Persepsi dan Preferensi Terhadap Pemilihan Layanan Internet Khusus UMKM di Bandung

Noorsahadita, Radina (2023) Persepsi dan Preferensi Terhadap Pemilihan Layanan Internet Khusus UMKM di Bandung. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Internet menjadi salah satu bentuk pemanfaatan bagi UMKM dalam kinerja sehari-harinya dan UMKM mengalami pertumbuhan penjualan yang cepat. Salah satu perusahaan BUMN yang mendukung untuk peningkatan penjualan UMKM hadir dari PT Telekomunikasi Indonesia. Perusahaan tersebut meluncurkan produk terbaru mengatasi konektivitas bagi UMKM bernama SooltanNet pada tahun 2021. Namun di salah satu area PT Telekomunikasi Indonesia di Bandung, penjualan SooltanNet mengalami fluktuasi yang disebabkan kurangnya awareness, adanya transformasi bisnis antara PT Telekomunikasi Indonesia dan PT Telekomunikasi Seluler, serta pemasaran yang konvensional. Karenanya, penelitian ini dilakukan guna mengidentifikasi persepsi dan preferensi UMKM tentang produk layanan internet dan SooltanNet dan merumuskan strategi pemasaran 7P. Desain penelitian yang digunakan kuantitatif
deskriptif melalui analisis crosstab dan kualitatif deskriptif dengan tujuan untuk mengeksploratif mengenai permasalahan yang diangkat. Dalam penyebaran kuesioner didapati 30 responden yang memenuhi kriteria lalu dilakukan penetapan responden untuk dilakukan wawancara dengan hasil 4
UMKM darisektor kuliner, sektor perhotelan, dan sektor fashion. Hasil dari penelitian ini berupa strategi
pemasaran 7P yang didapati oleh hasil wawancara dan hasil kuesioner berdasarkan persepsi dan preferensi UMKM dengan rincian SooltanNet mengikuti modem 6E, menciptakan bundling package, pemasangan spanduk di lokasi strategis di Bandung, mengikuti pameran khusus UMKM, pembuatan hastag, memberikan layanan kemudahan pembayaran digital, mengevaluasi mengenai segmentasi bisnis, memaksimalkan ketersediaan aplikasi mobile, dan melakukan evaluasi penampilan teknisi dan
customer service. Perumusan strategi pemasaran 7P yang menjadi hasil dalam penelitian ini dapat digunakan sebagai acuan untuk membantu dalam pelaksanaan strategi pemasaran produk SooltanNet di PT Telekomunikasi Indonesia Wilayah Bandung. Penelitian lebih lanjut dapat dilakukan dengan jumlah sampel dan narasumber yang lebih besar dan dapat diperluas pada kota-kota lainnya di Indonesia.
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The internet is a form of utilization for MSMEs in their daily performance and MSMEs experiencerapid sales growth. One of the state-owned companies that supports increasing MSME sales comes fromPT Telekomunikasi Indonesia. The company launched its newest product to address connectivity for MSMEs called SooltanNet in 2021. However, in one of PT Telekomunikasi Indonesia's areas in Bandung, SooltanNet's sales have fluctuated due to lack of awareness, business transformation between PT Telekomunikasi Indonesia and PT Telekomunikasi Seluler, as well as conventional marketing.
Therefore, this research was conducted to identify the perceptions and preferences of MSMEs regarding internet service products and SooltanNet and to formulate a 7P marketing strategy. The research design used is descriptive quantitative through crosstab analysis and descriptive qualitative with the aim of exploring the issues raised. In distributing the questionnaire, 30 respondents were found who met the criteria and then the respondents were determined to be interviewed with the results of 4 MSMEs from the culinary sector, the hotel sector, and the fashion sector. The results of this study were in the form of a 7P marketing strategy which was found from the results of interviews and questionnaire results based on the perceptions and preferences of MSMEs with details of SooltanNet following the 6E modem, creating bundling packages, placing banners in strategic locations in Bandung, participating in special MSME exhibitions, making hashtags, providing services ease of digital payments, evaluating business segmentation, maximizing the availability of mobile applications, and evaluating the appearance of technicians and customer service. The formulation of the 7P marketing strategy which is the result of this study can be used as a reference to assist in the implementation of the marketing strategy for the SooltanNet product at PT Telekomunikasi Indonesia, Bandung Region. Further research can be carried
out with a larger number of samples and sources and can be expanded to other cities in Indonesia.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Persepsi, Preferensi, Produk Layanan Internet, UMKM, Strategi Pemasaran 7P ======================================================================================================================== Perception, Preferences, Internet Service Product, SMEs, 7P Marketing Strategy
Subjects:	A General Works > AC Collections. Series. Collected works A General Works > AC Collections. Series. Collected works
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Radina Noorsahadita
Date Deposited:	02 Aug 2023 20:40
Last Modified:	02 Aug 2023 20:40
URI:	http://repository.its.ac.id/id/eprint/101148

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