Pembangunan E-Marketing Berbasis Metode SOSTAC® Pada CV. Sari Tanabang
SKRIPSI
Oleh
Denny Sihol Ronaldo
1200959296
Muhammad Rendy Irawan
1200959560
Abdurrahim Ramadhan Lubis
1200961060
08PCM / Kelompok 02
Universitas Bina Nusantara Jakarta 2012 ix
Pembangunan E-Marketing Berbasis Metode SOSTAC® Pada CV. Sari Tanabang
SKRIPSI Diajukan sebagai salah satu syarat untuk gelar kesarjanaan pada School of Information System Jenjang Pendidikan Strata-1
Oleh
Denny Sihol Ronaldo
1200959296
Muhammad Rendy Irawan
1200959560
Abdurrahim Ramadhan Lubis
1200961060
08PCM / Kelompok 02
Universitas Bina Nusantara Jakarta 2012 x
DAFTAR ISI Halaman Judul Luar ........................................................................................................ i Halaman Judul Dalam ..................................................................................................... ii Halaman Persetujuan Hard Cover ............................................................................... iii Halaman Pernyataan Dewan Penguji .......................................................................... iv Halaman Pernyataan Persetujuan Publikasi Skripsi ................................................... v Abstrak............................................................................................................................. vi Prakata ............................................................................................................................ vii Daftar Isi .......................................................................................................................... ix Daftar Tabel ................................................................................................................... xii Daftar Gambar .............................................................................................................. xiii Daftar Lampiran ........................................................................................................... xvi BAB 1 PENDAHULUAN ................................................................................................ 1 1. 1 .................................................................................................................... Latar Belakang ....................................................................................................... 1 1. 2 .................................................................................................................... Ruang Lingkup ....................................................................................................... 4 1. 3 .................................................................................................................... Tujuan dan Manfaat ............................................................................................... 5 1. 4 .................................................................................................................... Metodologi ............................................................................................................. 6 xi
1. 5 .................................................................................................................... Sistematika Penulisan ............................................................................................ 7
BAB 2 LANDASAN TEORI .......................................................................................... 9 2.1 ..................................................................................................................... T eori-Teori Dasar ..................................................................................................... 9 2.1.1 ............................................................................................................. I nternet .............................................................................................................. 9 2.1.2 ............................................................................................................. W ebsite .............................................................................................................. 10 2.1.3 ............................................................................................................. P ersonal Home Page (PHP) ............................................................................. 11 2.1.4 ............................................................................................................. H yper Markup Language (HTML) ................................................................... 11 2.1.5 ............................................................................................................. P emasaran ........................................................................................................ 12 2.2 ..................................................................................................................... T eori Khusus .......................................................................................................... 12 2.2.1. ............................................................................................................ P emasaran internet ........................................................................................... 12 2.2.2. ............................................................................................................ M etode SOSTAC® ............................................................................................. 24
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2.2.3. ............................................................................................................ H ubungan Metode SOSTAC® dengan Metodologi Analisis dan Perancangan Website E-Marketing .......................................................... 38 BAB 3 ANALISIS PROSES MARKETING YANG SEDANG BERJALAN .......... 43 3.1 ..................................................................................................................... P rofil Perusahaan ................................................................................................... 43 3.2 ..................................................................................................................... S truktur Organisasi ................................................................................................. 47 3.3 ..................................................................................................................... P roses Marketing yang Berjalan ............................................................................ 