PENENTUAN STRATEGI PEMASARAN DIGITAL RESTORAN PICK MIE DENGAN METODE ANALYTICAL NETWORK PROCESS

PRADITYAS, ALVINA (2022) PENENTUAN STRATEGI PEMASARAN DIGITAL RESTORAN PICK MIE DENGAN METODE ANALYTICAL NETWORK PROCESS. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Restoran Pick Mie adalah sebuah Usaha Mikro Kecil dan Menengah (UMKM) yang bergerak di bidang kuliner dan terletak di Kabupaten Bandung, Jawa Barat. Sejak tahun 2020, tim pemasaran restoran Pick Mie mulai bertransformasi ke ranah pemasaran digital. Namun, kendala yang dihadapi adalah strategi pemasaran digital yang digunakan selalu berubah-ubah setiap bulannya dan masih menerapkan metode trial-and-error. Hal itu menyebabkan biaya yang dikeluarkan serta traffic pengunjung menjadi tidak stabil dan sulit diprediksi, maka diperlukan suatu metode yang dapat mengukur keefektifan strategi pemasaran digital yang akan diterapkan di restoran Pick Mie. Penilaian strategi pemasaran digital di restoran Pick Mie akan diukur melalui metode Analytical Network Process dengan memperhatikan kriteria dan subkriteria yang diperoleh melalui wawancara bersama tim pemasaran. Penelitian ini akan berfokus pada empat strategi pemasaran digital yang pernah diterapkan restoran Pick Mie; Social Media Ads, Social Media Organic, Influencer Content, dan Online Food Discount. Hasil akhir yang diperoleh adalah kriteria yang paling berpengaruh yaitu brand awareness dengan nilai 36,62% dan subkriteria besaran biaya pemasaran dengan nilai 33,33%. Sedangkan alternatif strategi pemasaran digital yang mendapatkan prioritas pertama yaitu strategi influencer content dengan nilai 1,74. Kata kunci: Restoran, Penentuan Strategi, Pemasaran Digital, Analytical Network Process, Prioritas http://digilib.mercubuana.ac.id/ v ABSTRACT Pick Mie Restaurant is a Micro, Small and Medium Enterprises (MSME) which is engaged in the culinary field and located in Bandung Regency, West Java. Since 2020, Pick Mie’s marketing team has begun to transform into the realm of digital marketing. However, the obstacle faced is that the digital marketing strategy used is always changing every month and still applying the trial-and-error method. This causes the costs incurred and traffic to become unstable and difficult to predict, so we need a method that can measure the effectiveness of digital marketing strategies that will be applied at Pick Mie. The assessment of digital marketing strategies at Pick Mie will be measured through the Analytical Network Process by considering the criteria and sub-criteria obtained through interviews with marketing team. This research will focus on digital marketing strategies that have been implemented on Pick Mie restaurant; Social Media Ads, Social Media Organic, Influencer Content, and Online Food Discount. The result obtained is the most influential criteria, namely brand awareness with a value of 36.62% and sub-criteria for marketing costs with a value of 33.33%. While the alternative digital marketing strategy that gets the priority is the influencer content with a value of 1.74. Keywords: Restaurant, Strategy Determining, Digital Marketing, Analytical Network Process, Priority

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