Pramesti, Faras (2020) Pemanfaatan Media Sosial Terhadap Performa Pemasaran Usaha Kecil Menengah (UKM) di Kota Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi informasi saat ini berdampak pada peningkatan pemanfaatan media sosial yang dapat mempermudah segala aktivitas. Pengguna media sosial terbesar di Indonesia didominasi oleh usia kerja produktif, salah satunya pelaku usaha kecil menengah (UKM). Peralihan UKM yang bersifat konvensional menjadi digital melalui media sosial dapat meningkatkan pertumbuhan ekonomi di Indonesia, namun di Kota Surabaya jumlah pelaku UKM yang memanfaatkan media sosial tergolong rendah. Penelitian ini dilakukan dengan tujuan menganalisis faktor-faktor penyebab beberapa UKM di Kota Surabaya memanfaatkan media sosial sebagai media pemasaran, dampaknya terhadap performa pemasaran, dan urutan prioritas platform media sosial yang paling berpengaruh pada performa pemasaran. Desain penelitian yang digunakan adalah exploratory-direct bersifat kualitatif. Teknik pengumpulan data dengan menggunakan in-depth semi-structured interview dan kuesioner perbandingan berpasangan AHP. Analisis data menggunakan metode analisis thematic dan analytic hierarchy process (AHP). Proses pengumpulan data dilakukan kepada 9 pelaku UKM di Kota Surabaya dari 4 subsektor berbeda yang telah memanfaatkan media sosial sebagai media pemasaran berupa Facebook, Instagram, YouTube, dan website atau blog selama minimal 2 tahun. Temuan dari analisis thematic pada penelitian ini yaitu terdapat 6 faktor penyebab pelaku UKM di Kota Surabaya memanfaatkan media sosial sebagai media pemasaran, kemudian ditemukan sejumlah 8 dampak positif pada performa pemasaran yang diakibatkan oleh pemanfaatan media sosial. Selain itu, melalui in-depth semi structured interview dilakukan pula pengumpulan data platform media sosial yang paling banyak dimanfaatkan oleh tiap pelaku UKM tersebut melalui electronic word of mouth (eWOM), viral marketing, dan social presence. Berdasarkan analisis AHP urutan platform media sosial yang paling berpengaruh pada performa pemasaran UKM di Kota Surabaya adalah platform Instagram, kemudian secara berurutan yaitu platform Facebook, website atau blog, dan YouTube. Terdapat beberapa implikasi manajerial pada penelitian ini yang bertujuan untuk memberikan kontribusi pengembangan UKM secara tepat dalam memanfaatkan media sosial dan berdampak pada peningkatan performa pemasaran UKM.
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The current development of information technology affects the high utilization of social media which caters many activities. Productive workers, as a group, dominate the position of social media users with owners of small and medium-sized enterprises (SMEs) being one of them. The transition from conventional to digital SMEs through social media can increase economic growth in Indonesia, however the number of SME in Surabaya that use social media are categorized relatively low. This study was conducted with the aim to analyse the factors that drive several SMEs in Surabaya to utilize soial media as marketing media, it’s impact on marketing performance and determine which social media platforms that caters the most influence on marketing performance. The design of this study is held in qualitative exploratory-direct manner. Data collection techniques are conducted through in-depth semi-structrured interview and AHP paired comparative questionnaires. The data analysis process uses the thematic analysis method and analytic hierarchy process (AHP). The data collection process was carried out to 9 SMEs in Surabaya from 4 different subsectors which have utilized social media such as Facebook, Instagram, YouTube, and blogs or websites as marketing media for at least 2 years. The findings from the thematic analysis in this study conclude that there are 6 factors that cause SMEs in Surabaya to utilize social media and 8 positive impacts on marketing performance caused by the usage of social media. In addition, the in-depth semi structured interview showcases data of the most used social media platforms by each of the SMEs through electronic word of mouth (eWOM), viral marketing, and social presence. Based on AHP analysis, the order of the most influential social media platforms in terms of its effects toward the Surabaya-based SMEs’ marketing performance is respectively as follow: Instagram, Facebook, blogs or website, the YouTube. There are several managerial implications in this study that aim to contribute the appropriate development of SMEs in utilizing social media that carries impacts in improving the marketing performance of SMEs.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.401 2 Pra p-1 |
| Uncontrolled Keywords: | Analisis Thematic, Analytic Hierarchy Process (AHP), Media Sosial, Performa Pemasaran, Usaha Kecil Menengah (UKM) |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Faras Pramesti |
| Date Deposited: | 26 Apr 2023 07:29 |
| Last Modified: | 26 Apr 2023 07:29 |
| URI: | http://repository.its.ac.id/id/eprint/73415 |
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