Binashrillah, Muhammad Arju Najakah Alfaiz and Ir. Endra Yuafanedi Arifianto, ST., MT (2023) Analisis Digital Marketing Menggunakan Metode Segmenting, Targeting And Positioning (STP), Marketing Mix dan Social Media Marketing (SMM) (Studi Kasus: UMKM Keripik Tempe Mayla Jaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penerapan teknologi digital telah diaplikasikan oleh berbagai jenis tempat usaha rumahan maupun perusahaan besar termasuk Usaha Mikro, Kecil, dan Menengah (UMKM). Salah satu tempat usaha bernama UMKM Keripik Tempe Mayla Jaya dengan produk berupa keripik tempe yang memiliki berbagai macam platform media sosial sebagai aktualisasi pemanfaatan teknologi digital. Tempat usaha ini memiliki kendala di mana penjualan hanya berfokus pada penjualan kepada langganan sehingga penjualan sangat bergantung pada satu segmen saja. Pada saat pandemi COVID-19 terjadi sekitar tahun 2020, tempat usaha mengalami cut-off dari beberapa pihak langganan terutama dari luar daerah hingga luar pulau. Selain itu kendala yang dialami adalah kurang maksimalnya pemanfaatan fitur dalam platform digital yang dimiliki. Dilakukan penelitian untuk mengetahui daya minat masyarakat terhadap pembelian produk khususnya secara digital serta strategi-strategi penjualan dan pemasaran produk yang tepat guna mengatasi permasalahan tempat usaha. Penelitian dimulai dengan melakukan pengumpulan data menggunakan kuesioner dengan responden berjumlah 100 yang berisi penilaian terkait segmentasi & daya minat sertabauran pemasaran yang akan menjadi input dalam tahap analisis. Setelah itu dilakukan pengujian dan pengolahan data menggunaakan software SPSS mulai dari validitas, reliabilitas hingga clustering. Kemudian, metode analisis yang digunakan dalam penelitian menggunakan metode Segmenting, Targeting and Positioning (STP, untuk mengetahui segmen audiens baru terutama pada media sosial yang berpotensi menjadi potential buyer serta mengetahui posisi tempat usaha di wilayah kompetitor. Selain itu dilakukan analisis bauran pemasaran (marketing mix) menggunakan 7P untuk menghasilkan strategi rekomendasi tiap aspeknya. Lalu dilakukan analisis Social Media Marketing (SMM) dengan tahap planning, developing, dan evaluating dengan output berupa rekomendasi strategi pemasaran melalui media sosial sekaligus desain dan jadwal unggahan. Berdasarkan pengolahan data dan analisis penelitian, dihasilkan data sebanyak 87% yang memiliki minat dalam melakukan pembelian produk serta 29% di antaranya memilih melakukan pembelian melalui media sosial. Kemudian dihasilkan segmen audiens berupa kalangan pelajar/mahasiswa berusia antara 18-35 tahun dengan penghasilan Rp1.000.000,00 – Rp2.999.999,00. Pada strategi STP dihasilkan segmentasi dan penargetan audiens terbaik serta penentuan posisi usaha. Lalu analisis bauran pemasaran mengihasilkan penilaian sangat baik pada tiap aspek 7P kecuali pada promotion. Dihasilkan pula rekomendasi peningkatan pada tiap aspeknya. Selanjutnya pada hasil analisis SMM dihasilkan strategistrategi pengembangan berupa: advertising recommendation berupa Instagram Carousel dan tayangan lebih banyak video TikTok; content development strategy dengan output desain unggahan berupa feed dan poster; livestreaming strategy pada platform TikTok; dan endorsement recommendation dengan content creator terbaik. Selain itu dihasilkan rekomendasi stratesgi evaluasi berupa penilaian kinerja dengan professional dashboard dan Sustainable Marketing Strategy.
English Abstract
Digital technology has been applied by various types of home-based businesses and large companies, including Micro, Small and Medium Enterprises (MSMEs). One of the business places is called UMKM Tempeh Chips Mayla Jaya, with a product in the form of tempeh chips that has various kinds of social media platforms as an actualization of the use of digital technology. This place of business has a problem in that sales only focus on selling to customers, so that sales are very dependent on one segment only. When the COVID-19 pandemic occurred around 2020, businesses experienced a cut-off from several customers, especially from outside the region and outside the island. In addition, the obstacle experienced is the lack of maximum utilization of the features on the digital platform that is owned. Research was conducted to determine the public's interest in buying products, especially digitally, as well as appropriate product sales and marketing strategies to overcome business-place problems. The research began by collecting data using a questionnaire with a total of 100 respondents that contained assessments related to segmentation and interest, as well as marketing mix, which would be input in the analysis stage. Subsequently, testing and data processing were performed using SPSS software, starting from validity and reliability to clustering. Then, the analytical method used in this research uses the Segmenting, Targeting and Positioning (STP) method to identify new audience segments, especially on social media that have the potential to become potential buyers and to determine the position of business premises in competitors' areas. In addition, an analysis of the marketing mix is conducted. ) used the 7P's to produce a recommendation strategy for each aspect, and an analysis of Social Media Marketing (SMM) was carried out with the planning, developing, and evaluating stages, with the output in the form of recommendations for marketing strategies through social media as well as design and upload schedules. Based on data processing and research analysis, 87% of the data produced had an interest in purchasing products, and 29% chose to make purchases through social media. Then, the audience segment was generated in the form of students aged between 18-35 years with an income of IDR 1,000,000.00 – IDR 2,999,999.00. The STP strategy resulted in the best audience segmentation, targeting, and business positioning. The analysis of the marketing mix resulted in a very good assessment of every 7P aspect, except for promotion. In addition, they produced recommendations for improvement in each aspect. Furthermore, the results of the SMM analysis produced development strategies in the form of: advertising recommendations in the form of Instagram Carousel and more TikTok video views; content development strategy with uploaded design outputs in the form of feeds and posters; livestreaming strategy on the TikTok platform; and endorsement recommendations with the best content creators. In addition, recommendations for evaluation strategies are produced in the form of performance appraisals using professional dashboards and a Sustainable Marketing Strategy.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052307 |
| Uncontrolled Keywords: | Digital marketing, marketing mix, SMM, STP. |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Zainul Mustofa |
| Date Deposited: | 10 Jan 2024 07:08 |
| Last Modified: | 10 Jan 2024 07:08 |
| URI: | http://repository.ub.ac.id/id/eprint/207475 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
MUHAMMAD ARJU NAJAKH ALFAIZ BINASHRILLAH.pdf Restricted to Registered users only until 31 December 2025. Download (4MB) |
Actions (login required)
 |
View Item |