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Vol. 3 No. 2 (2026) • Articles
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Analisis Manajemen Digital Marketing Berdasarkan Internal Factor Analysis Summary (IFAS) Dan External Factor Analysis Summary (EFAS) Pada Arba Digital Global

Muhammad Arif
Politeknik Negeri Bengkalis image/svg+xml
Abdul Gafur
Politeknik Negeri Bengkalis image/svg+xml
Endang Sri Wahyuni
Politeknik Negeri Bengkalis image/svg+xml
Supria
Politeknik Negeri Bengkalis image/svg+xml
Rahmat Fajrul
Politeknik Negeri Bengkalis image/svg+xml
Agnes Arum Budiana
Politeknik Negeri Bengkalis image/svg+xml
Published: November 25, 2026 Pages: 233-244
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Abstract

This study analyzes the digital marketing management of Arba Digital Global by mapping internal and external factors using the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS), focusing on the marketing of geronggang oil products through marketplaces. A descriptive qualitative approach with a case study design was employed. Initial data were obtained through observations of the Shopee store display, documentation of account appearances, identification of promotional activities, and strategic assessments of strengths, weaknesses, opportunities, and threats. The mapping results indicated an internal strength of 1.74 and a weakness of 1.02, yielding an IFAS score of 2.76 with an internal coordinate of +0.72. For external factors, opportunities were valued at 1.92 and threats at 0.84, resulting in an EFAS score of 2.76 with an external coordinate of +1.08. This positioning places Arba Digital Global in Quadrant I (Growth/Progressive), recommending an SO strategy. Priorities for digital marketing management include enhancing social commerce, optimizing video content, utilizing affiliates, developing CRM, diversifying product bundling, and employing analytics to measure performance.

Keywords:
Digital Marketing IFAS EFAS SWOT Marketplace Geronggang Oil Arba Digital Global
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Author Biographies
Muhammad Arif Politeknik Negeri Bengkalis

Program Studi Administrasi Niaga, Politeknik Negeri Bengkalis, Kabupaten Bengkalis, Provinsi Riau, Indonesia.

Abdul Gafur Politeknik Negeri Bengkalis

Program Studi Teknik Mesin, Politeknik Negeri Bengkalis, Kabupaten Bengkalis, Provinsi Riau, Indonesia.

Endang Sri Wahyuni Politeknik Negeri Bengkalis

Program Studi Administrasi Niaga, Politeknik Negeri Bengkalis, Kabupaten Bengkalis, Provinsi Riau, Indonesia.

Supria Politeknik Negeri Bengkalis

Program Studi Teknik Informatika, Politeknik Negeri Bengkalis, Kabupaten Bengkalis, Provinsi Riau, Indonesia.

Rahmat Fajrul Politeknik Negeri Bengkalis

Program Studi Teknik Mesin, Politeknik Negeri Bengkalis, Kabupaten Bengkalis, Provinsi Riau, Indonesia.

Agnes Arum Budiana Politeknik Negeri Bengkalis

Program Studi Teknik Mesin, Politeknik Negeri Bengkalis, Kabupaten Bengkalis, Provinsi Riau, Indonesia.

How to Cite
Arif, M., Gafur, A., Wahyuni , E. S., Supria, Fajrul , R., & Budiana, A. A. (2026). Analisis Manajemen Digital Marketing Berdasarkan Internal Factor Analysis Summary (IFAS) Dan External Factor Analysis Summary (EFAS) Pada Arba Digital Global. Jurnal Manajemen Dan Teknologi, 3(2), 233-244. https://doi.org/10.63447/jmt.v3i2.2102
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This work is licensed under a Copyright (c) 2026 Muhammad Arif, Abdul Gafur, Endang Sri Wahyuni , Supria, Rahmat Fajrul , Agnes Arum Budiana .

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