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All Journal Sabda: Jurnal Kajian Kebudayaan Puitika SASDAYA: Gadjah Mada Journal of Humanities Wicara
Komariya, Siti
Unknown Affiliation
Religion Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Pengembangan Media Digital sebagai Strategi Retorika Pemasaran Produk Resin Eco-Kultural Sigur.id di Desa Branjang, Ungaran Barat Agustin, Evi Yanti; Handaka, Theresia Rachel Aurelia; Saputri, Novellia Shafa Nur; A'la, Muhammad Faishal Rofiqil; Tedja, Muthia Fakhira; Devitasari, Rafaela Tiara; Patricia, Aretha Hanny; Nasution, Irzan Althaf Munif; Rachmadhani, Aulia; Mukafi, Muhammad Hamdan; Komariya, Siti; Pramudyo, Gani Nur
Sabda: Jurnal Kajian Kebudayaan Vol 20, No 2 (2025): Sabda: Jurnal Kajian Kebudayaan Vol. 20 No. 2
Publisher : Fakultas Ilmu Budaya Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/sabda.20.2.12-24

Abstract

The purpose of this study is to evaluate the effectiveness of digital media in building cultural narratives while strengthening the position of UMKM products in the creative economy ecosystem. The method used is a mixed-methods approach, which combines qualitative and quantitative approaches simultaneously. Qualitative data were collected through semi-structured interviews, participant observation, and visual documentation, while quantitative data were obtained from social media insights, website metrics, and e-commerce performance. The literature review includes Aristotle's rhetorical theory (ethos, pathos, logos), the concept of MSME digitalization, and the eco-cultural storytelling approach. The results of the study show that digital media not only function as a promotional tool but also as a medium for preserving culture and forming the identity of local products. The rhetorical strategy applied was successful in creating emotional, logical, and credible engagement with the audience. In conclusion, the integration between technology and cultural values through a marketing rhetoric approach is able to build sustainable MSME positioning while strengthening a more meaningful digital cultural ecosystem.
Co-Authors A'la, Muhammad Faishal Rofiqil Agustin, Evi Yanti Aliffianto, Diaz Restu Arshanda, Rivalin Asykariya, Ifroh Alfi Citra P, Gusti Ayu Radeni Devitasari, Rafaela Tiara Dyani Prades Pratiwi Handaka, Theresia Rachel Aurelia Hawa, Andina Meutia Inzaghi, Muhammad Rizky Ken Widyatwati Kentjana, Berliana Dhanieta Tirta Khothibul Umam Laura Andri Retno Martini Malik, Ghiyats Al Mukafi, Muhammad Hamdan Nasution, Irzan Althaf Munif Nurul Qarimah , Aryana Patricia, Aretha Hanny Prades Pratiwi, Dyani Pramudyo, Gani Nur Pratiwi, Anjar Pratiwi, Dyani Prades Purnomo, Mulyo Hadi Rachmadhani, Aulia Rafsanjani, Singgasana Ratu Zahra Ramadan, Alvito Arief REDYANTO NOOR Rondiati, Choerud Salsabila Saputri, Novellia Shafa Nur Tedja, Muthia Fakhira Utama, Faisal Tri Wahyuningsih, Sari Puspita Widyasari, Sherly Gratia