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M. Alfian Mizar
Universitas Negeri Malang
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Other

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Optimalisasi Penggunaan Hyperlocal Marketplace Sebagai Strategi Perluasan Pasar Produk Gula Merah Tebu Ukaisya Wildan Eka Prastya; Wirawan; Lorine Tantalu; Muhammad Alfian Mizar; Sumarno; Nonok Supartini
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2636

Abstract

Ukaisya is a brand of brown sugar produced by PT. Tiga Dewi Timur Raya in Kediri, has a production capacity of up to four tons per day to meet local and inter-provincial market demand. This study aims to optimize the digital marketing strategy of Ukaisya brown sugar through the development of a hyperlocal marketplace model integrated with social media and chat commerce systems. Digitalization is carried out by utilizing Linktree as a hub for integrating digital channels that connect Shopee, Blibli, and WhatsApp Business accounts. The research approach uses an implementative case study with direct observation of Ukaisya's digital channels, performance analysis through Linktree Insights and Shopee Analytics, and a descriptive-thematic review of customer interaction data. The results show that digital channel integration significantly increased visibility and customer engagement, with 106 views, 27 clicks, and a click rate of 25.5%, along with actual conversions through chat commerce. This improvement indicates the strengthening of brand awareness and trust-building among local consumers through community-based communication. These findings affirm the effectiveness of the hyperlocal marketplace strategy in expanding the market reach the agroindustry based on local wisdom and strengthen previous research indicating that the integration of multiplatform digital channels accelerates the digital transformation of SMEs in Indonesia. Abstrak Ukaisya merupakan merek gula merah tebu produksi PT. Tiga Dewi Timur Raya Kediri dengan kapasitas produksi mencapai empat ton per hari untuk memenuhi kebutuhan pasar lokal hingga antar provinsi. Penelitian ini bertujuan mengoptimalkan strategi digitalisasi pemasaran produk gula merah tebu merek Ukaisya melalui pengembangan model hyperlocal marketplace yang terintegrasi dengan media sosial dan sistem chat commerce. Digitalisasi dilakukan melalui pemanfaatan Linktree sebagai pusat integrasi kanal digital yang menghubungkan akun Shopee, Blibli, dan WhatsApp Business. Pendekatan penelitian menggunakan studi kasus implementatif dengan observasi langsung terhadap kanal digital Ukaisya, analisis performa Linktree Insights dan Shopee Analytics, serta telaah deskriptif-tematik atas data interaksi pelanggan. Hasil menunjukkan bahwa integrasi kanal digital meningkatkan visibilitas dan keterlibatan konsumen secara signifikan dengan capaian 106 tampilan, 27 klik, dan click rate sebesar 25,5%, disertai konversi aktual melalui chat commerce. Peningkatan ini menandakan penguatan tahap brand awareness dan trust building konsumen lokal melalui komunikasi berbasis komunitas. Temuan ini menegaskan efektivitas strategi hyperlocal marketplace dalam memperluas jangkauan pasar agroindustri berbasis kearifan lokal, serta memperkuat hasil penelitian sebelumnya bahwa integrasi kanal digital multiplatform mempercepat transformasi digital UMKM di Indonesia.
Co-Authors Abadi, M. Tommy Hasan Achmad Safii Agung Witjoro Agusta Rakhmat Taufani Ahmad Atif Fikri Ahmed Jabari Aji Prasetya Wibawa Alfrida Parma Fadmasari Algafari Bakti Manggara Amania, Sulfa Andoko Andoko, Andoko Arafah Husna Arfiyansyah, Rizky Argeshwara, Dityo Kreshna Aripriharta - Arrohman, Maulana Ludfi Avita Ayu Permanasari Bagaskoro, Muhammad Cahyo Bargazi Tanzilul Hakim Bayu Satriyo Wibowo Cassandra Permata Nusa Chayara, Almira Syaqila Mayndie Christian Asri Wicaksana Chusnana Insyaf Yogiyanti Dhea Amalia Putri Diva Didik Nurhadi Dito Valentino Dityo Kreshna Argeshwara Dyah Lestari Endang Amalia Wahyuni Etty Soesilowati Faidzin, Ilham Fido Arya Kusuma Gunawan, Pristiko Hadi, Moch. Sholihul Hafidz, Abdullah Syamil Hanafi Hamni, Septiani Dewi Hanif Nabila Rahmi I Made Wirawan Istiqomah, Aisyah Shabrina Kriya Mateeke Moses Lathifah, Listy Nailah Mahdiyyatul Lisma Hafifatul Aprilia Lorine Tantalu M. Farrel Akbar Firzatullah Marji Marji Markus Diantoro Moch Sholihul Hadi Moch. Sholihul Hadi Moch. Sholihul Hadi Moch. Solihul Hadi Mokh Sholihul Hadi Moses, Kriya Mateeke Muchammad Harly Muhiban Syabani Muladi Nandang Mufti Nonok Supartini Nur Hidayat, Wahyu Nurinda, Mei Sulfia Nurlayla Nabila Astarin Putri, Tiara Zakiyah Rahmadhani, Nur Aini Syafrina Ramadhani, I Gusti Ayu Isnaini Fatha Ramadhani Ratna Juwita Ratna Juwita Retno Wulandari Riana Nurmalasari Rr. Poppy Puspitasari Samsul Hidayat Setumin, Samsul Shidiqi, Maulana As Sholihul Hadi , Mokh. Slamet Fauzan Soraya Norma Mustika Sugiono, Bhima Satria Rizky Sujito Sujito Sumarno Sumarno . Syamsul Hadi Tiwi Ananda Tri Kuncoro Wicaksana, Christian Asri Widiyanti Widiyanti Widiyanti, Widiyanti Wildan Eka Prastya Wirawan Yoyok Adisetio Laksono Zahra, Shakila Aliya