Efektivitas Media Sosial Facebook Sebagai Media Promosi Produk Es Puter (Studi Kasus Di Ukm Lancar Jaya Dan Barokah Jaya Kota Batu)

Rahmadhani, Desti (2018) Efektivitas Media Sosial Facebook Sebagai Media Promosi Produk Es Puter (Studi Kasus Di Ukm Lancar Jaya Dan Barokah Jaya Kota Batu). Sarjana thesis, Universitas Brawijaya.

Abstract

Pesatnya perkembangan dunia teknologi informasi dan komunikasi di Indonesia dalam beberapa tahun belakang membuat internet menjadi salah satu alat komunikasi yang banyak diminati yang kemudian sedikit demi sedikit mengubah komunikasi konvensional menjadi komunikasi yang modern dan serba digital. Di mana promosi merupakan permasalahan utama yang sering dihadapi oleh UKM. Contohnya UKM Lancar Jaya dan UKM Barokah Jaya yang berada di Kota Batu, Jawa Timur. Kedua UKM masih mempromosikan produknya secara konvensional dengan informasi produk yang sangat terbatas. Adapun tujuan dari penelitian ini yaitu menentukan efektivitas media sosial facebook sebagai media promosi berdasarkan tahapan AIDA dan menentukan pengaruh antara perilaku pengguna media sosial facebook, aktivitas promosi dan pengenalan produk terhadap efektivitas media sosial facebook sebagai media promosi. Model yang dapat digunakan untuk mengetahui efektivitas promosi tersebut adalah model AIDA (Attention, Interest, Desire, dan Action). Penelitian ini menggunakan metode Partial Least Square (PLS) dengan jumlah sampel masing-masing UKM sebanyak 42 responden. Di mana variabel yang digunakan adalah perilaku pengguna facebook (X1), aktivitas promosi (X2), pengenalan produk (X3) dan efektivitas media sosial facebook sebagai media promosi (Y). Semua variabel tersebut dibentuk secara reflektif. Hasil tahapan AIDA untuk UKM Lancar Jaya dan UKM Barokah Jaya memperoleh hasil yang sama yaitu pada tahap attention (Y1), interest (Y2), desire (Y3) dan action (Y4). Hasil uji hipotesis kedua UKM sama yakni pada variabel perilaku pengguna facebook (X1) dan aktivitas promosi (X2) tidak viii memiliki pengaruh yang signifikan terhadap efektivitas media sosial facebook sebagai media promosi (Y), sedangkan pada variabel pengenalan produk (X3) memiliki pengaruh yang positif signifikan terhadap efektivitas media sosial facebook sebagai media promosi (Y). Adapun hasil persamaannya untuk UKM Lancar Jaya adalah Y = 0,089 X1 - 0,036 X2 + 0,753 X3 dan untuk UKM Barokah Jaya adalah Y = 0,025 X1 + 0,247 X2 + 0,568 X3.

English Abstract

The rapid development of the world of information and communication technology in Indonesia in the recent years made the internet become one of the most popular communication tools which then gradually convert conventional communication into a modern and all-digital communication. Where promotion is the main problem that is often faced by SMEs. For example SMEs Lancar Jaya and SMEs Barokah Jaya located in the Batu City, East Java. Both SMEs are still promoting their products conventionally with very limited product information. The purpose of this study is to determine the effectiveness of social media facebook as a media of promotion based on the stages of AIDA and determine the influence between users behavior of social media facebook, promotion activities and product introduction to the effectiveness of social media facebook as a media of promotion. The model that can be used to find out the effectiveness of the promotion is the AIDA model (Attention, Interest, Desire, dan Action). This study uses Partial Least Square (PLS) method with the number of samples of each SMEs as much as 42 respondents. Where the variables used are the users behavior of social media facebook (X1), promotion activities (X2), product introduction (X3) and the effectiveness of social media facebook as a media of promotion (Y). All these variables are formed reflectively. The AIDA stage results for SMEs Lancar Jaya and Barokah Jaya obtained the same result in the attention (Y1), interest (Y2), desire (Y3) and action (Y4). The result of hypothesis test of both SMEs is the same in users behavior of social media facebook variable (X1) and promotion activities (X2) do not have significant influence to effectiveness of social media facebook as media of promotion (Y), while in product introduction variable (X3) significant to the effectiveness of social media facebook as a media of promotion (Y). The equation for SMEs Lancar Jaya is Y = 0.089 X1 - 0,036 X2 + 0,753 X3 and for SMEs Barokah Jaya is Y = 0,025 X1 + 0,247 X2 + 0,568 X3.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FTP/2018/331/051808859
Uncontrolled Keywords: AIDA, Efektivitas Promosi, Es Puter, Facebook, Partial Least Square (PLS)-AIDA, Facebook, Ice Puter, Promotion Effectiveness, Partial Least Square (PLS)
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User: Endang Susworini
Date Deposited: 26 Jun 2019 02:30
Last Modified: 18 Nov 2021 02:17
URI: http://repository.ub.ac.id/id/eprint/164059
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