Implementasi dan Analisis Strategi Pemasaran secara Online pada UMKM Aperitivogar

Christiawan, Harley (2023) Implementasi dan Analisis Strategi Pemasaran secara Online pada UMKM Aperitivogar. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian dilakukan pada UMKM Aperitivogar yang bergerak di dalam sektor makanan. Permasalahan pada UMKM ini yaitu masih minim penjualan dan pemasaran serta mengalami penurunan penjualan disetiap bulannya selama 3 bulan terakhir. Tujuan dari dilakukannya penelitian ini adalah untuk meningkatkan penjualan dengan menerapkan strategi pemasaran online dan menganalisis hasil implementasi dari dilakukannya strategi pemasaran online melalui marketplace dan media sosial. Beberapa teori yang digunakan untuk mendukung penelitian ini yaitu UMKM, strategi pemasaran online, marketplace dan media sosial. Data yang digunakan didapatkan dari hasil observasi dan wawancara kepada pemilik usaha. Data yang didapatkan berupa data penjualan, data produk, marketing mix 7P dan hasil riset terkait marketplace dan media sosial. Implementasi dilakukan selama 3 bulan penjualan online dengan menggunakan Whatsapp, Instagram, Tokopedia dan Shopee. Selama 3 bulan penjualan, dilakukan strategi pemasaran online berupa kupon atau voucher diskon pada produk, iklan berbayar dengan menggunakan iklan pay per click dan fitur gratis ongkos kirim. Strategi pemasaran tersebut efektif untuk digunakan sebagai media promosi untuk meningkatkan penjualan. Hasil penelitian selama implementasi ditunjukkan pada total hasil penjualan sebanyak 82 toples, dengan penjualan pada masing – masing platform yaitu Whatsapp sebanyak 34 toples, Shopee sebanyak 25 toples, Tokopedia sebanyak 21 toples dan Instagram sebanyak 2 toples. Beberapa rekomendasi penjualan online yang dapat dilakukan berupa penggunaan fitur promosi, penggunaan kata kunci dan pemanfaatan customer review / The research was conducted on Aperitivogar MSMEs engaged in the food sector. The problem with this MSMEs is that there is still a lack of sales and marketing and has experienced a decrease in sales every month for the last 3 months. The purpose of conducting this research is to increase sales by implementing online marketing strategies and analyzing the results of implementing online marketing strategies through marketplaces and social media. Several theories are used to support this research, namely MSMEs, online marketing strategies, marketplaces, and social media. Data was obtained from observations and interviews with business owners. The data obtained is in the form of sales data, product data, 7P marketing mix and research results related to marketplaces and social media. Implementation was carried out for 3 months of online sales using Whatsapp, Instagram, Tokopedia and Shopee. During the 3 months of sales, online marketing strategies are carried out in the form of coupons or discount vouchers on products, paid advertising using pay-per-click advertising and free shipping features. This marketing strategy is effective for use as a promotional medium to increase sales. The results of the research during implementation showed that the total sales were 82 jars, with sales on each platform namely Whatsapp 34 jars, Shopee 25 jars, Tokopedia 21, jars and Instagram 2 jars. Some recommendations for online sales that can be made include using promotional features, using keywords, and using customer reviews

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