PEMANFAATAN MEDIA DIGITAL BAGI PROMOSI TANAMAN HIAS DALAM MASA PANDEMI COVID-19 TAHUN 2021 (Studi Kasus Pada Pedagang Di Jalan Menara Anteve Kavling DKI Jakarta Barat)

WARDAH, WARDAH (2022) PEMANFAATAN MEDIA DIGITAL BAGI PROMOSI TANAMAN HIAS DALAM MASA PANDEMI COVID-19 TAHUN 2021 (Studi Kasus Pada Pedagang Di Jalan Menara Anteve Kavling DKI Jakarta Barat). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The year 2021 is a recession period for DKI Jakarta, there are one to two stores closed every day, many retail stores are closed due to loss of turnover because they are unable to balance between operational costs and income results, the policy of limiting community activities to the Covid-19 pandemic which is still not under control is becoming a major problem. cause many retail stores to go bankrupt. Unlike the case with the business of buying and selling ornamental plants, which is increasingly skyrocketing in Indonesia, as more and more people start collecting ornamental plants. Caring for ornamental plants is a new trend of activities that can be done at home during the Covid-19 pandemic. Due to all activities being carried out from home, business actors in the country are starting to realize how important it is to carry out digital transformation in trading during this pandemic. The theory used in this research is CMC (Computer Mediated Communication) theory by John December and New Media Theory by Pierre Levy. CMC is a process of human communication through computers involving audiences, in certain contexts, where the process utilizes media for certain purposes. Pierre Levy argues that new media is a theory that discusses the development of media. In the theory of new media, there are two views, the first is the view of social interaction, which distinguishes the media according to their proximity to face-to-face interactions. This research method is qualitative research. The Paradigm used in this study is the constructivist paradigm. The data in this study were obtained by interviewing the informants. The results of this study indicate that ornamental plant traders on Jalan Menara Anteve Kavling DKI, West Jakarta utilize digital media for the promotion of ornamental plants. The name of the platform used by ornamental plant traders at the center for selling ornamental plants in the DKI West Jakarta plot for the promotion of ornamental plants is Whatsapp, Facebook, Instagram, Youtube, Shopee, Tokopedia and also personal blogs. In carrying out digital promotions, traders only use smartphones. This means that ornamental plant traders on Jalan Menara Anteve Kavling DKI West Jakarta have not been creative and maximal in utilizing various computer-based communication tools. Keywords: digital media, marketing communication, promotion mix, digital promotion. Tahun 2021 merupakan masa resesi bagi DKI Jakarta, ada satu sampai dua toko tutup setiap hari, banyaknya toko ritel tutup akibat kehilangan omzet karena tidak mampu mengimbangi antara biaya operasional dengan hasil pendapatan, kebijakan pembatasan aktivitas masyarakat hingga pandemi Covid-19 yang masih belum terkendali menjadi penyebab banyak toko ritel bangkrut. Berbeda halnya dengan bisnis jual beli tanaman hias yang semakin melejit di Indonesia, akibat semakin banyak orang mulai mengoleksi tanaman hias. Merawat tanaman hias menjadi tren baru aktivitas yang bisa dikerjakan dirumah disaat pandemi Covid-19. Dikarenakan seluruh aktivitas yang dikerjakan dari rumah, membuat para pelaku usaha di Tanah Air mulai sadar betapa pentingnya melakukan transformasi digital dalam berdagang di masa pandemi ini. Penelitian ini bertujuan untuk menggambarkan tentang cara pemanfaatan media digital bagi promosi tanaman hias, manfaat promosi digital, serta hambatan dalam pemanfaatan media digital bagi promosi tanaman hias pada pedagang di jalan Menara Anteve KAvling DKI Jakarta Barat. Teori yang digunakan dalam penelitian ini adalah Teori CMC (Computer Mediated Communication) oleh John December dan Teori New Media oleh Pierre Levy. CMC merupakan proses komunikasi manusia melalui komputer yang melibatkan khalayak, tersituasi dalam konteks tertentu, dimana proses itu memanfaatkan media untuk tujuan tertentu. Pierre Levy mengemukakan bahwa media baru merupakan teori yang membahas mengenai perkembangan media. Metode penelitian ini adalah penelitian kualitatif. Paradigma yang digunakan dalam penelitian ini adalah paradigma konstruktivis. Data dalam penelitian ini diperoleh dengan wawancara para informan. Hasil penelitian ini menunjukkan bahwa para pedagang tanaman hias di jalan Menara Anteve Kavling DKI, Jakarta Barat memanfaatkan media digital untuk promosi tanaman hias. Nama platform yang dimanfaatkan oleh para pedagang tanaman hias di sentra penjualan tanaman hias kavling DKI Jakarta Barat untuk promosi tanaman hias yaitu Whatsapp, Facebook, Instagram, Youtube, Shopee, Tokopedia dan juga blog pribadi. Dalam melakukan promosi digital para pedagang hanya dengan menggunakan telepon pintar saja. Artinya, para pedagang tanaman hias di jalan Menara Anteve Kavling DKI Jakarta Barat belum kreatif dan maksimal dalam memanfaatkan berbagai alat komunikasi yang berbasis komputer. Keywords : media digital, komunikasi pemasaran, bauran promosi, promosi digital.

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