Article Per Year (5 Year)
p-Index From 2021 - 2026
1.879
P-Index
This Author published in this journals
All Journal Sinkron : Jurnal dan Penelitian Teknik Informatika JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen Journal of Information System, Applied, Management, Accounting and Research Jurnal Tekno Kompak Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Ilmiah Ilmu dan Teknologi Rekayasa Community Development Journal: Jurnal Pengabdian Masyarakat Juwara : Jurnal Wawasan dan Aksara Bulletin of Information Technology (BIT) Jurnal Algoritma Jurnal Ilmiah Pengabdian Kepada Masyarakat SEMNASTERA (Seminar Nasional Teknologi dan Riset Terapan)
Nunu Nugraha Purnawan
Politeknik Negeri Subang
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Mathematics Mechanical Engineering Physics Public Health Social Sciences Other

Published : 21 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Bulletin of Information Technology (BIT)

 1 
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 Chepy Perdana Daniel Happy Putra Dwi Vernanda Fathurohman, Ferdi Haryati Haryati Haryati Hilda Nur Febriliani Masriah, Wulan Siti Nurul Merlinda, Rani Mohammad Iqbal Niqotaini, Zatin Nurfitria Khoirunnisa Nurlan, Lani Rian Piarna Rita Purwasih Slamet Rahayu Slamet Rahayu Subagja, Fikri Hari Taufan Abdurrachman Tri Herdiawan Apandi Wulan Siti Nurul Yohanes Sinung Nugroho