UI - Tesis Membership :: Kembali

UI - Tesis Membership :: Kembali

Implementasi sales promotion melalui channel offline dan online serta pembuatan database marketing pada Umkm warung Sop Ayam Mbah Min = Implementation of sales promotion through offline and online channels and making database marketing at MSME warung Sop Ayam Mbah Min

Sabrina Fiddiny; Hasnul Suhaimi, supervisor; Rambat Lupiyoadi, examiner; Hilda Fachrizah, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020)

 Abstrak

Pandemi COVID-19 sangat berdampak ke UMKM di Indonesia. Banyaknya
UMKM di Indonesia yang mengalami penurunan pendapatan akibat adanya
Pandemi COVID-19 menjadikan UMKM harus berkerja lebih keras untuk dapat
bertahan dalam pandemi COVID-19 ini. Salah satu UMKM yaitu Warung Sop
Ayam Mbah Min bergerak di Industri kuliner yang menawarkan Sop Ayam Khas
Klaten di daerah Galaxy, Bekasi. Penelitian ini dilakukan dengan metode Business
Coaching, penelitian kualitatif dan data yang didapatkan berdasarkan hasil
observasi, survey serta wawancara mendalam. Terdapat beberapa metode analisis
yang digunakan untuk mencapai tujuan penelitian antara lain Business Model
Canvas (BMC), analisis Porter’s Five Forces, analisis PESTEL, Bauran Pemasaran
Jasa, analisis VRIO, analisis SWOT, analisis TOWS, dan analisis GAP. Hasil
menunjukan bahwa UMKM belum maksimal dalam menerapkan kegiatan promosi
dan belum menjalin hubungan dengan pelanggan. Maka solusi yang diambil untuk
masalah tersebut yaitu dengan merancang bauran promosi dan pembentukan
database marketing. Elemen bauran promosi yang diimplementasi yaitu sales
promotion dan digital/internet marketing. Pengimplementasian rancangan bauran
promosi berupa promosi potongan harga yang dilakukan secara offline maupun
online yang disebarkan melalui media Instagram UMKM. Pembentukan database
marketing dilakukan dengan pengumpulan database pelanggan. Hasil implementasi
menunjukan adanya kenaikan penjualan pada UMKM selama pandemi COVID-19
berlangsung.

The COVID-19 pandemic has a profound impact on MSMEs in Indonesia.
The number of MSMEs in Indonesia has experienced a decline in income due to the
COVID-19 Pandemic, making MSMEs have to work harder to survive this COVID-
19 pandemic. One of the MSMEs, namely Warung Sop Ayam Mbah Min, is
engaged in the culinary industry which offers Klaten Typical Chicken Soup in the
Galaxy area, Bekasi. This research was conducted using the Business Coaching
method, qualitative research and data obtained based on observations, surveys and
in-depth interviews. There are several analytical methods used to achieve the
research objectives, including the Business Model Canvas (BMC), Porter's Five
Forces analysis, PESTEL analysis, Service Marketing Mix, VRIO analysis, SWOT
analysis, TOWS analysis, and GAP analysis. The results show that MSMEs have
not been maximal in implementing promotional activities and have not established
relationships with customers. So the solution taken for this problem is by designing
a promotional mix and establishing database marketing. The elements of the
promotional mix that are implemented are sales promotion and digital / internet
marketing. Implementation of the promotional mix design in the form of discounted
promotions carried out offline and online which is spread through the UMKM
Instagram media. The establishment of the loyalty program is done by collecting a
customer database. The implementation results showed an increase in sales to MSMEs during the COVID-19 pandemic.

 File Digital: 1

Shelf
 T-Sabrina ayu Paramadini.pdf :: Unduh

LOGIN required

 Metadata

Jenis Koleksi : UI - Tesis Membership
No. Panggil : T-Pdf
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Deskripsi Fisik : xvii, 79 pages : illustration ; appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
T-Pdf 15-22-03743506 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20514431
Cover