Penerapan Metode Growth Hacking Pada Bisnis Kuliner: Studi Kasus Nasi Kebuli Abah Rozzaq

Ataubakumarwa, Fajrur Rido (2023) Penerapan Metode Growth Hacking Pada Bisnis Kuliner: Studi Kasus Nasi Kebuli Abah Rozzaq. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Nasi Kebuli Abah Rozzaq merupakan salah satu UMKM subsektor kuliner yang fokus pada produk nasi kebuli yang sudah disesuaikan dengan selera lokal. Permasalahan yang dihadapi oleh Nasi Kebuli Abah Rozzaq adalah penjualan yang fluktuatif dan cenderung turun setiap bulan. Berdasarkan permasalahan tersebut dilakukan penerapan metode growth hacking dengan tujuan meningkatkan pendapatan Nasi Kebuli Abah Rozzaq. Terdapat tiga strategi yang didapatkan berdasarkan hasil penelitian ini, yaitu: (1) penggunaan online food dellivery dan digital marketing, dilakukan dengan melakukan advertising pada aplikasi go food hasilnya pendapatan meningkat 22% pada bulan Oktober dan 12% pada bulan November dengan biaya akuisisi yang relatif besar, yaitu: Rp4.944 pada bulan Oktober dan Rp17.737 pada bulan November; (2) peningkatan volume penjualan dilakukan pada catering Nasi Kebuli Abah Rozzaq dengan pemberian voucher gratis ongkos kirim, hasilnya pada bulan Oktober pendapatan meningkat 15%, tetapi menurun drastis 78% pada bulan November; (3) penerapan customer emotional experience dengan desain banner dan penyediaan pesanan customer
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Nasi Kebuli Abah Rozzaq is a culinary sub-sector MSME focusing on kebuli rice products adapted to local tastes. The problem faced by Nasi Kebuli Abah Rozzaq is fluctuating sales and tends to fall every month. The growth hacking method was implemented based on these problems to increase Nasi Kebuli Abah Rozzaq's revenue. There are three strategies obtained based on the results of this study: (1) using online food delivery and digital marketing, carried out by advertising on the go food application results in revenue increasing by 22% in October and 12% in November, but relatively large in acquisition costs Rp. 4,944 in October and Rp. 17,737 in November; (2) an increase in sales volume was carried out at Nasi Kebuli Abah Rozzaq catering by giving free shipping vouchers, the result in October revenue increased by 15% but decreased drastically by 78% in November; (3) application of customer emotional experience by designing banners and providing customer orders based on historical data.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	bisnis kuliner, customer acquisition, strategi growth hacking, usaha mikro kecil dan menengah (UMKM), culinary business, customer acquisition, growth hacking strategy, micro small and medium enterprises (MSMEs).
Subjects:	T Technology > TS Manufactures > TS167 Costs, Industrial
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Fajrur Rido Ataubakumarwa
Date Deposited:	07 Feb 2023 05:16
Last Modified:	07 Feb 2023 05:16
URI:	http://repository.its.ac.id/id/eprint/96348

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