51 3.4 ..................................................................................................................... A nalisis Kebutuhan Pelanggan Melalui Penyebaran Kuesioner............................. 55 3.5 ..................................................................................................................... A nalisis SWOT Internal dari Sari Tanabang Catering ........................................... 62 3.6 ..................................................................................................................... A nalisis Dari Lingkungan Eksternal Sari Tanabang Catering .............................. 74 3.7 ..................................................................................................................... M enetapkan Objectives Dari E-Marketing Menggunakan Metode 5S .................... 85 3.8 ..................................................................................................................... S egmentasi, Target, Value Proposition dan Positioning Sari Tanabang Sebelum Penerapan E-Marketing........................................................................................ 87
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3.9 ..................................................................................................................... S egmentasi, Target, Value Proposition dan Positioning yang ingin dicapai Sesudah Penerapan E-Marketing ......................................................................... 88 BAB 4 PERANCANGAN DAN PENGEMBANGAN E-MARKETING .................... 92 4.1 ..................................................................................................................... P enetapan Taktik yang Dapat digunakan Untuk Mencapai Strategi E-Marketing 93 4.2 ..................................................................................................................... R ancangan Site Structure Diagram (Blueprint) dari Website Perusahaan ........... 100 4.3 ..................................................................................................................... R ancangan Wireframes dari Prototype Website Perusahaan ................................ 101 4.4 Rancangan Jadwal Kerja, Sumber Daya dan Biaya Untuk Membangun Website Perusahaan .......................................................................................... 111 4.5 ..................................................................................................................... T esting dan Review Terhadap Website E-Marketing yang Selesai dibangun....... 115 BAB 5 SIMPULAN DAN SARAN.............................................................................. 127 5.1 ..................................................................................................................... S impulan .............................................................................................................. 127 5.2 ..................................................................................................................... S aran ..................................................................................................................... 128 Daftar Pustaka ............................................................................................................. 129 Riwayat Hidup ............................................................................................................. 130 xiv
Surat Survei .................................................................................................................. 133
DAFTAR TABEL Tabel 3.1 SWOT dari Sari Tanabang Catering................................................................ 71 Tabel 3.2 Tabel Efas ....................................................................................................... 72 Tabel 3.2 Tabel Ifas ........................................................................................................ 72 Tabel 4.1 Ringkasan Taktik E-Marketing Menggunakan Kerangka RACE .................... 98 Tabel 4.2 Rincian biaya pembangunan website ............................................................ 112 Tabel 4.3 Gant Chart Pembangunan Website ................................................................ 112
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DAFTAR GAMBAR Gambar 2.1 Terminologi World Wide Web ..................................................................... 10 Gambar 2.2 Perbedaan Model Komunikasi ..................................................................... 14 Gambar 2.3 Derajat Individualisation atau Personalisation ........................................... 15 Gambar 2.4 Saluran yang Membutuhkan Integrasi Pada Integrated E-Marketing Strategy ......................................................................................................... 16 Gambar 2.5 Kerangka Kerja SOSTAC® ........................................................................ 24 Gambar 2.6 Kerangka SWOT ......................................................................................... 26 Gambar 2.7 Kerangka RACE ......................................................................................... 36 Gambar 2.8 Tahapan Kegiatan Prototyping ................................................................... 38 Gambar 2.9 Site Structure Diagram (Blueprint).............................................................. 41 Gambar 2.10 Rancangan Wifeframes .............................................................................. 42 Gambar 3.1 Gambar Struktur Organisasi Sari Tanabang ............................................... 47 xvi
