Strategi Marketing melalui Konten Reels Instagram dalam Meningkatkan Customer Engagement pada UMKM Fashion Lokal Berbasis Budaya

Dewi, Gusti Ayu Putu Tirta (2023) Strategi Marketing melalui Konten Reels Instagram dalam Meningkatkan Customer Engagement pada UMKM Fashion Lokal Berbasis Budaya. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032211195-Master_Thesis.pdf Restricted to Repository staff only until 1 April 2025. Download (2MB) | Request a copy

Abstract

UMKM merupakan salah satu tonggak perekonomian di Indonesia, salah satu sektor UMKM di Indonesia adalah UMKM fashion. Perkembangan industri fashion di dunia saat ini bergerak sangat cepat termasuk di Indonesia. Hal ini ditandai dengan banyaknya UMKM fashion lokal berbasis budaya yang lahir dan tumbuh karena masih terbukanya pasar yang baik di Indonesia. Perkembangan media digital yang masif mendorong UMKM fashion untuk bisa bertahan dan bersaing dengan kompetitor baik lokal maupun internasional dengan membangun customer engagement melalui pemanfaatan media sosial Instagram khususnya reels sehingga dapat meningkatkan loyalitas konsumen dengan terus memilih produk atau jasa yang ditawarkan secara berkala. Tujuan dari penelitian ini adalah untuk mengetahui sejauh mana konten reels dalam meningkatkan customer engagement dan elemen-elemen penting di dalamnya. Kedua poin tersebut sangat penting untuk diketahui sehingga nantinya dapat menghasilkan rencana strategi konten reels pada Instagram untuk marketing dan mendapatkan konsumen yang berkelanjutan. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan Design Thinking. Penelitian akan dilakukan dengan dua tahapan dimana tahap pertama peneliti akan melakukan analisis terhadap konten visual reels Instagram UMKM fashion lokal berbasis budaya. Tahap selanjutnya melakukan pengujian terhadap pengikut Instagram UMKM fashion lokal berbasis budaya dengan menerapkan tiga proses dalam metode Design Thinking, yaitu Emphatize dalam memahami masalah atau mengetahui persepsi pengguna setelah melihat konten reels UMKM fashion berbasis budaya lokal. Tahap Emphatize akan menghasilkan User Persona, Empathy Map serta User Journey Mapping. Tahap kedua yaitu Define, pada tahap ini peneliti akan menganalisis mengenai masalah yang dihadapi persona dan menghasilkan penjelasan mengenai masalah dan kebutuhan persona dan tahap ketiga yaitu Ideate yang akan menghasilkan ide-ide solusi yang nantinya dapat dikembangkan menjadi strategi marketing melalui Instagram. Hasil penelitian ini menunjukkan elemen-elemen apa saja yang penting dalam konten visual reels dan mengetahui tingkat customer engagement yang telah dicapai melalui konten reels Instagram sehingga dapat menyusun beberapa konten reels sebagai rekomendasi strategi marketing untuk UMKM fashion lokal berbasis budaya dan dapat menjadi rujukan dalam melakukan marketing melalui Instagram.
===============================================================================================================================
Micro, Small and Medium Enterprises (UMKM) is one of the pillars of the economy in Indonesia that helped in its development, one of the UMKM sectors is fashion UMKM. The development of the world's fashion industry is moving very fast, including in Indonesia. This is marked by the large number of culture-based local fashion UMKM that were born and grew because Indonesia still had a good market open. The massive development of digital media encourages fashion UMKM to be able to survive and compete with competitors both locally and internationally by building customer engagement through the use of Instagram social media, especially reels to increase consumer loyalty by continuing to choose products or services offered regularly. The purpose of this research is to find out to what extent the reels content increases customer engagement and the important elements in it. These two points are very important to know so in the future they can produce reels content strategy plan on Instagram for marketing and getting sustainable consumers. This research is using qualitative descriptive research methods with a Design Thinking approach. The research will be carried out in two stages where the first stage is the researcher will conduct an analysis of the visual content of the Instagram reel for local fashion UMKM based on culture. The next stage is testing the Instagram followers of local fashion UMKM based on culture by applying three processes in the Design Thinking method, namely, Empathize in understanding the problem or knowing user perceptions after seeing the content of the local fashion based on culture reels. The Emphasize stage will produce a User Persona, Empathy Map, and User Journey Mapping. The second stage is Define, at this stage the researcher will analyze the problems faced by the persona and produce an explanation of the problems and needs of the persona and the third stage is Ideate which will generate solution ideas which can later be developed into a marketing strategy through Instagram. Based on the results, this study indicate what elements are important in visual reels content and determine the level of customer engagement that has been achieved through Instagram reels content so that this research can compile some recommendations for content reels as a marketing strategy for local fashion UMKM based on culture and also become a reference in marketing through Instagram.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Instagram, Konten Reels, Customer Engagement, UMKM Fashion Lokal Berbasis Budaya.
Subjects:	T Technology > T Technology (General) > T56.8 Project Management T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Gusti Ayu Putu Tirta Dewi
Date Deposited:	11 Feb 2023 06:53
Last Modified:	11 Feb 2023 06:54
URI:	http://repository.its.ac.id/id/eprint/97044

Actions (login required)

View Item