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Oct 7, 2025
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Apr 21, 2026
Published
Apr 30, 2026
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Abstract

Penelitian ini bertujuan merumuskan strategi digital marketing pada laboratorium pengujian air PT ABCD di tengah tuntutan transformasi digital. Studi ini menggunakan pendekatan kualitatif dengan desain studi kasus, melalui wawancara semi-terstruktur, observasi media digital, dokumentasi internal, serta benchmarking terhadap kompetitor. Analisis dilakukan menggunakan kerangka SWOT bertahap (Stage 1-4) yang mencakup eksplorasi profil perusahaan, analisis kondisi internal dan eksternal, serta sintesis strategi. Hasil penelitian menunjukkan bahwa PT ABCD memiliki kekuatan utama berupa akreditasi KAN dan ISO/IEC 17025, tenaga ahli kompeten, tarif kompetitif, serta basis pelanggan yang luas. Namun, kinerja digital marketing masih belum optimal, ditandai dengan rendahnya visibilitas online, belum adanya website mandiri, inkonsistensi branding digital, serta respons layanan daring yang belum memenuhi ekspektasi pelanggan. Di sisi eksternal, peluang muncul dari meningkatnya kebutuhan uji kualitas air dan tren digitalisasi layanan, sementara ancaman berasal dari kompetitor yang lebih unggul secara digital. Kontribusi utama penelitian ini terletak pada pengembangan pendekatan SWOT bertahap yang tidak hanya bersifat deskriptif, tetapi juga menghasilkan formulasi strategi digital marketing yang terintegrasi dengan aspek visibilitas digital, branding, dan layanan online dalam konteks laboratorium pengujian air yang masih terbatas dalam literatur. Strategi yang direkomendasikan meliputi pembangunan website interaktif, penguatan branding berbasis konten, optimalisasi respons layanan digital, serta pemanfaatan akreditasi sebagai diferensiasi. Temuan ini memberikan implikasi praktis dalam meningkatkan kredibilitas dan daya saing laboratorium di era digital.

Keywords

Digital Marketing Testing Laboratory SWOT Analysis Marketing Strategy Online Services

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How to Cite
Azhari, D., Rahmat, D., Amelia, R., Fazlurrahman, H., & Fachmi, M. (2026). Strategy for Improving Branding and Digital Services of Water Testing Laboratories Based on Gradual SWOT Analysis. Ecoplan, 9(1), 49-62. https://doi.org/10.20527/ecoplan.v9i1.1299
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