Perancangan Perbaikan Konten Social Media Marketing Burn Burger Menggunakan Metode Benchmarking Dan Analytical Hierarchy Process (Ahp)
Abstract
Abstrak — Burn Burger merupakan UMKM makanan dan
minuman yang berada di Bandung dan berdiri sejak 2019. Burn
Burger memiliki tingkat penerimaan produk yang baik di
masyarakat. Meski begitu, Burn Burger masih belum mencapai
target pendapatannya. Meski menggunakan Instagram untuk
mengkomunikasikan pemasarannya, kinerjanya masih di
bawah pesaing, terlihat dari engagement rate dan skor indeks
yang lebih rendah dari pesaingnya. Untuk mengatasi masalah
ini, dilakukan analisis perbandingan performa Instagram Burn
Burger dengan pesaing menggunakan metode Benchmarking
dan Analytical Hierarchy Process (AHP) untuk menentukan
tingkat prioritas tiap kriteria dan sub kriteria. 5 kriteria (feeds,
story, profile, caption, reels) dan 15 sub kriteria diidentifikasi
melalui voice of customer dan studi literatur. Pada pengolahan
AHP menghasilkan urutan prioritas: story, reels, feeds, profile,
dan caption. Kemudian dilakukan observasi benchmark untuk
mendapatkan praktik terbaik. Berdasarkan hasil observasi,
didapatkan 12 sub kriteria yang memiliki kesenjangan kinerja,
Burn Burger akan mengadopsi praktik terbaik pesaing untuk
memperbaiki konten social media marketing Instagram.
Kata kunci — Social Media Marketing, Instagram,
Benchmarking, Analytical Hierarchy Process.
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