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Rohmah, Ainun Nimatu
Universitas Mulawarman
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Physics Public Health Social Sciences Other

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Communication Strategy to Develop Local E-Marketplace in Samarinda City Rohmah, Ainun Nimatu; Dwivayani, Kadek Dristiana; Boer, Kheyene Molekandella
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 6 No. 1 (2021): June 2021 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jkiski.v6i1.508

Abstract

COVID-19 has impacted micro, small, and medium enterprises (MSMEs) business in Indonesia. One of the efforts of MSMEs to survive is by migrating to the digital market. The city government of Samarinda grabs the opportunity by releasing a mobile application called Behambinan. This study examines the Behambinan communication strategy to empower MSMEs, considering the apps as an innovation for the digital market in Samarinda. The Diffusion of Innovation Theory helps to parse the communication strategies of this innovation. The method used in this study is qualitative descriptive by conducting in-depth interviews with the Communication and Information Office of Samarinda City and its stakeholders as key actors of the diffusion process. The Behambinan application is currently at the dissemination stage to act effectively as the local digital forum for buying and selling. This study found some challenges during the diffusion process. First, MSME players (adopters) have difficulty understanding the application due to the lack of digital literacy and technical issues such as not having a smartphone and high expense for internet quotas to run the application. Second, the misalignment of interpersonal communication between key actors. Third, weaknesses in promotional strategies. This study found that interpersonal communication through localite channels has a significant role in the diffusion process. An integrated communication strategy among key actors and well-planned execution of localite and cosmopolite channels is essential to engage MSMEs and the public.
Co-Authors Agustian, Jaka Farih Aji Muhammad Leonardo Akbar, Paisal Anggraeni, Niken Ayu Dian Arieyasmieta, Wildan Lutfi Arsyad, Annisa Wahyuni Bambang Irawan Banjari, Muhammad Alfi Syahrin Zamni Arsyad Berly, Uria Angkasa Budiman Budiman Chyntia Ratna Juwita Sitorus Defitri, Syarifah Aulia Dhemas Pawae, Resky Dwivayani, Kadek Dristiana Erhandi, Trisna Farmawati, Windie Karina Finnah Fourqoniah Guslia, Misda Hera Hera Hidayah, Ahmad Imam Muslim Islam, Jeni Ananda Nur Kadek Dristiana Dwivayani Kheyene Molekandella Boer Lestari, Eka Puspita Maria Imaculata Nggando Kelli Djoka Mazaya, Hisyam Ihsan Misnaniah Misnaniah Mohamad Rizky Djaba Muhammad Jamal MUHAMMAD REZA FAHLEVY Noor, Mohammad Fauzan Nurhidayah Nurhidayah Onedha Hosana Purwanti, Silviana Putri, Irma Adella Rahayu, Diah Reny Setyowati Rina Juwita Rizkiani, Fadhila Sary, Kezia Arum Sellvia Dwi Kristanti Situmorang, Lisbet Sucipta, Johantan Alfando Wikanda Viony, Agnes Wahyudi Wahyudi Xavier Fakhrusy Syakirin Zamruddin, Mardliya Pratiwi Zidani Abdillah, Achmad Faroq