PERSALINA, YENI (2025) STRATEGI DAN EFEKTIVITAS PEMASARAN OFFLINE STORE DAN ONLINE TERHADAP HASIL PENJUALAN KUE BANGKIT (Studi Kasus Pada UMKM Rumah Bangkit Fafin Di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The rapid development of technology in the digital era has changed the way people live, including in the business aspect. Rumah bangkit Fafin has implemented an online marketing strategy, but the result obtained are not in accordance with the target and fluctuations often occur. In addition, there is competition with other businesses that actively utilize digital platforms. This study aimed to analyze the strategy and effectiveness of marketing kue bangkit through offline stores and online. The research method used is a sequential exploratory combination approach. To answer the formulation of the problem, descriptive qualitative methods and descriptive quantitative methods are used using an independent sample T-test. The result showed that there are the ten alternative marketing strategies that can be applied by rumah bangkit Fafin based on the result of the SWOT matrix analysis. and based on the QSPM matrix the priority strategy with the highest value is to increase market share widely through digital and offline. Then for the results of the Independent sample T-test, the sig (2-tailed) value is obtained, which is 0,00 < 0,05 and the value of t count > t table (8,287 > 2.07387) so that it is known that there is a difference in the average sales result of offline and online marketing on the kue bangkit where the average value of offline sales result is 780,25 and the average online sales results is 125,67.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Rumah bangkit Fafin sudah menerapkan strategi pemasaran online, tetapi hasil yang diperoleh tidak sesuai dengan target dan masih sering terjadi fluktuasi. Selain itu, terjadi persaingan dengan UMKM lain yang aktif memanfaatkan platform digital. Penelitian ini bertujuan untuk menganalisis strategi dan efektivitas pemasaran kue bangkit melalui offline store dan online. Metode penelitian yang digunakan adalah pendekatan kombinasi sequential exploratory. Dalam menjawab rumusan masalah, digunakan metode kualitatif deskriptif dan metode kuantitatif deskriptif dengan menggunakan uji beda (Independent sample T-test). Hasil penelitian menunjukkan terdapat sepuluh alternatif strategi pemasaran yang dapat diterapkan oleh rumah bangkit Fafin berdasarkan hasil analisis matriks SWOT. Hasil QSPM strategi prioritas dengan nilai TAS tertinggi yaitu meningkatkan pangsa pasar secara luas melalui digital dan offline. Kemudian untuk hasil uji Independent sample T-test diperoleh nilai sig (2-tailed) yaitu 0,00 < 0,05 dan nilai t hitung > t tabel (8,287 > 2,07387) sehingga diketahui bahwa terdapat perbedaan rata-rata hasil penjualan pemasaran offline dan online pada kue bangkit dimana nilai rata-rata hasil penjualan offline sebesar 780,25 dan rata-rata hasil penjualan online sebesar 125,67. | |||||||||
| Uncontrolled Keywords: | Marketing Strategy, Effectiveness, SWOT Analysis, online marketing, offline marketing Analisis SWOT, Efektivitas, Pemasaran Offline, Pemasaran online, Strategi Pemasaran. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Yeni Persalina | |||||||||
| Date Deposited: | 23 Aug 2025 04:17 | |||||||||
| Last Modified: | 23 Aug 2025 04:17 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52423 |
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