Pengembangan Media Komunikasi Pemasaran Berbasis Website Berdasarkan Buyer Persona pada PT. Indosarana Bali Wisata

Devarianto, Muhammad (2025) Pengembangan Media Komunikasi Pemasaran Berbasis Website Berdasarkan Buyer Persona pada PT. Indosarana Bali Wisata. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

Penelitian ini bertujuan untuk mengembangkan media pemasaran dan komunikasi berbasis website pada PT. Indosarana Bali Wisata menggunakan pendekatan buyer persona. Permasalahan yang dihadapi adalah belum optimalnya media pemasaran yang sesuai dengan karakteristik target pelanggan (buyer persona), sehingga informasi layanan hanya disampaikan secara konvensional dan terbatas. Metode penelitian yang digunakan adalah Research and Development (R&D) dengan model ADDIE yang mencakup lima tahap: Analysis, Design, Development, Implementation, dan Evaluation. Tahap analisis menghasilkan tiga buyer persona utama, yaitu wisatawan domestik keluarga, digital nomad, dan agen perjalanan asing, yang menjadi dasar dalam perancangan Information Architecture (IA), sitemap, dan wireframe. Website dikembangkan menggunakan CMS WordPress dan dilengkapi dengan fitur katalog layanan, pemesanan, serta formulir konsultasi. Evaluasi dilakukan dengan pendekatan Technology Acceptance Model (TAM) menggunakan dua indikator, yaitu Perceived Usefulness dan Perceived Ease of Use, melalui kuesioner kepada 30 responden. Hasil evaluasi menunjukkan skor sebesar 92,87%, yang mengindikasikan bahwa website dinilai layak digunakan dan efektif sebagai media komunikasi dan promosi. Dengan adanya website ini, perusahaan diharapkan dapat meningkatkan jangkauan pemasaran, memperkuat interaksi dengan pelanggan, serta membangun citra profesional di era digital. This study aims to develop a marketing and communication medium in the form of a website for PT. Indosarana Bali Wisata using a buyer persona approach. The main issue faced by the company is the lack of optimized marketing media that aligns with the characteristics of its target customers (buyer personas), resulting in service information being delivered in a conventional and limited manner. The research method used is Research and Development (R&D) with the ADDIE model, which includes five stages: Analysis, Design, Development, Implementation, and Evaluation. The analysis phase identified three primary buyer personas: domestic family travelers, digital nomads, and international travel agents. These personas served as the foundation for designing the Information Architecture (IA), sitemap, and wireframe. The website was developed using the WordPress CMS and features a service catalog, booking system, and consultation form. Evaluation was carried out using the Technology Acceptance Model (TAM) with two key indicators: Perceived Usefulness and Perceived Ease of Use, measured through a questionnaire completed by 30 respondents. The results showed a score of 92.87%, indicating that the website is considered feasible and effective as a communication and promotional tool. With this website, the company is expected to expand its marketing reach, strengthen customer interaction, and build a more professional image in the digital era

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Pemasaran, Komunikasi, Website, WordPress, Buyer Persona
Subjects:	Matematika Dan Ilmu Pengetahuan Alam (MIPA) > Matematika > Ilmu Komputer Ilmu Teknik > Teknik Elektro Dan Informatika > Teknologi Informasi
Divisions:	Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Publikasi
Depositing User:	Muhammad Devarianto
Date Deposited:	30 Aug 2025 09:08
Last Modified:	30 Aug 2025 09:08
URI:	https://repository.pnb.ac.id/id/eprint/18287

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