Pi proposal
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Dokumen ini membahas analisis efektivitas penggunaan website sebagai media promosi sekunder yang dapat meningkatkan pangsa pasar untuk The Harvest Cake. Penelitian terbagi menjadi beberapa aspek, termasuk faktor yang mempengaruhi tampilan website dan strategi promosi yang digunakan. Tujuan utama adalah untuk memahami keberhasilan penggunaan media berbasis web dalam menarik konsumen dan meningkatkan penjualan.
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- 1. ANALISIS EFEKTIVITAS PENGGUNAAN WEB SEBAGAI MEDIA PROMOSI SEKUNDER TERHADAP PENINGKATAN PANGSA PASAR PADA THE HARVEST CAKE PROPOSAL PENULISAN ILMIAH Sebagai syarat pengajuan judul penulisan ilmiah Dosen Pembimbing Susilowati Dyah K Oleh YULIANTI NURFAZRIAH 18210755 3EA01 FAKULTAS EKONOMI UNIVERSITAS GUNADARMA JAKARTA 2013
- 2. BAB I PENDAHULUAN 1.1 Latar Belakang Perkembangan zaman yang semakin modern dan perubahan yang terjadi begitu cepat dan secara terus menerus dalam proses perkembangan dunia menyebabkan perkembangan IPTEK (Ilmu Pengetahuan dan Teknologi) semakin pesat. Banyak ahli dan ilmuan bahkan orang biasa juga dapat membuat teknologi baru atau mengembangkan teknologi yang sudah ada. Salah satu contohnya yaitu internet, internet (Interconnection Networking) yang merupakan jaringan komputer di seluruh dunia yang saling terhubung satu sama lain dengan menggunakan standar Internet Protocol Suite (TCP/ IP) sehingga antar komputer di dunia dapat saling mengakses informasi dan bertukar data. Dalam menggunakan Internet (Browsing), pasti kita selalu mengetik pada bar yang tersedia dengan www di awal pencarian situs yang ingin dikunjungi. World Wide Web (www) yang lebih dikenal dengan sebutan Web atau Website adalah kumpulan dari halaman-halaman situs. Halaman dari suatu situs tersebut merupakan Web Page dimana setiap web page memiliki konten dan desain yang berbeda sesuai dengan keinginan pemiliknya. Oleh karena itu banyak orang memanfaatkan web sebagai sarana dalam kegiatan perekonomian. Saat ini masyarakat sudah tidak asing lagi dengan web sebagai sarana kegiatan perekonomiannya, baik sebagai media jual beli maupun sebagai media promosi dan transaksi lainnya. Pembuatan web itu sendiri ada yang gratis (tanpa biaya) adapula yang berbayar (dengan biaya). Web gratis (tanpa biaya) merupakan web yang dapat digunakan dengan membuat account baru kita sebagai pengguna, contohnya yaitu dengan menggunakan WIX dan JoomLa. Namun apabila web tersebut menggunakan nama pribadi atau nama perusahaan sebagai domain pribadinya, maka seseorang atau
- 3. perusahaan tersebut harus membeli dan membayar sejumlah uang kepada pencipta web tersebut. Sehingga dalam pembuatan web membutuhkan biaya dan keahlian tertentu. Kehadiran web developer menjadi bagian penting terkait penggunaan domain pribadi di berbagai badan usaha perekonomian yang ada. Kebutuhan media promosi berbasis website menjadi langkah yang dirasa penting bagi badan usaha untuk memperluas pengetahuan konsumen akan produk-produk mereka. Desain yang apik, mudah diingat dan mudah diakses merupakan poin penting bagi konsep dari website badan usaha itu sendiri. Dari pemaparan di atas, penulis menimbang dan memutuskan akan perlunya penelitian terkait pengaruh keberadaan website terhadap tingkat popularitas suatu produk perusahaan dengan judul Analisis Efektifitas Penggunaan Web Sebagai Media Promosi Sekunder Terhadap Peningkatan Pangsa Pasar Pada The Harvest Cake karena badan usaha tersebut merupakan salah satu cake shop yang menggunakan website sebagai media promosi sekunder disamping media promosi lainnya. 1.2 Rumusan Masalah Perkembangan zaman membuat teknologi semakin canggih yang berdampak pada media promosi yang semakin bervariasi. Sehingga mengharuskan produsen untuk berfikir lebih kreatif dalam meghadapi tantangan dan persaingan dalam menjalankan usahanya. Produsen harus mampu mengarahkan konsumen untuk berkunjung pada website yang dibuat sekaligus dapat meyakinkan konsumen untuk melakukan pembelian terhadap produk yang diproduksinya. Namun produsen juga dihadapkan pada masalah persaingan dengan perusahaan lain yang bergerak dalam industri sejenis.
- 4. Berdasarkan uraian tersebut, maka rumusan masalah yng akan dibahas, antara lain: 1. Faktor- faktor apakah yang mempengaruhi tampilan pada website The Harvest Cake? 2. Faktor- faktor apakah yang paling berpengaruh dan menjadi unsur penyusun strategi promosi The Harvest Cake? 3. Bagaimana tingkat keberhasilan penggunaan media promosi sekunder berbasis web pada The Harvest Cake terhadap peningkatan pangsa pasar?. 1.3 Tujuan dan Manfaat Penulisan 1. Dapat menganalisis faktor yang mempengaruhi tampilan pada website The Harvest Cake. 2. Dapat menganalisis faktor yang paling berpengaruh dan menjadi unsur penyusun strategi promosi The Harvest Cake. 3. Dapat menganalisis tingkat keberhasilan penggunaan media promosi sekunder berbasis web pada The Harvest Cake terhadap peningkatan pangsa pasar.