Efektivitas Iklan Berbayar Di Media Sosial Terhadap Content Engagement Di Masa Pandemi Covid-19 Pada Bisnis Coffee Shop

Jannah, Rania Amirah (2022) Efektivitas Iklan Berbayar Di Media Sosial Terhadap Content Engagement Di Masa Pandemi Covid-19 Pada Bisnis Coffee Shop. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi Covid-19 telah memberi dampak yang besar bagi perkembangan pelaku UKM. UKM harus mencari strategi yang tepat agar tetap bertahan. Maka dari itu, timbul kepentingan untuk mengumpulkan pengetahuan tentang manajemen bisnis, perencanaan strategi dan inovasi, untuk merumuskan alternatif bagi UKM untuk memperkuat model bisnis mereka. Salah satu strategi yang dapat dimanfaatkan di masa pandemi ialah social media marketing (SMM) yang memungkinkan pelaku UKM untuk dapat memasarkan produknya tanpa terkendala kebijakan-kebijakan selama pandemi. Penelitian ini bertujuan untuk membandingkan seberapa efektif content marketing dan native ads dalam meningkatkan content engagement pada Afterwork, sebuah coffee shop yang berlokasi di Surabaya selama pandemi Covid-19. Terdapat 252 responden yang berhasil menyelesaikan survei dan jawaban 240 responden diambil sebagai sampel. Hasil survei yang telah selesai dianalisis menggunakan SEM. Pada penelitian ini, hasil survei konsisten dengan temuan dalam literatur. Temuan penelitian menunjukkan iklan native advertising dianggap lebih efektif dalam meningkatkan akun Instagram Afterwork Caffeine. Di sisi lain, ditemukan bahwa iklan native advertising dianggap lebih kredibel daripada iklan content marketing. Implikasi yang dapat diberikan kepada pihak Afterwork Caffeine dapat melakukan pengefektifan iklan advertorial, salah satunya adalah dengan beralih pada iklan native atau native advertising. Hasil dan implikasi secara lebih rinci telah dibahas pada penelitian ini.
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The Covid-19 pandemic has had a major impact on the development of SMEs. SMEs must find the right strategy to survive. Therefore, it is of interest to gather knowledge on business management, strategic planning and innovation, to formulate alternatives for SMEs to strengthen their business models. One strategy that can be utilized during the pandemic is social media marketing (SMM) which allows SMEs to be able to market their products without being constrained by policies during the pandemic. This study aims to compare how effective content marketing and native ads are in increasing content engagement at Afterwork, a coffee shop located in Surabaya during the Covid-19 pandemic. There were 252 respondents who successfully completed the survey and the answers of 240 respondents were taken as a sample. The results of the completed survey were analyzed using SEM. In this study, the survey results are consistent with the findings in the literature. The research findings show that native advertising is considered more effective in increasing Afterwork Caffeine Instagram accounts. On the other hand, it was found that native advertising is considered more credible than content marketing advertising. The implications that can be given to Afterwork Caffeine can be to make advertorial ads effective, one of which is by switching to native advertising or native advertising. The results and implications have been discussed in more detail in this study.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Pemasaran Media Sosial, Iklan Berbayar Instagram, Content Marketing, Interaksi Konten, Credibility, Social Media Marketing, Instagram Paid Ads, Content Marketing, Content Engagement, Credibility.
Subjects:	H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mr. Marsudiyana -
Date Deposited:	21 Oct 2025 02:35
Last Modified:	21 Oct 2025 02:35
URI:	http://repository.its.ac.id/id/eprint/128633

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