Implementation of Design Thinking in Marketing Strategy Development at Fajar Motor’s Small and Medium Enterprises

Fajar Motor’s SME is a business entity that focuses on selling motorcycle parts. There are problems with these SMEs, namely sales turnover which tends to decrease in 2022 and digital marketing has not yet been implemented. The purpose of this study is to determine the advantages and disadvantages of marketing strategies that have been implemented and provide a proposal for planning a marketing strategy for Fajar Motor’s SME. The design thinking method is used to analyze problems from an internal and external perspective, as well as in determining the marketing strategy, which consists of five stages, namely empathize, define, ideate, prototype, and test. The results of this study indicate the need for a new marketing strategy for SMEs to satisfy customers and increase turnover, the data was obtained from the owner of Fajar Motor’s SME, and the buyers totaled fifteen people. So, the recommendation is to make a Standard Operating Procedure (SOP) for services so that customers get standardized service, then make social media in the form of Instagram and Whatsapp as touchpoints with customers so that customers can place orders before visiting the store, then provide a promotional strategy in the form of Upload and Get Discount (UGD) and membership cards, as well as Digital Marketing Canvas (DMC) which serves as a visualization of ideas based on the company’s business model and marketing strategy, and can periodically evaluate existing marketing strategies as needed.