Rancangan Strategi Marketing Komprehensif melalui Instagram untuk Pengelolaan Akun Organik (Studi Kasus: UD. Daging Sapi Asli)

Putri, Verisa Ardila Cahaya (2023) Rancangan Strategi Marketing Komprehensif melalui Instagram untuk Pengelolaan Akun Organik (Studi Kasus: UD. Daging Sapi Asli). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi COVID-19 telah meningkatkan kebiasaan baru masyarakat untuk membeli online barang kebutuhannya, bahkan untuk produk daging sapi. Penjual merespon kebutuhan konsumen dengan berjualan melalui Instagram. UD. Daging Sapi Asli juga memanfaatkan pemasaran di Instagram, namun terdapat permasalahan yaitu penjualan di Instagram mengalami stagnasi yang diakibatkan reach dan engagement pada Bulan Agustus – November 2022 yang rendah. Penelitian ini bertujuan untuk membuat rancangan strategi marketing komprehensif. Penelitian ini menggunakan metode design thinking dan menggunakan testing yang melihat terkait matriks TOFU (top of funnel), MOFU (middle of funnelt) serta BOFU (bottom of funnel). Hasil penelitian berupa 12 prototype yang sesuai define yaitu menghasilkan konten dari cara memasak daging, promo, serta informasi yang detail. Tahapan testing menunjukkan tren positif pada matriks TOFU (reach, impresi, Instagram profil visit serta followers). Pada MOFU (engagement) juga mengalami peningkatan interaksi dan pada BOFU (conversion) diukur dari jumlah vote pada story Instagram dimana sebesar 70% audience memilih konten promo penyelamat tanggal tua. Penelitian ini juga menghasilkan guideline untuk membantu UD. Daging Sapi Asli dalam penerapan pemasarannya. Guideline tersebut berisi cara implementasi konten mulai dari penentuan logo, warna, font, teknik foto, user persona, idea communication sheet, implementasi serta template.
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The COVID-19 pandemic has changed people's new habits to buy goods online, even for beef products. Sellers respond to consumer needs by selling through Instagram. UD. Daging Sapi Asli also utilizes marketing on Instagram, but there is a problem, specifically on the sale on Instagram. It has stagnated due to low reach and engagement in August – November 2022. This study aims to design a comprehensive marketing strategy. This research uses the design thinking method and with testing that looks at the TOFU (top of funnel), MOFU (middle of funnel) and BOFU (bottom of funnel) matrices. The results of the research are 12 prototypes that are according to define, namely the development of content from how to cook meat, promo, and detailed information. The testing stages show a positive trend in the TOFU Matrix (reach, impressions, Instagram profile visits and followers). At MOFU (engagement) there was also an increase in interaction and at BOFU (conversion) it was measured by the number of votes on Instagram stories where 70% of the audience chose promo content to save old dates. This research also produces guidelines to help UD. Daging Sapi Asli in its marketing implementation. The guideline contains how to implement content starting from determining logos, colors, fonts, photo techniques, user personas, idea communication sheets, implementation and templates.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Beef, Comprehensive Marketing Strategy, Content, Daging Sapi, Design Thinking, Instagram, Konten, Rancangan Strategi Komprehensif
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:	Verisa Ardila Cahaya Putri
Date Deposited:	25 Jan 2023 13:54
Last Modified:	25 Jan 2023 13:54
URI:	http://repository.its.ac.id/id/eprint/95638

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