Analysis of Digital-Based Marketing Strategies to Increase the Competitiveness of Fast Moving Consumer Goods Industrial Companies

Abstract

The research objective is related to the analysis of the application of digital marketing to increasing competitiveness in the Fast Moving Consumer Goods industry. The research approach uses a quantitative approach. The research sample consisted of 143 business actors who sell products from PT (Tbk) Indofood Sukses Makmur Makassar, which is one of the FMCG companies. The sample collection technique was purposive sampling. The method of analysis using regression analysis. The results of the study prove that companies with digital marketing can positively and significantly increase their competitiveness. Transaction fees, interactive, incentive programs, feature displays are digital marketing indicators that make a significant contribution to increasing competitiveness. Companies that have high competitiveness will have advantages in cost, product quality, timely delivery, and high flexibility.