Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/154579
Title: | Efektivitas Pemasaran Buah Durian Melalui Media Sosial (Studi Kasus pada PT Trisna Naga Asih Kabupaten Subang) |
Other Titles: | |
Authors: | Kuntari, Wien Rahayu, Inti |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | INTI RAHAYU. Efektivitas Pemasaran Buah Durian Melalui Media Sosial (Studi
Kasus pada PT Trisna Naga Asih Kabupaten Subang). Dibimbing oleh WIEN
KUNTARI
Strategi pemasaran buah durian yang baik adalah melalui media sosial hal
tersebut berdasarkan hasil analisis QSPM buah durian PT Trisna Naga Asih.
Penelitian ini bertujuan untuk menganalisis efektivitas penggunaan media sosial
dalam pemasaran buah durian dan mengimplementasikan juga merancang
pemasaran melalui media sosial agar menciptakan minat beli. Penelitian ini
dilakukan dengan menyebar kuesioner kepada 100 responden yang berada di
Kota/Kabupaten Subang, untuk melihat tingkat efektivitas jenis media sosial.
Penelitian ini mencakup tiga jenis media sosial yaitu WhatsApp, Instagram, dan
TikTok dan menggunakan metode regresi linier berganda. WhatsApp berpengaruh
15,5%, Instagram berpengaruh 36,1%, dan TikTok berpengaruh 19,9% pada
efektivitas pemasaran. Setelah diimplementasikan pemasaran melalui media sosial
Instagram terbukti lebih menjangkau banyak pelanggan potensial dan membentuk
interaksi sehingga menciptakan minat beli dan memberikan peningkatan nilai R/C
rasio sebesar 57%. Oleh karena itu perusahaan diharapkan dapat melakukan
pemasaran buah durian melalui Instagram. INTI RAHAYU. Effectiveness of Marketing Durian Fruit Through Social Media (Case Study at PT Trisna Naga Asih Subang Regency). Supervised by WIEN KUNTARI A good marketing strategy for durian fruit is through social media. This is based on the results of the QSPM analysis of PT Trisna Naga Asih's durian fruit. This research aims to analyze the effectiveness of using social media in marketing durian fruit and implement and design marketing via social media to create buying interest. This research was carried out by distributing questionnaires to 100 respondents in the City/Regency of Subang, to see the level of effectiveness of this type of social media. This research covers three types of social media, namely WhatsApp, Instagram, and TikTok and uses a multiple linear regression method. WhatsApp has a 15,5% influence, Instagram has a 36,1% influence, and TikTok has a 19,9% influence on marketing effectiveness. After implementing marketing via Instagram social media, it was proven that it reached more potential customers and formed interactions, thus creating buying interest and increasing the R/C ratio value by 57%. Therefore, the company is expected to be able to market durian fruit via Instagram. |
URI: | http://repository.ipb.ac.id/handle/123456789/154579 |
Appears in Collections: | UT - Agribusiness Management |
Files in This Item:
File | Description | Size | Format | |
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cover_J0310201097_ee9008ef233e4d5cb166ac2af86c3e36.pdf | Cover | 1.38 MB | Adobe PDF | View/Open |
fulltext_J0310201097_e62c57d9a07c4f2cb52d4e78d71e56a4.pdf Restricted Access | Fulltext | 1.59 MB | Adobe PDF | View/Open |
lampiran_J0310201097_b74e076eb048416fb13947580846c4f0.pdf Restricted Access | Lampiran | 1.08 MB | Adobe PDF | View/Open |
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