Analisis Produktivitas Pemasaran di Media Sosial Menggunakan Framework 5A: Studi Kasus MCorp

Sephira, Tasya Dhea (2025) Analisis Produktivitas Pemasaran di Media Sosial Menggunakan Framework 5A: Studi Kasus MCorp. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Di era digital, media sosial menjadi elemen penting dalam strategi pemasaran. Untuk menghadapi persaingan, perusahaan perlu memahami perjalanan pelanggan secara menyeluruh. Framework 5A (Aware, Appeal, Ask, Act, Advocate) menawarkan pendekatan untuk mengukur produktivitas pemasaran melalui dua metrik: Purchase Action Ratio (PAR) dan Brand Advocacy Ratio (BAR). Penelitian ini bertujuan untuk menganalisis produktivitas pemasaran di media sosial MCorp dengan metode campuran (mix-method) menggunakan explanatory sequential design. Tahap kuantitatif dilakukan dengan regresi linear berganda terhadap data Instagram dan TikTok, diikuti tahap kualitatif melalui in-depth interview narasumber eksternal dan internal. Hasil penelitian menunjukkan bahwa di Instagram, empat tahap (Aware, Appeal, Act, Advocate) berpengaruh signifikan terhadap PAR dan BAR, sedangkan Ask tidak signifikan. Sementara di TikTok, seluruh tahapan 5A berpengaruh terhadap PAR, namun hanya Act yang berpengaruh terhadap BAR. Temuan kualitatif mengungkapkan strategi perbaikan seperti penggunaan Instagram Ads dan hashtag populer di tahap Aware, penguatan storytelling visual di tahap Appeal, interaksi melalui fitur polling dan Q&A di tahap Ask, serta optimalisasi CTA dan aksesibilitas kanal digital di tahap Act. Pada tahap Advocate, dianjurkan penggunaan konten berbasis pengguna. Di TikTok, strategi mencakup pemanfaatan FYP dengan konten tren untuk Aware, storytelling menarik dalam 3 detik pertama untuk Appeal, ajakan eksplisit untuk berinteraksi di tahap Ask, kolaborasi dengan kreator untuk Act, serta distribusi konten yang tepat sasaran untuk Advocate. Studi ini memberikan arahan strategis bagi tim Corporate Communication dalam mengoptimalkan konten untuk meningkatkan PAR dan BAR di media sosial.
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In the digital era, social media has become a crucial element in marketing strategies. To remain competitive, companies must understand the customer journey comprehensively. The 5A Framework (Aware, Appeal, Ask, Act, Advocate) offers an approach to measuring marketing productivity through two key metrics: Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR). This study aims to analyze marketing productivity on MCorp's social media using a mixed-method approach with an explanatory sequential design. The quantitative phase was conducted using multiple linear regression on Instagram and TikTok data, followed by a qualitative phase through in-depth interviews with internal and external informants. The results show that on Instagram, four stages (Aware, Appeal, Act, Advocate) significantly influence PAR and BAR, while Ask has no significant effect. On TikTok, all 5A stages influence PAR, but only Act affects BAR. Qualitative findings reveal improvement strategies such as the use of Instagram Ads and trending hashtags at the Aware stage, enhancing visual storytelling at the Appeal stage, interaction through polling and Q&A features at the Ask stage, and optimizing CTAs and digital channel accessibility at the Act stage. For the Advocate stage, user-generated content is recommended. On TikTok, strategies include leveraging FYP with trending content for Aware, engaging storytelling within the first 3 seconds for Appeal, explicit calls to interact at the Ask stage, collaboration with creators for Act, and targeted content distribution for Advocate. This study provides strategic insights for the Corporate Communication team to optimize content in order to improve PAR and BAR on social media.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand Advocacy Ratio (BAR), Framework 5A, Media Sosial, Produktivitas Pemasaran, Purchase Action Ratio (PAR). Brand Advocacy Ratio (BAR), 5A Framework, Social Media, Marketing Productivity, Purchase Action Ratio (PAR).
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Tasya Dhea Sephira
Date Deposited:	31 Jul 2025 01:48
Last Modified:	31 Jul 2025 01:48
URI:	http://repository.its.ac.id/id/eprint/123302

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