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Dwi Vernanda
Politeknik Negeri Subang
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Journal : Bulletin of Information Technology (BIT)

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Analisis Karakteristik Konsumen dan Faktor Dominan Keberhasilan Promosi UMKM Kab. Subang di Media Sosial Haryati; Rian Piarna; Nunu Nugraha Purnawan; Dwi Vernanda; Tri Herdiawan Apandi; Nurfitria Khoirunnisa
Bulletin of Information Technology (BIT) Vol 3 No 3: September 2022
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/bit.v3i3.317

Abstract

Promotion is a marketing communication that aims to attract and convince consumers to buy the products or services offered. Social media as a promotional medium with a wider target market reach and relatively low cost. The purpose of the study was to analyze consumer characteristics based on age range, gender, social media used, product category sought, and product criteria. These attributes are then analyzed using the k-means clustering algorithm. In addition, an analysis of the dominant factors that influence the success of promotion through social media is carried out using the Analytical Hierarchy Process (AHP) algorithm. Determination of criteria and sub-criteria through Focus Group Discussion (FGD) with 5 MSME actors and 10 consumers. The results of clustering form 2 clusters with an evaluation of the DBI value of 0.089. Cluster 0 members are 44 respondents and cluster 1 are 26 respondents. The results of data analysis show that Instagram, Facebook, and Whatsapp social media users are dominated by women aged 17-35 years. The most sought after product categories are fast food and product review criteria are reasons for consumers to buy. Furthermore, from the results of the dominant factor analysis using the analytical hierarchy process, five dominant factors that influence the success of promotions on social media are obtained, namely Product Reviews, Quality of Service to Consumers, Quality Content, Influencer Services, and Actively Interacting in Online Community.
Co-Authors ,, Susilawati Abdul Kholiq Adi Ivani Yusuf Adi Ivani Yusuf Adrian Ramadhan Ganjarrintana Affandi, Tri Herdiawan Agustina, Sintia Bela Alijoyo, Franciskus Antonius Amelia Ramadhani, Amelia Ananda, Tasya Ancela, Mika Anjali, Natasha Resya Aprilia Putri, Zahran Zain Arif Hidayat Artika Arista Asyhari, Mugia Rochmat Aulia Megi, Tria Auliya Zenita Rachman, Annisa Azhis Sholeh Buchori Bagas Putra, Ray Satya BUDI SETIAWAN Daniel Happy Putra Diana Aqidatun Nisa Faadiyah Cheryl Rachelia Faadiyah Cheryl Rachelia Fadlil Abdul Halim Fahry Maulana, Muhammad Fatimah Az-Zahra Fawziah, Nasywa Fazkal M Akbar Firmansyah, Fachri Fitriawati Fitriawati Ganjarrintana, Adrian Ramadhan Gumelar, Mikal Raya Gusnanda Hana Hanifah, Hana Hanan, Ardian abdul Haryati Haryati Haryati Haryati Hasbillah Helfira Lustiana Hendriawan, Tri Henki Bayu Seta Herdiawan, Tri Hilal Iqbal A Hilda Nur Febriliani Kurniawan, Bagas Laila Fadillah, Cika Lani Nurlani Mashuri, Chamdan Meidasari, Indah Tri Mika Ancela Moch Rafly Pratama Mohammad Iqbal Mohammad Iqbal Muhammad ibrahim Al Farisi muhammad rifqi aji pratama Muhammad Taufik Hidayat Mulyani, Trianti Dwi Nasib Marbun Niken Tri Desnawati Nindy Irzavika Niqotaini, Zatin Noor, Reza Fazarany Nunu Nugraha Nunu Nugraha Purnawan Nuraeni, Anik Aida NurAfifah, Amirah Nurfitria Khoirunnisa Nurizati, Zahrani Nuryaman, Iqbal Oktaviani, Luluk pohan, Nurul Fauziah Purnawan, Nunu Qonita, Octavia Rachmawati, Erika Rapolo Joshua Napitupulu Ray Satya Bagas Putra Rian Piarna Rifal Nurpazri, Adifa rikke Rivki Aditiya Maulana Rivki Aditiya Maulana Riyanto, Brilian Adiguna Roby Bayu Maulana Rofiani, Riska Rosalpina, Dini Sari Azhariyah Setiawan, Hepi Sintia Bela Agustina Sisnawati Sitompul, Bernad J. D. Slamet Rahayu Slamet Rahayu Sugiwa, Agin Susilawati Susilawati Susilawati Susilawati, Susilawati Syafiq, Muhammad Muflih Syifa, Syifa Rizkita Ananda Theresiawati Tri Herdiawan Tri Herdiawan A Tri Herdiawan Apandi Tri, Tri Herdiawan Apandi Usep Abdul Rosid Virtalioka, Sheva Wahyuliana, Muthiah Wiati Gusti, Kharisma Wijaya, Masesa Angga Wijaya Wulan Siti Nurul Yanti Andriyani Yohanes Sinung Nugroho Yudiyanto, Oyok Zainal Abidin Achmad