Tujuan dari penelitian ini adalah untuk mendapat deskripsi dari (1) Pengembangan media pembelajaran permainan ular tangga kompetensi dasar menganalisis segmentasi pasar (2) Kelayakan media pembelajaran permainan ular tangga kompetensi dasar menganalisis segmentasi pasar (3) Respon peserta didik pada media pembelajaran permainan ular tangga kompetensi dasar menganalisis segmentasi pasar.
Penelitian pengembangan media ini menggunakan model pengembangan 4-D dari Thiagarajan, terbatas hanya pada 3 tahap, yaitu: define, design, dan develop.Instrumen penelitian menggunakan lembar validasi materi, lembar validasi media dan angket respons pesertas didik. Penelitian ini dilakukan di SMK Negeri 1 Lamongan, subjek yang digunakan adalah siswa kelas X BDP Reguler berjumlah 34 siswa. Uji coba dilakukan 2 kali, uji kelompok kecil dengan 8 siswa sedangkan uji lapangan dengan 26 siswa.
Hasil penelitian diketahui bahwa: (1) Pengembangan media pembelajaran ular tangga melalui tahap define, desing dan develop. (2) Kelayakan media pembelajaran ular tangga dari hasil validasi ahli materi memperoleh presentasi sebesar 90,9% dengan kriteria sangat layak, sedangkan validasi media memperoleh presentasi sebesar 96,3% dengan kriteria sangat layak. (3) Hasil respons peserta didik uji kelompok kecil memperoleh presentasi sebesar 94,4% dengan kriteria sangat layak, sedangkan uji lapangan memperoleh presentase sebesar 97% dengan kriteria sangat layak. Sehingga dapat disimpulkan bahwa media pembelajaran permainan ular tangga sangat layak digunakan pada mata pelajaran marketing kompetensi dasar menganalisis segmentasi pasar kelas X Bisnis Daring dan Pemasaran SMK Negeri 1 Lamongan.
Kata Kunci: Media Pembelajaran, Permainan Ular Tangga, Segmentasi Pasar
The purpose of this study is to get a description from (1) The development of learning media Snakes and ladders game basic competencies analyzing market segmentation. (2) Feasibility of learning media Snakes and ladders game basic competencies analyzing market segmentation. (3) Response of students on learning media Snakes and ladders game basic competencies analyzing market segmentation.
Research on the development of this media using the 4-D development model from Thiagarajan, limited to only three stages, such as: define, design, and develop. The research instrument used a material validation sheet, The research instrument used a material validation sheet. This research was conducted at the State Vocational Middle School 1 Lamongan. the subject used is regular class X BDP totaling 34 students. The test was conducted twice, small group test with 8 students while field testing with 26 students.
The results of the study revealed that: (1) The development of learning media Snakes and ladders game through stages define, desing and develop. (2) Feasibility of learning media Snakes and ladders game from the results of material expert validation get a presentation of 90.9% with very decent criteria, while media validation received a presentation of 96.3% with very decent criteria. (3) Results of student responses small group test obtained presentation of 94.4% with very decent criteria, while field testing obtain a percentage of 97% with very feasible criteria. So that it can be concluded that development of learning media Snakes and ladders game very worthy of use on marketing subjects basic competencies analyzing market segmentation class X Online and Marketing Business of SMK Negeri 1 Lamongan.
Keywords: Learning Media, Snakes and Ladders Game, Market Segmentation