Perancangan Dan Evaluasi Konten Media Sosial Bagi UMKM Sambal Ning Niniek Dengan Pendekatan Design Thinking

Poespito, Dhianya Baiq Azzahra (2022) Perancangan Dan Evaluasi Konten Media Sosial Bagi UMKM Sambal Ning Niniek Dengan Pendekatan Design Thinking. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Adanya kemajuan teknologi dan perkembangan teknologi berdampak pada seluruh sektor yang dapat mempermudah aktivitas yang dilakukan oleh manusia. Adanya perkembangan teknologi yang semakin pesat mempengaruhi era pemasaran saat ini. Pada tahun 2019 jumlah Usaha Mikro dan Kecil (UMK) pada bidang FnB pada tahun 2019 (Food and Beverage) di Jawa Timur mencapai 746.732 unit usaha dan jumlah pengguna media sosial di Indonesia per Januari 2022 sebanyak 191 juta jiwa. Adanya fakta tersebut membuat peneliti melakukan penelitian terhadap UMKM Sambal Ning Niniek dikarenakan engagement ratedari sosial media UMKM Sambal Ning Niniek tergolong rendah, selain itu UMKM Sambal Ning Niniek sempat mengalami penurunan penjualan dikala pandemi. Adanya fenomena tersebut, mendorong peneliti untuk melakukan perancangan dan evaluasi terhadap konten media sosial dari UMKM Sambal Ning Niniek dengan menggunakan metode design thinking. Metode design thinkingdipilih karena dapat mempertimbangkan aspek dari potential usersdan juga pemilik usaha untuk menghasilkan konten media sosial yang terbaik. Hasil dari penelitian ini diperoleh bahwa engagementdari platformmedia sosial yang dimiliki oleh UMKM Sambal Ning Niniek masih tergolong rendah sehinga dibuatlah perancangan 6 konten media sosialyang berbentuk video untuk platfrommedia sosial Instagram, Facebook dan Tiktok yang diharapkan dapat meningkatkan nilai usaha dari UMKM Sambal Ning Niniek.
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The existence of technological advances and technological developments has an impact on all sectors that can facilitate activities carried out by humans. The rapid development of technology affects the current era of marketing. In 2019 the number of Micro and Small Enterprises (UMK) in the FnB sector in 2019 (Food and Beverage) in East Java reached 746,732 business units and the number of social media users in Indonesia as of January 2022 was 191 million people. The existence of these facts led researchers to conduct research on Sambal Ning Niniek SMEs because the engagement rate from social media for Sambal Ning Niniek SMEs was low, besides that MSME Sambal Ning Niniek had experienced a decline in sales during the pandemic. The existence of this phenomenon encourages researchers to design and evaluate social media content from Sambal Ning Niniek SMEs using the design thinking method. The design thinking method was chosen because it can consider aspects of potential users and also business owners to produce the best social media content. The results of this study indicate that engagement from the social media platform owned by Sambal Ning Niniek SMEs is still relatively low, so the design of 6 social media content in the form of videos for the social media platforms Instagram, Facebook and Tiktok is expected to increase the business value of the Sambal Ning SMEs.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.8 Poe a-1 2022
Uncontrolled Keywords:	Konten Media Sosial, Design Thinking, UMKM Sambal Ning Niniek, Social Media Content
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems. Dashboards. Enterprise resource planning. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Anis Wulandari
Date Deposited:	09 Dec 2022 01:15
Last Modified:	09 Dec 2022 01:15
URI:	http://repository.its.ac.id/id/eprint/95193

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