Renaldy LCF, Ronny (2018) Comparison of Online Marketing Strategy In Chicken Meat Processed Product Using Importance-Performance Analysis Between Ayam Goreng Nelongso and Ayam Bawang Cak Per In Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui perbandingan penerapan strategi online marketing antara rumah makan Ayam Goreng Nelongso dan Ayam Bawang Cak Per di Kota Malang. Data dianalisa dengan pendekatan kualitatif menggunakan Importance-Performance Analysis dengan tiga perspektif dalam Key Performance Indicator (KPI) dan Marketing Mix yang disesuaikan dengan pembahasan online marketing, perspektif tersebut diantaranya yaitu operasional, penjualan dan pemasaran, pelanggan dan marketing mix (product, price, place, promotion, people, process). Berdasarkan hasil penelitian ini ditemukan fakta bahwa kedua rumah makan tersebut masih belum mampu menjangkau seluruh pelanggan melalui strategi online marketing yang diterapkan, dari 100 responden hanya terdapat 27 responden yang menjadi pengguna aktif dalam pemesanan media online, hal tersebut menunjukan bahwa alokasi sumber daya dan manajemen pada penerapan strategi online marketing belum mampu menjangkau target pasar dengan baik melalui media online. Dengan begitu kedua restoran sebaiknya menentukan v segmen pasar yang akan dijadikan prioritas dan menentukan marketing channel yang sesuai, apakah melalui jalur offline atau melalui media online.
English Abstract
Indonesia is the top four world most population in the world which has 263.991.379 populations. Food fulfillment is one of the most problem arises along with population increases. Chicken meat was become a trend since recent years because it has affordable price than beef and easier to be processed. The total population brings Indonesia to become top five internet users in the world with over 132,7 miilion users. The number of internet users in Indonesia makes businesses start switching to internet-based marketing channels. The last few years have started a lot of businesses that rely on the internet as a marketing channel for reviewing the vast reach of the internet and many another potential that can be maximized from online marketing. Objective of the research were to analyze implementation of online marketing strategy in Nelongso and Cak Per then to evaluate comparison of online marketing strategy using importance-performance analysis (IPA) between Nelongso and Cak Per within Key Performance Indicator and marketing mix perspectives. Key Performance Indicator is an important tool for management control system that obtains valuable feedback for planning and control. The research was conducted in Malang, East Java Province, specifically at head office of Nelongso and Cak Per Restaurant, Starting from February 12nd – 28th 2018. The data that have been obtained from the questionnaires result and restaurant management interviews then quantified by using the measurement scale (Likert) with scoring 1 – 5 to assess the performance of the restaurant and the importance/expectation in operation aspect, sales and marketing, customer, marketing mix aspects. According to the result of the research, 51% of total respondents were male, 99% of respondents were 18 - 25 years old, 91% of respondents were students, 60% have income below 1.000.000 IDR per month, 85% live in Lowokwaru District, 58% of respondents made purchases at least once a week, and only 27% of respondents were active online media users in ordering, they prefer to make order directly because the location of outlets were not too far with their dorm. According to the quadrant division, dominant variable items of Nelongso goes into quadrant B which should be maintain the service, 12 of total 19 items, while Cak Per dominant goes into quadrant C which included in low priority, as many as 11 item variables. According to the highest value of performance, the Nelongso and Cak Per restaurants are present in item Ease of access and payment, Nelongso is located at coordinates (3.86; 3.67) while Cak Per at coordinates (3.37; 3, 47). If viewed from the lowest performance value, the Nelongso and Cak Per restaurants are in item Customer online engagement, Nelongso is located at coordinates (2.62; 2.87) while Cak Per lies on the coordinates (2.38; 2,48). Both restaurants allocate resources and management too much in the perspective of sales and marketing. So, it can be concluded that the implementation of online marketing strategy applied by the two restaurants are still unable to give a significant impact because the performance is not comparable with the level of customer satisfaction which is indicated by the low level of customer involvement in online marketing strategy applied.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FPT/2018/397/051807564 |
| Uncontrolled Keywords: | Online Marketing, Importance-Performance Analysis (IPA), Key Performance Indicator (KPI), |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.872 Telemarketing and direct marketing |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 12 Sep 2019 07:12 |
| Last Modified: | 13 Jul 2022 06:32 |
| URI: | http://repository.ub.ac.id/id/eprint/168071 |
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