Evaluasi Pemasaran Media Sosial dan Operasional Sebagai Dasar Strategi Wira Wiri Suroboyo Menggunakan Metode Race, Fishbone, Ahp, dan Swot

Irvandy, Erasmus Reyhan (2026) Evaluasi Pemasaran Media Sosial dan Operasional Sebagai Dasar Strategi Wira Wiri Suroboyo Menggunakan Metode Race, Fishbone, Ahp, dan Swot. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Transportasi merupakan aspek penting dalam kehidupan, karena seluruh masyarakat sangat bergantung pada transportasi untuk memenuhi kebutuhan sehari-hari. Pertumbuhan penduduk yang pesat dan mobilitas tinggi masyarakat di Kota Surabaya telah menciptakan tantangan signifikan dalam pengelolaan transportasi umum. Pemerintah Kota Surabaya, melalui Dinas Perhubungan Kota Surabaya, terus menyediakan solusi untuk mengurangi kemacetan lalu lintas dan polusi udara, salah satunya adalah transportasi umum bernama “Wira-Wiri Suroboyo.” Penelitian ini bertujuan untuk mengidentifikasi alasan rendahnya penggunaan Wira Wiri Suroboyo dan membuktikan efektivitas pemasaran media sosial untuk Wira Wiri Suroboyo. Penelitian ini menggunakan pendekatan kuantitatif dengan kuesioner sebagai alat pengumpul data. Pengambilan sampel dilakukan dengan metode purposive sampling. Penelitian ini menggunakan metode Analytic Hierarchy Process (AHP), Reach, Act, Convert, Engage (RACE), Fishbone, dan Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis. Hasil analisis melalui diagram Fishbone menunjukkan bahwa akar penyebab rendahnya minat masyarakat meliputi segala aspek, teridentifikasi adanya kurangnya partisipasi publik, rute yang tidak mencakup semua area padat penduduk, kurangnya fasilitas halte bus yang representatif, dan ketergantungan pada anggaran daerah untuk pendanaan operasional. Berdasarkan matriks SWOT, Wira-Wiri Suroboyo berada di kuadran maintain, namun memerlukan perbaikan signifikan pada aspek Act di media sosial. Strategi prioritas utama adalah meningkatkan interaksi terhadap konsumen serta konten informatif yang mudah dipahami pengguna untuk membangun brand awareness. Studi menyimpulkan bahwa penggunaan Wira-Wiri yang rendah bukan hanya masalah transportasi, tetapi akumulasi ekosistem yang belum matang. Sebagai rekomendasi strategis, Dinas Perhubungan Surabaya perlu secara konsisten menerapkan strategi RACE, meningkatkan infrastruktur (halte bus), dan menyesuaikan jadwal per halte bus berdasarkan pola perjalanan aktual (asal-tujuan). Penguatan strategi media sosial diharapkan dapat mengubah persepsi publik sehingga transportasi umum menjadi pilihan yang rasional, nyaman, dan membanggakan bagi warga Surabaya.
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Transportation is an important aspect of life, as the entire community relies heavily on transportation to meet their daily needs. Rapid population growth and high mobility of the community in the city of Surabaya have created significant challenges in public transportation management. The Surabaya City Government, through the Surabaya City Transportation Agency, continues to provide solutions to reduce traffic congestion and air pollution, one of which is a public transportation system called “Wira-Wiri Suroboyo.” This study aims to identify the reasons for the low usage of Wira Wiri Suroboyo and prove the effectiveness of social media marketing for Wira Wiri Suroboyo. This study uses a quantitative approach with a questionnaire as a data collection tool. Sampling was conducted using purposive sampling. This study uses the Analytic Hierarchy Process (AHP), Reach, Act, Convert, Engage (RACE), Fishbone, and Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis methods. The results of the analysis using the Fishbone diagram show that the root causes of low public interest include all aspects, identifying a lack of public participation, routes that do not cover all densely populated areas, a lack of representative bus stop facilities, and dependence on the regional budget for operational funding. Based on the SWOT matrix, Wira-Wiri Suroboyo is in the maintain quadrant, but requires significant improvement in the Act aspect on social media. The main priority strategy is to increase interaction with consumers and provide informative content that is easy for users to understand in order to build brand awareness. The study concludes that the low usage of Wira-Wiri is not only a transportation issue, but also an accumulation of an immature ecosystem. As a strategic recommendation, the Surabaya Transportation Agency needs to consistently implement the RACE strategy, improve infrastructure (bus stops), and adjust schedules per bus stop based on actual travel patterns (origin-destination). Strengthening social media strategies is expected to change public perception so that public transportation becomes a rational, comfortable, and proud choice for Surabaya residents.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	AHP, Media Sosial, RACE, SWOT, Transportasi Umum
Subjects:	H Social Sciences > HE Transportation and Communications H Social Sciences > HE Transportation and Communications > HE147.6 Transportation--Planning H Social Sciences > HE Transportation and Communications > HE311.I4 Urban transportation
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Erasmus Reyhan Irvandy
Date Deposited:	27 Jan 2026 01:55
Last Modified:	27 Jan 2026 01:55
URI:	http://repository.its.ac.id/id/eprint/130284

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