MODEL STRATEGI DIGITAL MARKETING DALAM
INTEGRASI REVOLUSI INDUSTRI 4.0
(STUDI KASUS: RADIO CITY GUIDE 9.11 FM AREMA
MEDIA GROUP)
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Institusion
Institut Teknologi Nasional Malang
Author
FEBRIANTO, DANY
Subject
Industrial Engineering
Datestamp
2022-10-14 04:29:25
Abstract :
ABSTRAK Dany Febrianto, Program Studi Magister Teknik Industri, Program Pascasarjana, Institut Teknologi Nasional Malang, Agustus 2022, Model Strategi Digital Marketing Dalam Integrasi Revolusi Industri 4.0 (Studi Kasus : Radio City Guide 9.11 Fm Arema Media Group), Pembimbing: ( I ) Ir. Fourry Handoko, ST., SS., MT., Ph.D., IPU, ( II ) Dr. Prima Vitasari, S.Ip., M.Pd. Abstrak, Pemanfaatan teknologi digital marketing pada era industri 4.0 dapat dijadikan satu-satunya alternatif dalam menentukan strategi pemasaran produk supaya memudahkan pelaku usaha digital memantau dan menyediakan kebutuhan serta keinginan calon konsumen, sedangkan dari sisi calon konsumen dapat digunakan sebagai media yang memudahkan dalam pencarian informasi produk. Radio City Guide FM belum mempunyai strategi yang sempurna untuk memenuhi target pencapaian kinerja optimal sehingga menimbulkan dampak sangat negatif bagi cash flow perusahan. Metode penelitian ini berdasarkan karateristik pekerjaan, sering mendengarkan radio city guide, domisili malang, dan usia. research variables with independent and dependent variables on a Likert scale. Penelitian ini bertujuan untuk mendeskripsikan implementasi kesiapan manajemen radio city guide di Era Revolusi Industri 4.0. Teknik pengambilan sampel melalui purposive sampling dengan memilih para pendegar aktif. Jumlah sample sebanyak 161. Dalam penelitian ini terdapat 5 variabel penentu kesuksesan digital marketing yaitu: pengetahuan, innovation skills, organisasi, manfaat digital marketing, dan keuntungan revolusi industry 4.0. Hasil penelitian menunjukkan, variabel yang diteliti merupakan faktor-faktor yang berpengaruh dalam kesuksesan sebuah digital marketing, Terutama pada pengetahuan yang menjadi dasar dari kesuksesan digital marketing. Kata kunci : strategi, digital marketing, revolusi industri 4.0, marketing ABSTRACT Dany Febrianto, Master of Industrial Engineering Study Program, Postgraduate Program, National Institute of Technology Malang, August 2022, Digital Marketing Strategy Model in the Integration of the Industrial Revolution 4.0 (Case Study: Radio City Guide 9.11 Fm Arema Media Group), Supervisor: ( I ) Ir. Fourry Handoko, ST., SS., MT., Ph.D., IPU, (II) Dr. Prima Vitasari, S.Ip., M.Pd. Abstract, The use of digital marketing technology in the industrial era 4.0 can be used as the only alternative in determining product marketing strategies to make it easier for digital business actors to monitor and provide for the needs and desires of potential consumers, while from the side of potential consumers it can be used as a medium that makes it easier to find product information. . Radio City Guide FM does not yet have a perfect strategy to meet the target of achieving optimal performance so that it has a very negative impact on the company's cash flow. This research method is based on job characteristics, often listening to city guide radio, domicile in Malang, and age. research variables with independent and dependent variables on a Likert scale. This study aims to describe the implementation of city guide radio management readiness in the Industrial Revolution Era 4.0. The sampling technique was purposive sampling by selecting active listeners. The number of samples is 161. In this study, there are 5 variables that determine the success of digital marketing, namely: knowledge, innovation skills, organization, benefits of digital marketing, and the benefits of the industrial revolution 4.0. The results show that the variables studied are factors that influence the success of digital marketing, especially on the knowledge that is the basis of digital marketing success.
ABSTRAK Dany Febrianto, Program Studi Magister Teknik Industri, Program Pascasarjana, Institut Teknologi Nasional Malang, Agustus 2022, Model Strategi Digital Marketing Dalam Integrasi Revolusi Industri 4.0 (Studi Kasus : Radio City Guide 9.11 Fm Arema Media Group), Pembimbing: ( I ) Ir. Fourry Handoko, ST., SS., MT., Ph.D., IPU, ( II ) Dr. Prima Vitasari, S.Ip., M.Pd. Abstrak, Pemanfaatan teknologi digital marketing pada era industri 4.0 dapat dijadikan satu-satunya alternatif dalam menentukan strategi pemasaran produk supaya memudahkan pelaku usaha digital memantau dan menyediakan kebutuhan serta keinginan calon konsumen, sedangkan dari sisi calon konsumen dapat digunakan sebagai media yang memudahkan dalam pencarian informasi produk. Radio City Guide FM belum mempunyai strategi yang sempurna untuk memenuhi target pencapaian kinerja optimal sehingga menimbulkan dampak sangat negatif bagi cash flow perusahan. Metode penelitian ini berdasarkan karateristik pekerjaan, sering mendengarkan radio city guide, domisili malang, dan usia. research variables with independent and dependent variables on a Likert scale. Penelitian ini bertujuan untuk mendeskripsikan implementasi kesiapan manajemen radio city guide di Era Revolusi Industri 4.0. Teknik pengambilan sampel melalui purposive sampling dengan memilih para pendegar aktif. Jumlah sample sebanyak 161. Dalam penelitian ini terdapat 5 variabel penentu kesuksesan digital marketing yaitu: pengetahuan, innovation skills, organisasi, manfaat digital marketing, dan keuntungan revolusi industry 4.0. Hasil penelitian menunjukkan, variabel yang diteliti merupakan faktor-faktor yang berpengaruh dalam kesuksesan sebuah digital marketing, Terutama pada pengetahuan yang menjadi dasar dari kesuksesan digital marketing. Kata kunci : strategi, digital marketing, revolusi industri 4.0, marketing ABSTRACT Dany Febrianto, Master of Industrial Engineering Study Program, Postgraduate Program, National Institute of Technology Malang, August 2022, Digital Marketing Strategy Model in the Integration of the Industrial Revolution 4.0 (Case Study: Radio City Guide 9.11 Fm Arema Media Group), Supervisor: ( I ) Ir. Fourry Handoko, ST., SS., MT., Ph.D., IPU, (II) Dr. Prima Vitasari, S.Ip., M.Pd. Abstract, The use of digital marketing technology in the industrial era 4.0 can be used as the only alternative in determining product marketing strategies to make it easier for digital business actors to monitor and provide for the needs and desires of potential consumers, while from the side of potential consumers it can be used as a medium that makes it easier to find product information. . Radio City Guide FM does not yet have a perfect strategy to meet the target of achieving optimal performance so that it has a very negative impact on the company's cash flow. This research method is based on job characteristics, often listening to city guide radio, domicile in Malang, and age. research variables with independent and dependent variables on a Likert scale. This study aims to describe the implementation of city guide radio management readiness in the Industrial Revolution Era 4.0. The sampling technique was purposive sampling by selecting active listeners. The number of samples is 161. In this study, there are 5 variables that determine the success of digital marketing, namely: knowledge, innovation skills, organization, benefits of digital marketing, and the benefits of the industrial revolution 4.0. The results show that the variables studied are factors that influence the success of digital marketing, especially on the knowledge that is the basis of digital marketing success.
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