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All Journal Jurnal Mahasiswa Komunikasi Cantrik
Edwi Arif Sosiawan, Edwi Arif
Department of Communication, Faculty of Social and Political Sciences University of Pembangunan Nasional “Veteran” Yogyakarta, Indonesia
Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Model komunikasi pemasaran digital untuk promosi produk UMKM via Sibakul Jogja Aisyah, Alfiyani; Lestari, Puji; Sosiawan, Edwi Arif
Jurnal Mahasiswa Komunikasi Cantrik Vol. 5 No. 2 (2025): Volume 5, No. 2, November, 2025
Publisher : Program Studi Ilmu Komunikasi UII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/cantrik.vol5.iss2.art6

Abstract

The COVID-19 pandemic has had a significant impact on various sectors, particularly the economy. As the backbone of Indonesia’s economy, Micro, Small, and Medium Enterprises (UMKM) faced serious challenges due to restrictions on face-to-face activities. Many business actors were forced to adapt to uncertain conditions, with digital media becoming a strategic tool for marketing. This study aims to identify and analyze the digital marketing communication models implemented by SiBakul Jogja as an innovation to support UMKM during the pandemic. A qualitative approach was employed, using in-depth interviews with UMKM actors and content analysis of the SiBakul Jogja platform. The findings show that SiBakul Jogja effectively promotes UMKM products through three models: Paid Media, paid advertisements; Earned Media, viral content that expands market reach; and Owned Media, social media management to build brand identity. These findings highlight the importance of adaptive digital communication strategies for UMKM sustainability
Co-Authors Aisyah, Alfiyani PUJI LESTARI