Pemanfaatan Media Digital sebagai Pendidikan Komunikasi Pemasaran dalam Meningkatkan Kreativitas Promosi Produk UMKM
Keywords:
digital media, marketing communications, MSMEs
Abstract
This research aims to identify and analyze the mastery of marketing communications through digital media in increasing the creativity of MSME product promotions. This research involved five MSME actors in Jatinegara Kaum, East Jakarta, and used a qualitative approach with data collection techniques in the form of in-depth interviews and observations. The research results show that MSMEs mainly use social media Instagram and WhatsApp to market their products. In conclusion, the presence of digital media helps them introduce and market their products, as well as simplify the ordering process. However, there are supporting and inhibiting factors in the use of digital media. It is hoped that further research will be able to identify needs and design development programs that can overcome obstacles in digital-based marketing.
Keywords: Instagram, Digital Media, Micro, Small and Medium Enterprises (MSMEs), Marketing, WhatsApp
References
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Chen, Y., Debnath, S., Sekhri, S., & Sekhri, V. (2023). The impact of Covid-19 containment lockdowns on MSMEs in India and resilience of exporting firms. Journal of Economic Behavior and Organization, 210, 320–341. https://doi.org/10.1016/j.jebo.2023.04.001
Dadová, I., & Soviar, J. (2021). The application of online marketing tools in marketing communication of the entities with the tourism offer in 2020 in Slovakia. Transportation Research Procedia, 55(2019), 1791–1799. https://doi.org/10.1016/j.trpro.2021.07.170
Gato, M., Dias, Á., Pereira, L., da Costa, R. L., & Gonçalves, R. (2022). Marketing Communication and Creative Tourism: An Analysis of the Local Destination Management Organization. Journal of Open Innovation: Technology, Market, and Complexity, 8(1). https://doi.org/10.3390/joitmc8010040
Jihan, M. S., & Ilyas. (2023). Analisis Perbandingan Sistem Pendukung Keputusan Pemilihan Media Sosial Sebagai Sarana Promosi Di Tembilahan. Jurnal Indragiri, 3(3), 1–16. https://ejournal.indrainstitute.id/index.php/jipm/article/view/470
Kailani, C. M. (2012). Modelling the Influence of Integrated Marketing Communication on Consumer Behaviour: An Approach based on Hierarchy of Effects Concept. Procedia - Social and Behavioral Sciences, 62, 975–980. https://doi.org/10.1016/j.sbspro.2012.09.166
Khazim, D., Lase, D., & Sudirman. (2020). Optimasi Komunikasi Digital Bagi Freelancer & Umkm Di Tengah Pandemi Covid-19. Jurnal Abdimas Mutiara, 1(September), 131–137. http://e-journal.sari-mutiara.ac.id/index.php/JAM/article/view/1340
Kilay, A. L., Simamora, B. H., & Putra, D. P. (2022). The Influence of E-Payment and E-Commerce Services on Supply Chain Performance: Implications of Open Innovation and Solutions for the Digitalization of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 119. https://doi.org/10.3390/joitmc8030119
Kumar, P., Mishra, J. M., & Rao, Y. V. (2022). Analysing tourism destination promotion through Facebook by Destination Marketing Organizations of India. Current Issues in Tourism, 25(9), 1416–1431. https://doi.org/10.1080/13683500.2021.1921713
Maghfiroh, L., & Biduri, S. (2022). Adopsi E-Commerce Memediasi Hubungan Kesiapan Teknologi, Lingkungan Eksternal dan Literasi Keuangan Terhadap Kinerja Keuangan UMKM. E-Jurnal Akuntansi, 32(8), 2118. https://doi.org/10.24843/eja.2022.v32.i08.p12
Marin, G. D., & Nilă, C. (2021). Branding in social media. Using LinkedIn in personal brand communication: A study on communications/marketing and recruitment/human resources specialists perception. Social Sciences and Humanities Open, 4(1). https://doi.org/10.1016/j.ssaho.2021.100174
Mihaela, O. O. E. (2015). The Influence of the Integrated Marketing Communication on the Consumer Buying Behaviour. Procedia Economics and Finance, 23(October 2014), 1446–1450. https://doi.org/10.1016/s2212-5671(15)00446-3
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. (Second). SAGE Publication.
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis: A Methods Sourcebook. SAGE Publications.
Rábová, T. K. (2015). Marketing Communication of SMEs Specialized in Cosmetic Industry in Magazines for Women. Procedia - Social and Behavioral Sciences, 175, 48–57. https://doi.org/10.1016/j.sbspro.2015.01.1173
Respatiningsih, H., Arini, A., & Kurniawan, B. (2020). Kemampuan adaptasi UMKM di era revolusi industri 4.0. SEGMEN Jurnal Manajemen Dan Bisnis, 16(2), 99–113. http://akuntansiperpajakan.unw.ac.id/assets/images/penelitian/Bayu.pdf
Rimadias, S. (2023). Faktor penentu kelangsungan hidup UMKM di Indonesia pasca pandemi Covid-19. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 6(1), 15–28. http://www.ejournal.imperiuminstitute.org/index.php/JMSAB/article/view/579
Santoso, R., Yanu, A., Fianto, A., & Yurisma, D. Y. (2021). Strategi Komunikasi Pemasaran UMKM Kali Jegles Berbasis Digital. Tekmulogi: Jurnal Pengabdian Masyarakat, 1(2), 67–76.
Sari, Y., & Utami, N. W. (2021). Komunikasi Pemasaran Digital sebagai Tantangan Teknologi. Jurnal Mahasiswa Komunikasi Cantrik, 1(1), 1–14. https://doi.org/10.20885/cantrik.vol1.iss1.art1
Shafi, M., Liu, J., & Ren, W. (2020). Impact of COVID-19 pandemic on micro, small, and medium-sized Enterprises operating in Pakistan. Research in Globalization, 2. https://doi.org/10.1016/j.resglo.2020.100018
Shimp, T. (2003). Advertising, promotion: Supplemental aspects of Integrated Marketing Communications. South-Western.
Sulthan, M. (2017). Komunikasi Pemasaran Pariwisata Kabupaten Purbalingga (Studi Pada Analisis Komunikasi Pariwisata Berbasis Digital). Prosiding Seminar Dan Call for Paper, 215–224. https://core.ac.uk/download/pdf/229669065.pdf
Zephaniah, C. O., Ogba, I. E., & Izogo, E. E. (2020). Examining the effect of customers’ perception of bank marketing communication on customer loyalty. Scientific African, 8, e00383. https://doi.org/10.1016/j.sciaf.2020.e00383
Published
2024-03-26
Section
Articles
Copyright (c) 2024 Wiratri Anindhita, Kinkin Yuliaty Subarsa Putri, Dwi Linda Kusuma, Khoirul Muttaqin
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
