ANALISIS KOMPARASI EFEKTIVITAS STRATEGI DIGITAL MARKETING PADA MEREK BERAS PORANG

Amanda, Kikan Tria (2026) ANALISIS KOMPARASI EFEKTIVITAS STRATEGI DIGITAL MARKETING PADA MEREK BERAS PORANG. Undergraduate thesis, UPN "Veteran" Jawa Timur.

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Abstract

ANALISIS KOMPARASI EFEKTIVITAS STRATEGI DIGITAL MARKETING PADA MEREK BERAS PORANG COMPARATIVE ANALYSIS OF THE EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES AMONG PORANG RICE BRANDS Kikan Tria Amanda, Hamidah Hendrarini, Fatchur Rozci ABSTRAK Penelitian ini bertujuan untuk mendeskripsikan karakteristik konsumen, penerapan strategi digital marketing, serta membandingkan efektivitas strategi digital marketing pada merek beras porang Fukumi, Flimrice, dan Tropicana Slim berdasarkan model AIDA (Attention, Interest, Desire, dan Action). Penelitian menggunakan 105 responden yang dipilih melalui teknik purposive sampling. Data diperoleh melalui observasi digital dan kuesioner, kemudian dianalisis menggunakan analisis deskriptif dan One Way Anova. Hasil penelitian menunjukkan bahwa konsumen didominasi oleh perempuan berusia 45–54 tahun, bekerja sebagai karyawan swasta, berpendapatan Rp6.000.000–Rp10.000.000 per bulan, serta paling banyak memperoleh informasi melalui Shopee. Penerapan strategi digital marketing ketiga merek menunjukkan perbedaan pendekatan. Fukumi lebih menonjol dalam jangkauan media sosial dan penyampaian manfaat produk, Flimrice lebih aktif memanfaatkan TikTok untuk memperkenalkan produk dan membangun pengenalan merek, sedangkan Tropicana Slim lebih kuat mengaitkan beras porang dengan citra kesehatan, pola hidup sehat, dan pengaturan kalori. Hasil analisis menunjukkan adanya perbedaan efektivitas strategi digital marketing berdasarkan model AIDA di antara ketiga merek. Secara deskriptif, Fukumi memperoleh respons konsumen tertinggi pada seluruh dimensi AIDA, diikuti Tropicana Slim, sedangkan Flimrice memperoleh respons paling rendah. Hasil uji lanjut menunjukkan bahwa perbedaan efektivitas terutama terdapat pada Flimrice dibandingkan Fukumi dan Tropicana Slim, sedangkan Fukumi dan Tropicana Slim relatif setara secara statistik. Perbedaan tersebut terutama terlihat pada dimensi Attention, Desire, dan Action, sementara pada dimensi Interest perbedaan yang paling jelas terdapat antara Fukumi dan Flimrice. Kata kunci: AIDA, beras porang, digital marketing, efektivitas pemasaran, One Way Anova COMPARATIVE ANALYSIS OF THE EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES AMONG PORANG RICE BRANDS Kikan Tria Amanda, Hamidah Hendrarini, Fatchur Rozci ABSTRACT This study aims to describe consumer characteristics, examine the implementation of digital marketing strategies, and compare the effectiveness of digital marketing strategies among Fukumi, Flimrice, and Tropicana Slim porang rice brands based on the AIDA model (Attention, Interest, Desire, and Action). The study involved 105 respondents selected using purposive sampling, with 35 respondents representing each brand. Data were collected through digital observation and questionnaires and analyzed using descriptive analysis and One Way ANOVA. The results showed that consumers were predominantly female, aged 45–54 years, employed in the private sector, earning IDR 6,000,000–10,000,000 per month, and most frequently obtaining information through Shopee. The three brands demonstrated different approaches to digital marketing. Fukumi placed greater emphasis on social media reach and communicating product benefits, Flimrice more actively utilized TikTok to introduce its products and build brand recognition, while Tropicana Slim more strongly associated porang rice with its health-oriented brand image, healthy lifestyles, and calorie management. The results revealed differences in digital marketing effectiveness based on the AIDA model among the three brands. Descriptively, Fukumi generated the highest consumer responses across all AIDA dimensions, followed by Tropicana Slim, while Flimrice generated the lowest responses. Further analysis showed that the differences in effectiveness were mainly found between Flimrice and both Fukumi and Tropicana Slim, whereas Fukumi and Tropicana Slim were statistically comparable. These differences were particularly evident in the Attention, Desire, and Action dimensions, while in the Interest dimension the clearest difference was found between Fukumi and Flimrice Keywords: AIDA, digital marketing, marketing effectiveness, One Way Anova, porang rice

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Hendrarini, Hamidah	NIDN0727126002	haidah_h@upnjatim.ac.id
Thesis advisor	Rozci, Fatchur	NIDN0607069501	fatchur_rozci.agribisnis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Kikan Tria Amanda

Date Deposited:

09 Sep 2026 01:22

Last Modified:

09 Sep 2026 01:26

URI:

https://repository.upnjatim.ac.id/id/eprint/60147