Agustia, Winda Dwi (2025) EFEKTIVITAS PEMASARAN KERIPIK PISANG MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN VOLUME PENJUALAN (Kasus Di UMKM Budeddy’s Keripik Kota Cilegon Banten). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Social media is increasingly essential in modern marketing, especially for micro,small, and medium enterprises (MSMEs) that seek to expand their market reach. Instagram, a widely used platform in Indonesia, enables businesses to visually showcase products and interact directly with potential customers. Budeddy’s Keripik, an MSME located in Cilegon City, utilizes Instagram as a marketing tool to promote its banana chip products and engage with a broader audience. This study aimed to examine the effectiveness of Instagram-based digital marketing in increasing sales volume at Budeddy’s Keripik. The research used a qualitative descriptive approach and was conducted through interviews, field observations, and documentation. Data were analyzed using the Miles and Huberman model, which includes data reduction, data presentation, and drawing conclusions. The results showed a significant increase in sales volume from 2019 to 2024 after implementing Instagram as a marketing medium. Several indicators contributed to the effectiveness of this strategy, such as accurate pricing, attractive promotional content, consistent online presence, good product quality, and responsive customer service. In conclusion, Instagram marketing is an effective and accessible tool for MSMEs to increase sales volume. It allows businesses to build brand awareness, strengthen customer relationships, and remain competitive in a digital marketplace.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui efektivitas pemasaran digital melalui media sosial Instagram dalam meningkatkan volume penjualan pada UMKM Budeddy’s Keripik yang berlokasi di Kota Cilegon, Banten. Latar belakang penelitian ini berfokus pada perubahan strategi bisnis yang terjadi akibat perkembangan teknologi dan penggunaan media sosial yang semakin masif di kalangan pelaku usaha, terutama pasca pandemi COVID-19. Instagram dipilih sebagai media utama dalam strategi pemasaran karena memiliki jangkauan yang luas, biaya promosi yang rendah, serta fitur interaktif yang mendukung aktivitas branding dan promosi produk. Budeddy’s Keripik memanfaatkan platform ini untuk menampilkan konten visual menarik, menyampaikan informasi produk, menjalin komunikasi dengan pelanggan, dan memperkuat kehadiran merek di pasar digital. Penelitian menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Teknik analisis data menggunakan model Miles dan Huberman yang terdiri dari tiga tahapan: reduksi data, penyajian data, dan penarikan kesimpulan. Untuk menjaga validitas data, peneliti juga melakukan triangulasi sumber, teknik, dan waktu. Hasil penelitian menunjukkan bahwa Hasil penelitian menunjukkan bahwa pemasaran melalui Instagram memberikan dampak positif terhadap peningkatan volume penjualan Budeddy’s Keripik. Efektivitas ini terlihat dari beberapa indikator seperti ketepatan sasaran, penyampaian informasi yang jelas, pencapaian tujuan penjualan, pemantauan strategi secara rutin, efisiensi biaya promosi, kepuasan pelanggan, proses internal yang terorganisir, serta inovasi produk dan kemasan yang terus dikembangkan. | |||||||||
| Uncontrolled Keywords: | Banana Chips, Digital Marketing, Instagram, MSMEs, Sales Volume | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Winda Dwi Agustia | |||||||||
| Date Deposited: | 11 Sep 2025 04:11 | |||||||||
| Last Modified: | 11 Sep 2025 04:11 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54241 |
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