Muharram, Bintang Araafi (2022) Analisis Pemasaran Online di Start Healthy Food (SHF) Katering. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Consumer needs and wants continue to increase, including an increasingly consumptive lifestyle and likes practical things. In the culinary field, healthy catering is an option to fulfill food needs for some people. Start Healthy Food (SHF) Catering is one of the MSMEs in the city of Surabaya which is engaged in catering diet and healthy food. However, the marketing carried out is still not optimal, SHF Catering must make maximum use of online marketing in order to increase its sales volume and reach a wider range of consumers. This study aims to determine the reasons for changing from offline marketing patterns to online marketing, analyze online marketing mechanisms, then to determine the effect of online marketing on sales volume as well as the opportunities and constraints faced. The research method used is descriptive analysis and multiple linear regression analysis with dummy variables. The results showed that the reason SHF Catering changed its marketing pattern was because the sales results using offline marketing were unsatisfactory, difficult to reach the target market, and the current era is the era of online marketing. The online marketing mechanism at SHF Catering is to determine the media to be used, create online marketing content, use advertisements, and collect customer databases. Then the results of the study show that price has an influence on sales volume, but has a negative relationship direction. While the amount of production, the number of buyers and promotions or online marketing have a significant and positive influence on sales volume, online marketing can increase sales volume. Opportunities owned by SHF Catering are to have special target consumers, healthy lifestyle trends and the development of technology. while the obstacles faced by SHF Catering are varied consumer needs, online marketing competition, and rapidly changing trends.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Bintang Araafi Muharram | ||||||||||||
| Date Deposited: | 06 Jun 2022 00:57 | ||||||||||||
| Last Modified: | 06 Jun 2022 00:57 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6726 |
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