Perancangan Social Media Marketing Bagi Dinas Perdagangan Dan Perindustrian Dalam Mempromosikan Usaha Mikro Kecil Dan Menengah Di Kota Surabaya

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. ========================================================================================================== 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: https://repository.its.ac.id/id/eprint/75436

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