EVALUATION OF MARKETING CONTENT TO INCREASE INTERACTIVITY OF ECOBIZ.ID PLATFORM

• Main Author: Ali, Hanafiah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67627
• Institution: Institut Teknologi Bandung

The Ecobiz.id platform is a sharing economy platform that was born because of problems with farmers who cooperate with intermediaries to buy and sell the products produced. These middlemen buy their produce before harvest time and at meager prices. Farmers' lack of knowledge about the market price of their agricultural products is used by intermediaries to play prices. This is considered not prosperous for the farmers because large profits are only obtained by intermediaries. While the farmers remained with difficult circumstances in carrying out their agricultural processes. Ecobiz.id contains various information about the business from product price updates, sharing economy, and buying and selling products. The Ecobiz.id platform intends to facilitate the process of exchanging the knowledge needed to create new innovation and co-creation between marginalized farmers and supply lines. The Ecobiz.id platform is still in development. However, in its development until now, Ecobiz.id platform still has problems with network effects and interactivity that are still negative. In addition, the value felt by the user is still not optimal. The lack of existing content makes users passive in using the platform. This restricted content is caused by the lack of stakeholders on the platform who play a role in creating and providing engaging content following user needs. So this makes the platform ecosystem not suitable. Therefore, there needs to be an improvement to fix the problem. This research will examine how to motivate stakeholders, especially content creators, to become active resource persons on Ecobiz.id platforms. Then this resource person will be used as a creator who creates content that has value according to the needs of the user Ecobiz.id. And package the content to make it more exciting and easy to understand by all users from Ecobiz.id. This study aims to motivate and attract stakeholders, especially prospective speakers, to become active resource persons on digital platforms Ecobiz.id. These speakers will later play a role in creating and packaging content in Ecobiz.id. Then it is hoped that the creation of these contents can meet the expectations of the needs of users Ecobiz.id. This research uses qualitative methods by collecting data through observation and interviews. This study also used secondary and primary data. The results showed that Ecobiz.id platforms should make improvements to the content that was loaded. Poor content packaging, limited content variations, and a lack of creative and innovative approach make users not feel the expected value of the content. Improvement in interactivity using analysis of new media tradition theory with the user to user, user to document, and user to system approaches. In addition, the network effect uses a two way platform analysis model with competition and cooperation oriented approach. As for content, it uses elements of quality marketing content in which there is relevance, information, reliability, value, uniqueness, emotions, and intelligence. Then another repair solution is done by creating a value proposition canvas.