TIARA, ANDYS (2019) PENGELOLAAN KONTEN PADA MEDIA PROMOSI ECATERING MARKETPLACE BAGI INDUSTRI BISNIS JASA BOGA USAHA KECIL MENENGAH (Studi Kasus E-Catering Marketplace Redkendi Di Jakarta). S2 thesis, Universitas Mercu Buana.
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Abstract
The progress of communication technology is very rapid giving changes in the social order. The internet is widely recognized by businessman as a tools to develop business in the future. Now the focus of the economy that was previously concentrated in the development of conventional small and medium enterprises has changed to what is called Digital Start Up. SMEs have a central role in the economic sector for developing countries such as Indonesia, where livelihoods are highly dependent on the sector of Small and Medium Enterprises (SMEs). The presence of Redkendi as a Digital Start Up B2B E-Catering Marketplace company, which aims to synergize with SME catering by utilizing digital technology, trying to create solutions form the problems of SMEs in the priority sectors of the Catering Industry. This is very relevant and in line with the new paradigm in the era of globalization, with Innovation and Technology-Based Economy, in the Making Indonesia 4.0 program that the Government also wants to develop. The theoretical foundation in this study is to use the concept of socialization, marketing mix and diffusion theory of innovation by Everett M. Rogers. This study uses the constructivism paradigm with the case study method. Data collection is done by in-depth interviews. The results of this study indicate that the process or method of technology socialization and promotion media E-Catering Marketplace conducted by Redkendi for the business of the small and medium enterprises catering industry is succesful in providing improved market coverage areas and better administrative arrangements for catering SMEs by identifying innovation products. in terms of Relative Advantage, Compatibility, Complexity, Trialability, Observability. Through an efficient communication channel by utilizing several social systems to achieve common goals. Keywords: Technology, Innovation, Communication Kemajuan teknologi komunikasi yang sangat pesat memberikan perubahan di dalam tatanan sosial. Internet banyak disadari para perilaku bisnis sebagai salah satu tools (alat) untuk mengembangkan bisnis di masa depan. Kini fokus perekonomian yang dahulu terkonsentrasi pada pengembangan usaha kecil dan menengah secara konvensional, telah berganti menjadi apa yang disebut Digital Start Up. UKM memiliki peran sentral dalam sektor perekonomian bagi negara berkembang seperti Indonesia, yang mana sumber penghidupan amat bergantung pada sektor Usaha kecil dan Menengah (UKM). Kehadiran Redkendi sebagai perusahaan Digital Start Up B2B E-Catering Marketplace, yang memiliki tujuan dapat bersinergi dengan catering UKM dengan memanfaatkan teknologi digital, mencoba untuk menciptakan solusi dari permasalahan UKM di sektor prioritas Industri Jasa Boga (Catering). Hal ini sangat relevan dan sejalan dengan paradigma baru di era globalisasi yaitu Innovation and Technology-Based Economy, dalam program Making Indonesia 4.0 yang juga ingin dikembangkan Pemerintah. Landasan teori dalam penelitian ini yaitu menggunakan konsep sosialisasi, bauran pemasaran dan konsep Content Marketing. Penelitian ini menggunakan paradigma konstruktivisme dengan metode studi kasus. Pengumpulan data dilakukan dengan wawancara mendalam. Hasil penelitian ini menunjukan bahwa proses atau metode sosialisasi teknologi dan media promosi E-Catering Marketplace yang dilakukan Redkendi bagi bisnis industri jasa boga usaha kecil menengah mampu dalam memberikan peningkatan wilayah jangkauan pasar dan penataan administrasi yang lebih baik kepada catering UKM dengan melakukan identifikasi terhadap produk inovasi dari sisi Relative Advantage, Compatibility, Complexity, Trialability, Observabilitas. Melalui saluran komunikasi yang efesien dengan memanfaatkan beberapa sistem sosial untuk dapat mencapai tujuan bersama. Kata Kunci : Teknologi, Inovasi, Komunikasi
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/552. 19 007 |
| NIM/NIDN Creators: | 55216120053 |
| Uncontrolled Keywords: | Teknologi, Inovasi, Komunikasi |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 06 Jan 2022 10:53 |
| Last Modified: | 26 Mar 2022 08:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53726 |
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