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Fitri Sarasati M
Universitas Satya Negara Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Marketing Communication PT Kreasi Nostra Mandiri (Sayurbox) dalam Strategi Komunikasi Penjualan Produk Online Achmad Budiman Sudarsono; Sarasati, Fitri; Helen Olivia; Abdul Latief
Jurnal Riset Public Relations Volume 5, No. 2, Desember 2025, Jurnal Riset Public Relations (JRPR)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrpr.v5i2.7984

Abstract

Abstrak. Perkembangan ekosistem pemasaran digital mendorong perusahaan ritel pangan daring, seperti Sayurbox, untuk menerapkan strategi komunikasi yang adaptif terhadap perubahan perilaku konsumen serta meningkatnya kebutuhan akan produk pertanian segar dan berkualitas. Namun demikian, masih terdapat kesenjangan antara tingginya permintaan konsumen dengan keterbatasan pasokan produk yang dapat mengganggu kredibilitas komunikasi dan kepercayaan terhadap perusahaan. Penelitian ini bertujuan untuk menganalisis strategi komunikasi digital Sayurbox dalam memperkenalkan produk, membangun kepercayaan konsumen, serta mengatasi hambatan operasional terkait ketidakstabilan rantai pasok. Penelitian menggunakan pendekatan kualitatif dengan paradigma konstruktivis melalui wawancara mendalam dengan tim Marketing Communication dan analisis konten pada media digital Sayurbox, meliputi Instagram, Facebook, YouTube, serta situs web resmi. Hasil penelitian menunjukkan bahwa strategi komunikasi digital Sayurbox mengintegrasikan konten informatif, edukatif, dan persuasif dengan mengangkat narasi farm to table sebagai identitas merek untuk menegaskan transparansi proses distribusi produk. Selain itu, Sayurbox melakukan pendampingan dan edukasi kepada petani lokal guna meningkatkan kualitas serta konsistensi pasokan sebagai bagian dari komunikasi berbasis kepercayaan. Secara teoretis, penelitian ini memberikan kontribusi dalam pengembangan integrasi perspektif Network Society dan Planned Production Model pada studi komunikasi digital agritech. Secara praktis, hasil penelitian menawarkan rujukan bagi penguatan strategi pemasaran digital yang berorientasi pada keberlanjutan rantai pasok dalam industri ritel pangan daring di Indonesia. Abstract. The development of the digital marketing ecosystem has encouraged online food retail companies, such as Sayurbox, to adopt communication strategies that are adaptive to changing consumer behavior and the growing demand for fresh and high-quality agricultural products. However, a gap remains between high consumer demand and limited product supply, which may disrupt communication credibility and consumer trust. This study aims to analyze Sayurbox’s digital communication strategies in introducing products, building consumer trust, and addressing operational challenges related to supply chain instability. The research employs a qualitative approach within a constructivist paradigm, using in-depth interviews with the Marketing Communication team and content analysis of Sayurbox’s digital platforms, including Instagram, Facebook, YouTube, and the official website. The findings indicate that Sayurbox integrates informative, educative, and persuasive content by emphasizing the farm-to-table narrative as a brand identity to reinforce transparency in the product distribution process. In addition, Sayurbox provides assistance and education to local farmers to improve product quality and supply consistency as part of trust-based communication. Theoretically, this study contributes to the integration of Network Society and Planned Production Model perspectives in digital agritech communication studies. Practically, the findings offer insights for strengthening sustainable digital marketing strategies in Indonesia’s online food retail industry.
Co-Authors Abadi, Mansurni Abdul Latief Abdul Latief Abdul Latief Achmad Budiman Sudarsono Achmad Budiman Sudarsono Ahmad, Rosmalia Amallah, Nurlaila Sari Andina Mustika Ayu Andres, Dede Cahyani, Galuh Chinmi, Maichel Christopher Yudha Erlangga Devy Putri Kussanti Djoesept Harmat Tarigan Engliana, Engliana Gracia, Fransisca Gustina, Fenti Hamzah Ramadhan Helen Olivia Helen Olivia Henry Sianipar Henry T. Sianipar Herman Paninggiran Jamalullail Kristina Nurhayati Lumampauw, Andreas Mansurni Abadi Nufindra, Ardin Nurhayati, Kristina Nurhayati, Kritina Olivia, Helen Paninggiran, Herman NK Pradono Budi Saputro Putri Kussanti, Devy Rakhmania, Raisa Riena F Telussa Riski M. Baskoro Riski Mohamad Baskoro Risqi Inayah Dwijayanti Rustono - Salsabila , Ghina Putri Sanjaya, Makroen Santoso, Prasetya Yoga Sari, Adinda Permata Setiadi, Efan Sudarmanto, Bagus Sudarsono, Achmad Budiman Sudarsono, Ahmad Budiman Syafuddin, Khairul Tarigan, Djoesept Harmat Tjajadi, Octavia Putri Tri Wahyuti Udi Rusadi Umar Umar Urip Rahmani Wahyuddin Winarti, Waode Yudha Erlangga, Christopher Yulisinta, Florence