dc.contributor.advisor | Udin, Faqih | |
dc.contributor.advisor | Hambali, Erliza | |
dc.contributor.author | Anindita, Marsha | |
dc.date.accessioned | 2023-08-10T06:11:27Z | |
dc.date.available | 2023-08-10T06:11:27Z | |
dc.date.issued | 2023 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/123502 | |
dc.description.abstract | Pengembangan inovasi produk baru berupa minuman serbuk kesehatan
berbasis meniran "Boosterio" memerlukan penyusunan strategi pemasaran yang
tepat dan efektif. Pemasaran produk baru ini berfokus pada pemasaran digital sesuai
tren pemasaran yang berkembang saat ini. Penelitian ini bertujuan menentukan jenis
digital marketing terbaik dalam pemasaran produk baru minuman serbuk kesehatan
dengan analisis AHP, menyusun strategi pemasaran digital berdasarkan bauran
pemasaran 4C, dan mengimplementasikan strategi tersebut. Kemudian dilakukan
evaluasi terhadap implementasi strategi digital marketing. Hasil penelitian
menunjukkan bahwa jenis digital marketing terbaik berdasarkan analisis AHP yaitu
Social Media Marketing (SMM) dengan skor 0,4429. SMM dipilih menjadi
prioritas jenis digital marketing terbaik untuk memasarkan produk baru minuman
serbuk kesehatan ditinjau dari kriteria meningkatkan brand awareness, menaikkan
penjualan, kecepatan penyebaran, dan kemudahan akses informasi. Bauran
pemasaran 4C terdiri dari co-creation, currency, communal activation, dan
conversation. Implementasi digital marketing menggunakan strategi SMM dengan
dua platform media sosial yaitu Instagram dan TikTok. Hasil penelitian
menunjukkan bahwa konten promosi melalui media sosial dapat meningkatkan
brand awareness dan ketertarikan pembelian terhadap produk minuman serbuk
kesehatan "Boosterio". | id |
dc.description.abstract | The development of innovative new products, meniran-based healthy powder
drink "Boosterio" requires the formulation of an appropriate and effective
marketing strategy. The marketing of this new product focuses on digital marketing
in line with current marketing trends. This study aims to determine the best type of
digital marketing for promoting the new healthy powder drink product through
Analytic Hierarchy Process (AHP) analysis, develop digital marketing strategies
based on the marketing mix 4C, and implement these strategies. Furthermore, an
evaluation is conducted on the implementation of digital marketing strategies. The
research findings indicate that the best type of digital marketing, based on AHP
analysis, is Social Media Marketing (SMM) with a score of 0.4429. SMM is chosen
as the priority type of digital marketing for promoting the new healthy powder drink
product, considering its ability to enhance brand awareness, increase sales, facilitate
rapid dissemination, and provide easy access to information. The marketing mix 4C
consists of co-creation, currency, communal activation, and conversation.
Implementing digital marketing utilizes SMM strategy across two social media
platforms, namely Instagram and TikTok. The research results demonstrate that
promotional content through social media can enhance brand awareness and
generate interest in purchasing the health powder drink product "Boosterio”. | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Desain Strategi Digital Marketing pada Pemasaran Produk Baru Minuman Serbuk Kesehatan | id |
dc.title.alternative | Design Digital Marketing Strategy for the New Healthy Powder Drink Product | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | digital marketing, healthy drink, herbal, meniran | id |