Tania Navisca Zulkarnaen, - and Azizah Fauziyah, - and Ismail Yusuf, - (2025) ANALISIS IMPLEMENTASI GOOGLE MY BUSINESS (GMB) SEBAGAI STRATEGI PEMASARAN DIGITAL PADA ARCHA STUDIO MUSIC & SOUND SYSTEM. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Latar belakang penelitian didasari rendahnya efektivitas pemasaran dan daya saing usaha yang sebelumnya hanya mengandalkan promosi dari mulut ke mulut dan media sosial pribadi. Penelitian ini bertujuan menganalisis implementasi Google My Business (GMB) sebagai strategi pemasaran digital berbasis Local Search Engine Optimization (SEO) pada Archa Studio Music & Sound System, sebuah usaha penyewaan alat musik dan sound system di Tangerang Selatan. Metode yang digunakan adalah penelitian kuantitatif deskriptif dengan desain one group pretestposttest, menggunakan data sekunder dari Google My Business Insight dan sokumen internal usaha. Variabel yang diukur meliputi jumlah interaksi (telepon dan chat), kunjungan lokasi, jumlah pelanggan, dan pendapatan sebelum dan sesudah implementasi GMB. Peningkatan terbesar terjadi pada pendapatan, yang melonjak. Kesimpulan penelitian menyatakan bahwa implementasi GMB secara signifikan meningkatkan performa pemasaran digital dan hasil finansial Archa Stusio Music & Sound System, membuktikan efektivitas platform ini sebagai pemasaran digital berbasis Local SEO untuk UMKM. Temuan ini diharapkan menjadi acuan bagi pelaku usaha sejenis dalam mengoptimalkan pemasaran digital untuk meningkatkan daya saing lokal. This study analyzes the implementation of Google My Business (GMB) as a Local Search Engine Optimization (SEO)-based digital marketing strategy at Archa Studio Music & Sound System, a music and sound system rental business in South Tangerang. The research was motivated by the low marketing effectiveness and competitiveness of the business, which previously relied on word-of-mouth promotion and personal social media. Using a descriptive quantitative method with a one-group pretest-posttest design, the study utilized secondary data from Google My Business Insights and internal business records. Measured variables included interactions (phone calls and chats), location visits, customer numbers, and revenue before and after GMB implementation. Statistical analysis employed the ShapiroWilk normality test, paired sample t-test, and Wilcoxon Signed Rank Test. Results showed significant increases in all indicators. The largest growth was in revenue, rising. The study concludes that GMB significantly enhances digital marketing performance and financial outcomes, confirming its effectiveness as a Local SEObased tool for SMEs. These findings provide practical insights for similar businesses to optimize digital marketing and strengthen local competitiveness.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=id&user=aEqy8nYAAAAJ ID SINTA Dosen Pembimbing: Azizah Fauziyah: 6084425 Ismail Yusuf: 6146933 |
| Uncontrolled Keywords: | Google My Business, Local SEO, Pemasaran Digital Google My Business, Local SEO, Digital Marketing |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Kewirusahaan |
| Depositing User: | Tania Navisca Zulkarnaen |
| Date Deposited: | 22 Oct 2025 02:03 |
| Last Modified: | 22 Oct 2025 02:03 |
| URI: | http://repository.upi.edu/id/eprint/143689 |
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