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http://repository.ipb.ac.id/handle/123456789/114971
Title: | Desain Strategi Social Media Marketing dan Saluran Distribusi Ginger Latte Ready to Drink pada PT FITS MANDIRI |
Other Titles: | Design Social Media Marketing Strategy and Distribution Channels for Ginger Latte Ready to Drink at PT FITS MANDIRI |
Authors: | Ismayana, Andes Rusli, Meika Syahbana Risdiana, Risdiana |
Issue Date: | 2022 |
Publisher: | IPB University |
Abstract: | Ginger Latte merupakan inovasi minuman herbal berbasis bahan alami yaitu
jahe dan gula aren dengan tambahan krimer nabati. PT Fits Mandiri sebagai
perusahaan yang bergerak pada bidang pengembangan produk sehat berencana
untuk memproduksi dan memasarkan produk Ginger Latte secara luas. Penelitian
ini bertujuan untuk mengidentifikasi permasalahan terkait pemasaran dan distribusi
produk Ginger Latte dan membuat rekomendasi strategi pemasaran dan saluran
distribusi produk Ginger Latte setelah produk dikembangkan pada skala UMKM.
Pendekatan penelitian dilakukan menggunakan metode Social Media Marketing
dengan Marketing Mix 4C berdasarkan data yang diperoleh melalui wawancara,
studi literatur, dan penyebaran kuesioner. Hasil penelitian ditunjukkan dengan
konsep strategi pemasaran dan saluran distribusi yang divalidasi dengan uji coba
penerimaan responden dan verifikasi oleh mitra. Berdasarkan hasil verifikasi,
rekomendasi strategi pemasaran menggunakan social media marketing dan saluran
distribusi secara langsung dan tidak langsung karena dinilai mudah digunakan dan
sesuai dengan kebutuhan mitra. Pemasaran yang dilakukan di sosial media juga
dapat diterima dengan baik oleh responden dan saluran distribusi yang digunakan
dapat memudahkan mitra dalam memasarkan produknya dan memudahkan
konsumen dalam mendapatkan produk. Ginger Latte is an innovative herbal drink based on natural ingredients, namely ginger and palm sugar with the addition of vegetable creamer. PT Fits Mandiri as a company engaged in the development of healthy products plans to produce and market Ginger Latte products widely. This study aims to identify problems related to the marketing and distribution of Ginger Latte products and make recommendations for marketing strategies and distribution channels for Ginger Latte products after the product is developed on the UMKM scale. The research approach was carried out using the Social Media Marketing method with Marketing Mix 4C based on data obtained through interviews, literature studies, and distributing questionnaires. The results of the study are shown by the concept of marketing strategy and distribution channels which are validated by testing the acceptance of respondents and verification by partners. Based on the verification results, marketing strategy recommendations using social media marketing and distribution channels directly and indirectly because it is considered easy to use and in accordance with the needs of partners. Marketing carried out on social media can also be well received by respondents and the distribution channels used can make it easier for partners to market their products and make it easier for consumers to get products. |
URI: | http://repository.ipb.ac.id/handle/123456789/114971 |
Appears in Collections: | UT - Agro-Industrial Engineering |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Cover.pdf Restricted Access | Cover | 378.78 kB | Adobe PDF | View/Open |
F34180100_Risdiana_Skripsi_WM - RISDIANA IPB-signed.pdf Restricted Access | Fullteks | 2.01 MB | Adobe PDF | View/Open |
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