VISERIA, BELLA (2025) STRATEGI KOMUNIKASI PEMASARAN SOSIAL DALAM UPAYA MEMPERKENALKAN KULINER NUSANTARA DI JABODETABEK (STUDI KASUS KOMUNITAS “DARI HALTE KE HALTE”). S2 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Tren wisata kuliner semakin berkembang pesat dengan dukungan media sosial. Komunitas "Dari Halte Ke Halte" berperan dalam memperkenalkan kuliner Nusantara di wilayah Jabodetabek melalui pendekatan kreatif dan informatif menggunakan platform seperti Instagram, X (Twitter), TikTok, dan YouTube. Teori yang digunakan dalam penelitian ini adalah strategi komunikasi pemasaran sosial yang didukung dengan sosial media marketing dalam memperkenalkan kuliner nusantara. Penelitian ini menggunakan paradigma post-positivisme dengan pendekatan kualitatif dan metode studi kasus eksploratif. Data dikumpulkan secara rinci melalui berbagai teknik, termasuk wawancara. Tujuan penelitian ini adalah menganalisis strategi komunikasi dan mengidentifikasi hambatan yang dihadapi komunitas "Dari Halte Ke Halte" dalam memperkenalkan kuliner Nusantara di Jabodetabek. Hasil penelitian menunjukkan bahwa komunitas ini menerapkan strategi komunikasi pemasaran sosial dengan meningkatkan kesadaran sosial, dan mendorong perubahan perilaku masyarakat dalam berwisata kuliner. Pemilihan UMKM kuliner terkurasi dan dikemas dengan konten visual serta narasi informatif untuk menarik perhatian. Penggunaan analisis SMART membantu mengukur efektivitas pesan yang disampaikan dan memastikan pencapaian tujuan komunikasi. Interaksi aktif dengan anggotanya "HalTeman" juga menjadi kunci keberhasilan, didukung oleh berbagai kegiatan seperti HalteTrip, Ngider Bareng, pembuatan buku kuliner, dan kolaborasi yang memperkuat solidaritas komunitas. Kampanye dengan mendorong penggunaan transportasi umum saat berwisata kuliner, selaras dengan visi komunitas untuk menciptakan pengalaman kuliner yang lebih berkelanjutan. Beberapa hambatan yang dihadapi, mencakup keterbatasan sumber daya manusia pada internal komunitas, sedangkan faktor eksternal berkaitan dengan konsistensi makanan yang dijual, termasuk rasa, waktu penjualan dan kuantitas makanan. The culinary tourism trend is growing rapidly with the support of social media. The "From Bus Stop to Bus Stop" community plays a role in introducing Indonesian culinary delights in the Jabodetabek area through a creative and informative approach using platforms such as Instagram, X (Twitter), TikTok and YouTube. The theory used in this research is a social marketing communication strategy supported by social media marketing in introducing Indonesian culinary delights. This research uses a post-positivism paradigm with a qualitative approach and exploratory case study methods. Data was collected in detail through various techniques, including interviews. The aim of this research is to analyze communication strategies and identify the obstacles faced by the "From Bus Stop to Bus Stop" community in introducing Indonesian culinary delights in Jabodetabek. The results showed this community implemented a social marketing communication strategy by raising social awareness, and encouraging changes in people's behavior in culinary tourism. The curated selection of culinary MSMEs is presented through visual content and informative narratives to capture attention. The use of the SMART analysis framework helps measure the effectiveness of messages delivered and ensures communication goals are achieved. Active interaction with “HalTeman” members was also key to success, supported by various activities such as Halte Trip, Ngider Bareng, culinary book making, and collaborations that strengthened community solidarity. The campaign also promotes the use of public transportation during culinary tours, aligning with the community's vision of creating a more sustainable culinary experience. However, some challenges are encountered, including internal limitations in human resources and external factors such as inconsistencies in the food being sold, including taste, availability, and quantity.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55222120011 |
| Uncontrolled Keywords: | Strategi komunikasi pemasaran sosial, komunitas, pemasaran media sosial, kuliner Social marketing communication strategy, community, social media marketing, culinary |
| Subjects: | 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: | RAUL ANDIKA KURNIAWAN |
| Date Deposited: | 01 Mar 2025 08:06 |
| Last Modified: | 01 Mar 2025 08:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94563 |
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