Rancangan Strategi Pemasaran Menggunakan 7p Dan Customer Journey Untuk Penguatan Pemasaran Denting Music School

Noor, Muhammad Chaidzar (2022) Rancangan Strategi Pemasaran Menggunakan 7p Dan Customer Journey Untuk Penguatan Pemasaran Denting Music School. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sektor jasa, terutama industri musik merupakan salah satu penyumbang pendapatan daerah dan terus mengalami peningkatan yang signifikan. Hal tersebut didasari oleh fenomena banyaknya musisi-musisi baru yang bermunculan, banyaknya festival musik, dan berkembangnya kursus musik dewasa ini. Selain itu menjamurnya komunitas band indie, dan banyaknya remaja yang ingin ikut kursus musik untuk mengembangkan kemampuan bermusiknya, sehingga peluang usaha dibidang ini sangat menjanjikan. Namun seiring dengan bertambahnya permintaan, beberapa kursus musik yang sudah terkenal seperti Purwacaraka justru terpaksa tutup dikarenakan adanya pandemi covid-19. Hal ini yang mendorong pemilik Denting Music School untuk menyediakan wadah bagi siswa yang membutuhkan kursus musik. Setelah melakukan observasi, diketahui Denting Music School memiliki banyak potensi. Namun dengan banyaknya potensi yang dimiliki, Denting Music School belum menerapkan strategi pemasaran yang optimal. Dengan bauran pemasaran 7P, Denting Music School dapat menguatkan internal bisnis sehingga pemasaran lebih mudah untuk dilakukan dan dikelola. Selain itu, customer journey juga diterapkan guna untuk mengetahui pengalaman yang dirasakan oleh pelanggan. Penelitian ini bertujuan untuk mengidentifikasi strategi pemasaran Denting Music School, mengidentifikasi penilaian pelanggan selama menjalani proses bisnis, dan memberikan usulan rancangan perbaikan terhadap permasalahan yang ada. Studi kasus diambil pada Denting Music School untuk memetakan proses bisnis perusahaan. Wawancara mendalam dilakukan kepada 6 responden yang dipilih karena latar belakang dan peran yang dimiliki. Pemilik dan guru musik berperan dalam pemetaan proses bisnis Denting Music School serta validasi, sedangkan keempat lainnya berperan untuk menemukan penglaman serta kondisi emosional pelanggan selama menjalani proses bisnis. Dari 8 proses bisnis yang telah teridentifikasi didapatkan 5 proses yang menjadi titik gangguan point of fails yang kemudian akan dicari akar permasalahan dan diperbaiki menggunakan kerangka Oracle. Rekomendasi perbaikan yang dirancang telah divalidasi untuk dapat memperbaiki point of fails. Kontribusi penelitian ini berupa perspektif baru dalam menangkap kebutuhan pelanggan dan melakukan transformasi pada proses bisnis yang ada pada Denting Music School.
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The service sector, especially the music industry, is one of the contributors to regional income and continues to experience a significant increase. This is based on the phenomenon of the number of new musicians emerging, the number of music festivals, and the development of music courses today. In addition, the proliferation of indie band communities, and the number of teenagers who want to take music courses to develop their musical abilities, so that business opportunities in this field are very promising. However, along with increasing demand, several well-known music courses such as Purwacaraka were forced to close due to the COVID-19 pandemic. This has prompted the owner of Denting Music School to provide a platform for students who need music courses. After making observations, it is known that Denting Music School has a lot of potential. However, with so much potential, Denting Music School has not implemented an optimal marketing strategy. With the 7P marketing mix, Denting Music School can strengthen internal business so that marketing is easier to do and manage. In addition, customer journeys are also applied in order to find out the experience felt by customers. This study aims to identify Denting Music School's marketing strategy, identify customer assessments during business processes, and provide proposed improvements to existing problems. The case study was taken at Denting Music School to map the company's business processes. In-depth interviews were conducted with 6 respondents who were selected because of their background and roles. Owners and music teachers play a role in mapping Denting Music School's business processes and validation, while the other four play a role in discovering customer experiences and emotional conditions during business processes. Of the 8 business processes that have been identified, there are 5 processes that become the point of failure point of failure which will then be searched for the root of the problem and corrected using the Oracle framework. The improvement recommendations designed have been validated to improve the point of fail. The contribution of this research is in the form of a new perspective in capturing customer needs and transforming existing business processes at Denting Music School.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Strategi Pemasaran, Sekolah Musik, Bauran Pemasaran 7P, Customer Journey Framework, Marketing Strategy, Music School, Marketing Mix 7P, Customer Journey Framework
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mr. Marsudiyana -
Date Deposited:	13 Oct 2025 07:41
Last Modified:	13 Oct 2025 07:45
URI:	http://repository.its.ac.id/id/eprint/128584

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