Gambar 3.2 Proses Marketing Berjalan di Sari Tanabang Catering ............................... 52 Gambar 3.3 Grafik Usia Responden ............................................................................... 56 Gambar 3.4 Profesi Responden ....................................................................................... 56 Gambar 3.5 Kecepatan Koneksi yang dimiliki Responden ............................................ 57 Gambar 3.6 Web browser yang digunakan Responden .................................................. 58 Gambar 3.7 Acara Menggunakan Layanan Catering Oleh Responden ........................... 58 Gambar 3.8 Informasi Catering yang dicari Responden Melalui Internet ..................... 59 Gambar 3.9 Pendapat Responden Mengenai Kebutuhan Website Untuk Sebuah Catering ....................................................................................................... 60 Gambar 3.10 Pendapat Responden Mengenai Aspek Penting Sebuah Website ............. 60 Gambar 3.11 Pendapat Respon Mengenai Informasi yang Tersedia Dalam Sebuah Website ...................................................................................................... 61 Gambar 3.12 Diagram SWOT ......................................................................................... 73 Gambar 4.1 Site Structure Website CV Sari Tanabang ................................................ 100 Gambar 4.2 Wireframe halaman Home ........................................................................ 101 Gambar 4.3 Wireframe halaman About Us ................................................................... 102 Gambar 4.4 Wireframe Halaman History ..................................................................... 103 Gambar 4.5 Wireframe halaman Partner ...................................................................... 104 xvii
Gambar 4.6 Wireframe halaman Product ..................................................................... 105 Gambar 4.7 Wireframe halaman Paket ......................................................................... 106 Gambar 4.8 Wireframe halaman Pondokan .................................................................. 107 Gambar 4.9 Wireframe halaman Gallery ...................................................................... 108 Gambar 4.10 Wireframe halaman slide show ............................................................... 109 Gambar 4.11 Wireframe halaman Testimonial ............................................................. 110 Gambar 4.12 Wireframe halaman Contact ................................................................... 111 Gambar 4.13 Proses pemasaran setelah penerapan E-Marketing ................................. 115 Gambar 4.14 Hasil analisis visitors menggunakan Google Analytics pada website Sari Tanabang ................................................................................................ 122 Gambar 4.15 Hasil analisis traffic source menggunakan Google Analytics pada website Sari Tanabang ......................................................................................... 117 Gambar 4.16 Hasil analisis website menggunakan SEO Quake ................................... 125
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DAFTAR LAMPIRAN Wawancara Dengan Perusahaan .....................................................................................L.1 Kuesioner Pelanggan .....................................................................................................L.7 Screen Shot Dari Hasil Pembangunan Prototype Website Perusahaan ........................L.10 ..................................................................................................................... Halaman Home L.10 ................................................................................................................Halaman About Us L.11 ...................................................................................................................Halaman History L.12 .................................................................................................................. Halaman Partner L.13 .................................................................................................................. Halaman Product L.14 ..................................................................................................................... Halaman Paket L.15 .............................................................................................................. Halaman Pondokan L.16 .................................................................................................................. Halaman Gallery L.17 ...................................................................... Halaman History dengan tampilan slideshow L.18
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............................................................................................................ Halaman Testimonial L.19 .................................................................................................................. Halaman Contact L.20
PRAKATA
Puji dan syukur dipanjatkan kepada Tuhan Yang Maha Esa karena atas berkat dan rahmat-Nya sehingga penulisan skripsi ini dapat diselesaikan dengan tepat waktu. Adapun tujuan dari penulisan ini adalah untuk memenuhi persyaratan dalam menyelesaikan jenjang studi strata-1 di Universitas Bina Nusantara, Jakarta. Dalam menyelesaikan penulisan skripsi ini, berbagai bimbingan, petunjuk dan dukungan telah diterima baik secara moril maupun material dari berbagai pihak. Maka pada kesempatan ini ucapan terima kasih akan ditujukan kepada : 1. Tuhan Yang Maha Esa atas berkat dan rahmat-Nya yang melimpah. 2. Orang Tua dan Keluarga yang telah membesarkan dan merawat penulis hingga pada saat ini. 3. Bapak Indra Kusumadi Hartono, SS., MM selaku dosen pembimbing yang telah memberikan banyak pengarahan dan masukan dalam penyelesaian skripsi ini. 4. Pimpinan dan seluruh karyawan CV. SARI TANABANG yang telah memberikan kesempatan survei lapangan dan informasi-informasi yang dibutuhkan dalam menyelesaikan penulisan skripsi ini. xx
5. Bapak Prof. Dr. Ir. Harjanto Prabowo MM selaku Rektor, Universitas Bina Nusantara. 6. Bapak Johan, S.Kom., MM selaku Head of School of Information Systems dan Kepala Jurusan Sistem Informasi, Universitas Bina Nusantara. 7. Para dosen Universitas Bina Nusantara yang telah memberikan bekal ilmu pengetahuan dan mendidik penulis selama kuliah di Universitas Bina Nusantara. 8. Teman-teman yang telah memberikan dukungan dan semangat baik secara moril maupun material. 9. Semua pihak yang bersangkutan dan telah membantu baik secara langsung maupun tidak langsung yang tidak dapat disebutkan satu-persatu.
Dengan semaksimal mungkin penulis berusaha untuk menyempurnakan penulisan skripsi ini. Seperti ada pepatah mengatakan “Tak ada gading yang tak retak”, dalam penulisan ini juga penulis menyadari masih terdapat beberapa kekurangan sehingga masih perlu adanya perbaikan. Oleh karena itu, diharapkan saran dan kritik dari berbagai pihak agar kelak pembuatan karya tulis ini dapat menjadi lebih baik. Akhir kata, semoga penulisan skripsi ini dapat bermanfaat bagi para pembaca agar mendapatkan informasi yang baru dan masukan yang berarti.
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Jakarta, 13 Juni 2012
Penulis
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