Analisis implementasi iklan di facebook, instagram, dan tokopedia untuk mengukur brand awareness dan peningkatan penjualan pada ilovechew = Analysis of advertising implementation in Facebook, Instagram, Tokopedia to measure brand awareness and increase sales at ilovechew

Parulian, Sianipar Pati (2021) Analisis implementasi iklan di facebook, instagram, dan tokopedia untuk mengukur brand awareness dan peningkatan penjualan pada ilovechew = Analysis of advertising implementation in Facebook, Instagram, Tokopedia to measure brand awareness and increase sales at ilovechew. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Ilovechew adalah sebuah UMKM yang memproduksi banana bread dan menjualnya secara online, sejak berdiri Ilovechew sudah pernah memasang iklan namun tidak dilakukan secara intens dan belum pernah mengukur brand awareness serta belum tercapainya target penjualan perusahaan. Target penjualan disesuaikan dengan kapasitas maksimal produksi yaitu sebesar 360 unit/bulan. Tujuan penelitian ini adalah untuk mengukur brand awareness dan peningkatan volume penjualan produk banana bread melalui Facebook dan Instagram dan Tokopedia. Data yang didapatkan berasal dari observasi dan wawancara dengan pemilik usaha. Data di penelitian ini terdiri dari profil perusahaan, produk perusahaan, proses produksi, harga pokok produksi, data penjualan, serta data mengenai media sosial dan e-commerce dan tahapan pemasangan iklan pada Facebook, Instagram dan Tokopedia. Data yang telah dikumpulkan akan diolah dan dilakukan implementasi pemasangan iklan online pada Facebook, Instagram, dan Tokopedia dalam waktu satu bulan pada bulan Maret dan April. Berdasarkan hasil implementasi, untuk hasil iklan yang ditempatkan pada Facebook dan Instagram dengan tujuan brand awareness mendapatkan hasil estimated ad recall lift sebesar 5,17% dan reach sebesar 7.153 yang berarti 5,17% audiens mengingat iklan dari total 7.153 audiens yang dijangkau, untuk jumlah penjualan banana bread biasa saat implementasi terjadi penurunan sebesar 5,88% dibandingkan dengan rata-rata penjualan pada bulan tidak dilakukan implementasi, untuk volume penjualan keseluruhan pada implementasi adalah sebanyak 246 buah dengan penjualan paling banyak berasal dari Facebook dan Instagram sebanyak 190 buah, kemudian Shopee dengan 33 buah dan Tokopedia 23 buah./ Ilovechew is a micro, small, and medium enterprises that produces banana bread which has a problem because it has not achieved the company’s sales target and during the business it has never measured brand awareness. Sales target is adjusted to the maximum production capacity of 360 units/month. The purpose of this study was to measure brand awareness and increase sales of banana bread products through social media and marketplaces. The data obtained came from observations and interviews with business owners. The data obtained are company profiles, company products, production processes, cost of goods manufactured, sales data, as well as data regarding social media and e-commerce and the stages of advertising on Facebook, Instagram and Tokopedia. For the results of advertisements placed on Facebook and Instagram with the aim of brand awareness, the estimated ad recall lift is 5,17% and the reach is 7.153 which means that 5,17% of the audience remembers the ad from a total of 7.153 audiences reached. For the number of regular banana bread sales, there was a decrease of 5,88% compared to the average when there was no implementation, for overall banana bread sales volume is 246 units with sales from Facebook and Instagram 190 units, Shopee 33 units, and Tokopedia 23 units.

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