improve service effectiveness and strengthen its position in the ever-evolving digital marketing industry.