Evaluasi Efektivitas Digital Marketing Pada Sosial Media Instagram dan Tiktok Menggunakan Metode A/B Testing

Liling, Leocharles Ligori (2025) Evaluasi Efektivitas Digital Marketing Pada Sosial Media Instagram dan Tiktok Menggunakan Metode A/B Testing. S1 Sistem Informasi thesis, STMIK Widya Cipta Dharma.

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Abstract

Penelitian ini bertujuan untuk melakukan evalusi digital marketing terhadap sosial media Instagram dan Tiktok UMKM Oeste. Evaluasi dilakukan untuk melihat konten-konten digital marketing yang memiliki peforma signifikan sehingga efektif untuk digunakan kedepannya. Penelitian ini dilakukan pada UMKM Oeste dan metode pengmpulan data yang digunakan yaitu wawancara yang dilakukan kepada costumer Oeste dan Owner dari Oeste, studi pustaka yaitu dengan mempelaraji literatur-literatur yang berkaitan dengan topik penelitian serta studi lapangan yang mana dilakukan dengan melihat data-data langsung dari sumber aslinya seperti data dari postingan Oeste sebelumnya yang mereka lakukan. Dalam penelitian ini menggunakan metode A/B Testing yang mana dalam metode A/B Testing melibatkan tahapan pengumpulan data, penetapan tujuan, perencanaan, penentuan pembanding, pembuatan konten, implementasi, pengujian dan evaluasi. Hasil penelitian menunjukkan bahwa terdapat perbedaan signifikan dalam performa konten digital marketing antara Instagram dan TikTok. Konten A4 di Instagram yang menggunakan pilar informational dengan topik desain mukena premium mendapatkan view tertinggi sebesar 6.626 dan like sebanyak 195, menjadikannya konten paling efektif di platform tersebut. Sebaliknya, konten B9 di TikTok yang menggunakan pilar softselling dengan pendekatan kemudahan dalam membawa perlengkapan beribadah meraih performa terbaik dengan view mencapai 434.600, like sebanyak 1.569, dan share sebanyak 220 kali, menunjukkan potensi viral yang kuat. Metode A/B Testing terbukti efektif untuk membandingkan kinerja konten antar platform dengan metrik evaluasi kuantitatif seperti view, like, komen, dan share. Pilar konten yang relevan dan penggunaan format video menjadi faktor utama keberhasilan, didukung oleh alat bantu seperti Microsoft Excel untuk analisis data dan Capcut untuk produksi konten. Hal ini menyarankan agar UMKM fokus pada jenis konten yang paling resonan dengan karakteristik audiens tiap platform dan melakukan evaluasi rutin terhadap strategi konten yang digunakan. ============================================================ This study aims to conduct a digital marketing evaluation of Instagram and Tiktok social media of Oeste UMKM. The evaluation was carried out to see digital marketing content that has significant performance so that it is effective for future use. This research was conducted at Oeste UMKM and the data collection method used was interviews conducted with Oeste customers and Oeste Owners, literature studies by studying literature related to the research topic and field studies which were conducted by looking at data directly from the original source such as data from previous Oeste posts that they did.This study used the A/B Testing method, which involves the stages of data collection, goal setting, planning, determining comparisons, content creation, implementation, testing and evaluation. The results of the study showed a significant difference in the performance of digital marketing content between Instagram and TikTok. Content A4 on Instagram, which used the informational pillar with the topic of premium prayer robe designs, received the highest number of views at 6,626 and 195 likes, making it the most effective content on the platform. Conversely, content B9 on TikTok, which used the soft-selling pillar with the approach of making it easy to carry prayer equipment, achieved the best performance with 434,600 views, 1,569 likes, and 220 shares, indicating strong viral potential. The A/B Testing method proved effective in comparing content performance between platforms with quantitative evaluation metrics such as views, likes, comments, and shares. Relevant content pillars and the use of video formats were key factors in success, supported by tools such as Microsoft Excel for data analysis and Capcut for content production. This suggests that UMKM should focus on the type of content that most resonates with the characteristics of each platform's audience and regularly evaluate their content strategy. This study aims to conduct a digital marketing evaluation of Instagram and Tiktok social media of Oeste UMKM. The evaluation was carried out to see digital marketing content that has significant performance so that it is effective for future use. This research was conducted at Oeste UMKM and the data collection method used was interviews conducted with Oeste customers and Oeste Owners, literature studies by studying literature related to the research topic and field studies which were conducted by looking at data directly from the original source such as data from previous Oeste posts that they did.This study used the A/B Testing method, which involves the stages of data collection, goal setting, planning, determining comparisons, content creation, implementation, testing and evaluation. The results of the study showed a significant difference in the performance of digital marketing content between Instagram and TikTok. Content A4 on Instagram, which used the informational pillar with the topic of premium prayer robe designs, received the highest number of views at 6,626 and 195 likes, making it the most effective content on the platform. Conversely, content B9 on TikTok, which used the soft-selling pillar with the approach of making it easy to carry prayer equipment, achieved the best performance with 434,600 views, 1,569 likes, and 220 shares, indicating strong viral potential. The A/B Testing method proved effective in comparing content performance between platforms with quantitative evaluation metrics such as views, likes, comments, and shares. Relevant content pillars and the use of video formats were key factors in success, supported by tools such as Microsoft Excel for data analysis and Capcut for content production. This suggests that UMKM should focus on the type of content that most resonates with the characteristics of each platform's audience and regularly evaluate their content strategy.

Item Type: Thesis (S1 Sistem Informasi)
Additional Information: Pembimbing 1 : Rizky Zakariyya Rasyad, SE., MM Pembimbing 2 : Muhammad Ibnu Sa'ad, S.Kom., M.Kom
Uncontrolled Keywords: Digital Marketing, A/B Testing
Subjects: Q Science > QA Mathematics > QA76 Computer software
Divisions: Sistem Informasi
Depositing User: Mr Leocharles Ligori Liling
Date Deposited: 05 Aug 2025 02:21
Last Modified: 05 Aug 2025 02:21
URI: http://repository.wicida.ac.id/id/eprint/6178

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