PERAN INFLUENCER DALAM MEMBANGUN CITRA MEREK PRODUK USAHA MIKRO KECIL MENENGAH (UMKM) (STUDI PADA INFLUENCER MGDALENAF DALAM MEMBANTU UMKM DI MASA PANDEMI 2020)

SINTA, DEWI (2022) PERAN INFLUENCER DALAM MEMBANGUN CITRA MEREK PRODUK USAHA MIKRO KECIL MENENGAH (UMKM) (STUDI PADA INFLUENCER MGDALENAF DALAM MEMBANTU UMKM DI MASA PANDEMI 2020). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Instagram social media has given birth to influential influencers in the dissemination of information and messages digitally. Influencers are considered capable of having an impact on their followers through photo uploads. This study aims to determine the role of influencers in building the product image of street vendors or UMKM during the pandemic. The literature review consists of five previous studies. In this study using New Media Theory. Theoretical studies in this research are Communication, Mass Communication, New Media, Persuasive Communication, Influencers, Image, Social Media, UMKM, Promotion, Digital Marketing. This Study uses constructivist research paradigm, with a qualitative approach through case study research methods. This research subjects consist of 3 informants. Data collections techniques include primary data in the form of in depth interviews and secondary data in the form of literature reviews from websites, news portals, online books, journals and articles. The data analysis technique uses data reduction, data presentations and conclusion drawing. And data validity techniques using data source triangulations. The results of the study show that an influencer is often considered a role model, where the influencer is an individual figure who has a direct influence on society. The suggestion in this research is that UMKM must be able to adapt to the times. And Magdalena as an influencer who promotes UMKM is expected to continue to be consistent in providing support to UMKM. Keywords: Influencer, UMKM, social media, digital marketing Media sosial Instagram telah melahirkan para influencer yang berpengaruh dalam penyebaran informasi dan pesan secara digital. Influencer dinilai mampu memberikan dampak bagi para pengikutnya melalui unggahan foto. Penelitian ini bertujuan untuk mengetahui peran influencer dalam membangun citra produk pedagang kaki lima atau UMKM dimasa pandemic. Tinjauan pustaka terdiri dari lima penelitian terdahulu. Dalam penelitian ini menggunakan Teori New Media. Kajian teoritis dalam penelitian ini adalah Komunikasi, Komunikasi massa, New Media, Komunikasi persuasif, Influencer, Citra, Media Sosial, UMKM, Promosi, Pemasaran Digital. Penelitian ini menggunakan paradigma penelitian konstruktivis, dengan pendekatan kualitatif melalui metode penelitian studi kasus. Adapun subjek penelitian terdiri dari 3 Informan. Teknik pengumpulan data meliputi data primer berupa wawancara mendalam dan data sekunder berupa tinjauan literatur dari website, portal berita, buku online, jurnal dan artikel. Teknik analisis data menggunakan Reduksi data, penyajian data dan penarikan kesimpulan. Dan teknik keabsahan data menggunakan Triangulasi sumber data. Hasil Penelitian menunjukkan bahwa seorang influencer sering dianggap sebagai panutan, yang dimana influencer merupakan sosok individu yang memiliki pengaruh langsung kepada masyarakat. Saran dalam penelitian ini agar Para UMKM harus bisa menyesuaikan perkembangan zaman. Dan Magdalena selaku influencer yang mempromosikan UMKM diharapkan untuk terus konsisten dalam memberikan dukungan kepada para UMKM. Kata kunci: inluencer, UMKM, social media, pemasaran digital

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 081
NIM/NIDN Creators: 44218010107
Uncontrolled Keywords: inluencer, UMKM, social media, pemasaran digital
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: WADINDA ROSADI
Date Deposited: 01 Oct 2022 08:03
Last Modified: 03 Oct 2022 02:09
URI: http://repository.mercubuana.ac.id/id/eprint/69779

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