vii ABSTRAK
Nur Mushlimah, 2022. Analisis Pertumbuhan Bisnis Startup Techno Digital Pada Masa Pandemi Covid-19 di Kota Makassar, Tesis Program Studi Magister Manajemen Pascasarjana Universitas Muhammadiyah Makassar, dibimbing oleh Pembimbing I Buyung Romadhoni dan pembimbing II Edi Jusriadi.
Penelitian ini bertujuan untuk mengetahui dan menganalisis pertumbuhan bisnis startup techno digital di kota Makassar dengan melihat manajemen strategi layanan yang diterapkan dalam mengelola digital marketing, manajemen relasi bisnis serta upaya mengelola digital marketing khususnya di masa pandemi Covid-19. Penelitian ini dilakukan pada 5 bisnis startup dikota Makassar dengan pengumpulan data melalui platform, aplikasi, sosial media serta wawancara dengan informan sebanyak 12 orang. Penelitian ini didukung dengan literatur yang relevan terhadap masalah yang diteliti menggunakan metode kualitatif dengan teknik reduksi dan triangulasi data.
Hasil penelitian menunjukkan bahwa, manajemen strategi layanan yang diterapkan startup digital yaitu mulai dari penentuan identitas perusahaan, melakukan segmentasi pasar dan pengenalan hasil usaha, adapun manajemen relasi bisnis yang dibangun untuk memenuhi kebutuhan pelanggan yaitu membangun komunikasi yang baik antar penjual dengan pelanggan agar terjalin hubungan yang kuat antar perusahaan dan pelanggan, serta upaya yang dilakukan dalam mengelola digital marketing startup techno digital di masa pandemi Covid-19 yaitu memperkenalkan usaha, produk dan layanan dengan sistem digitalisasi, meningkatkan pelayanan dan komunikasi melalui sosial media, platform dan aplikasi, serta lebih berfokus meningkatkan kualitas produk.
Kata Kunci: Startup Digital, Manajemen Strategi, Manajemen Relasi Bisnis, Digital Marketing
viii ABSTRACT
Nur Mushlimah, 2022. Analysis of Business Startup Techno Digital Growth During the Covid-19 Pandemic In The City Of Makassar, Thesis of Postgraduate Management Study Program at Muhammadiyah University of Makassar, supervised by Supervisor I Buyung Romadhoni and supervisor II Edi Jusriadi.
This study aims to identify and analyze the growth of the digital techno startup business in the city of Makassar by looking at the service strategy management applied in managing digital marketing, business relationship management and efforts to manage digital marketing, especially during the Covid-19 pandemic. This research was conducted on 5 startup businesses in the city of Makassar by collecting data through platforms, applications, social media and interviews with 12 informants.
This research is supported by literature relevant to the problem under study using qualitative methods with data reduction and triangulation techniques.
The results show that the service strategy management applied by digital startups is starting from determining company identity, conducting market segmentation and introducing business results, while business relationship management is built to meet customer needs, namely building good communication between sellers and customers so that good relationships are established. between companies and customers, as well as the efforts made in managing digital marketing for digital techno startups during the Covid-19 pandemic, namely introducing businesses, products and services with a digitalization system, improving services and communication through social media, platforms and applications, and focusing more on improving product quality.
Keywords: Digital Startup, Strategic Management, Management Relationship Business, Digital Marketing
