Fiba, Fikri Irfan and -, Fatah Yasin, S.T., M.T. (2026) OPTIMALISASI STRATEGI DIGITALISASI PEMASARAN PADA BENGKEL MAS DAS BALAI KARYA DALAM MENINGKATKAN JANGKAUAN KONSUMEN DAN JUMLAH PELANGGAN. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The development of digital technology encourages businesses, including the repair shop industry, to implement digital-based marketing strategies to increase competitiveness and expand customer reach. This study aims to analyze and determine appropriate digital marketing strategies for Bengkel Mas Das Balai Karya through the use of websites, social media, the K-Means Clustering algorithm, and the Analytical Hierarchy Process (AHP). This study uses a quantitative approach in collecting data through questionnaires, interviews, and observations, while the analysis is carried out by utilizing K-Means to group customers based on certain characteristics and AHP to determine marketing strategy priorities. The results of the K-Means analysis produce three customer segments, namely Sultan (C1), Standard (C2), and Lower Class (C3), which provide an overview of customer characteristics as a basis for developing a more targeted marketing strategy. Usability testing using the System Usability Scale (SUS) on 50 respondents produced an average score of 80.15 with an acceptable category and a scale grade of B, which indicates that the system has a good level of ease of use and is acceptable to users. The results of the study show that the implementation of digital marketing through websites, social media, and supported by customer segmentation and determining strategic priorities can be the basis for increasing the reach and effectiveness of Bengkel Mas Das Balai Karya's marketing.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | AHP, Digital marketing, K-Means , Social media marketing |
| Subjects: | T Technology > Information Technology > Software. Aplication > Pemograman T Technology > Information Technology > Software. Aplication > E-Commerce |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Teknik Informatika |
| Depositing User: | FIKRI IRFAN BARIALLAAM |
| Date Deposited: | 19 Aug 2026 06:39 |
| Last Modified: | 19 Aug 2026 06:39 |
| URI: | http://eprints.ums.ac.id/id/eprint/148600 |
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