Himawan, Muhammad Ade (2016) Perancangan Social Media Marketing Bagi Dinas Perdagangan Dan Perindustrian Dalam Mempromosikan Usaha Mikro Kecil Dan Menengah Di Kota Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Usaha Mikro Kecil dan Menengah (UMKM) merupakan salah satu elemen
penting dalam perekonomian suatu negara. keberhasilan UMKM memiliki dampak
langsung terhadap pembangunan ekonomi baik pada negara maju maupun negara
berkembang, tidak terkecuali Indonesia. Jumlah UMKM di Indonesia terus
meningkat setiap tahunnya. Hal tersebut menjadikan UMKM sebagai penopang
perekonomian nasional. Peningkatan jumlah UMKM juga terjadi di Kota Surabaya.
Peningkatan jumlah UMKM di Surabaya membuat persaingan menjadi semakin
kompetitif, sehingga UMKM harus memiliki strategi marketing yang baik agar bisa
bersaing. Salah satu strategi marketing yang bisa digunakan oleh UMKM di
Surabaya adalah dengan memanfaatkan social media sebagai alat pemasaran.
Namun, masih sedikit UMKM di Kota Surabaya terutama UMKM binaan
pemerintah yang menggunakan social media untuk memsarkan dan
mempromosikan produk mereka. Dinas Perdagangan dan Perindustrian
(Disperdagin) Kota Surabaya selaku biro pemerintah yang menaungi UMKM di
Surabaya kemudian berinisiatif untuk membantu UMKM binaan dengan
melakukan promosi menggunakan social media yang akan dikelola oleh
Disperdagin.
Penelitian ini bertujuan untuk Mengidentifikasi dan mengevaluasi social
media yang tepat bagi Disperdagin Kota Surabaya, Kemudian membuat rancangan
implementasi social media marketing bagi Disperdagin untuk branding UMKM,
dan yang terakhir merancang panduan operasional social media marketing yang
efektif bagi Disperdagin untuk branding UMKM binaan. Metode yang digunakan
mengadopsi model House of Quality (HOQ). Hasil dari penelitian ini yakni ada tiga
social media yang sesuai untuk digunakan oleh Disperdagin yaitu Facebook,
Twitter dan Instagram. Selain itu, dari hasil analisis juga didapati 15 poin rencana
aksi social media marketing yang bisa dijadikan landasan dalam pembuatan dan
pengelolaan akun social media oleh Disperdagin.
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Small Medium Enterprises (SMEs) is one of important elements of economy
in a country. The breaktrough of SMEs has direct impacts toward economy
development in both developed and developing countries, including Indonesia. The
number of SMEs in Indonesia keeps increasing anually. This causes SMEs as a
national economy pillar. The increasing in number of SMEs also takes place in
Surabaya, East Java. The increasing in number has made competitions to be more
competitive, therefore, SMEs must have good marketing strategies to compete. One
of the marketing strategies applied by SMEs in Surabaya is to use social media as
a marketing medium. However, there are still few SMEs in Surabaya, especially the
SMEs managed by the city government applying social media to market and
promote their products. Department of Trade and Industry (Disperdagin) of
Surabaya as an agency accomodating SMEs in Surabaya has initiated to help its
managed SMEs to promote their products by using social media which later will be
organized by Disperdagin.
This research is aimed to identify and evaluate appropriate social media
which are suitable for Disperdagin and make a plan of implementation
especially marketing social media for Disperdagin to brand branding micro small
and medium enterprises, and the last is to set operational guidance which is
effective for Disperdagin to brand the businesses. The Methode applied is to adopt
a model of House of Quality (HOQ). The results of this research have emphasized
three social media which is suitably applied by Disperdagin, Facebook, Twitter dan
Instagram. Besides, from the results, it is also obtained about15 points of marketing
social media that can be a foundation in establishing and organizing the accounts
of social media by Disperdagin.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSMB 658.872 Him p 3100016066951 |
| Uncontrolled Keywords: | House of Quality, Social Media, Social Media Marketing, Disperdagin, House of Quality, Social Media, Social Media Marketing |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | - Davi Wah |
| Date Deposited: | 11 Mar 2020 08:41 |
| Last Modified: | 11 Mar 2020 08:41 |
| URI: | http://repository.its.ac.id/id/eprint/75436 |
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