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All Journal Samvada: Jurnal Riset Komunikasi, Media, dan Public Relation Waisya : Jurnal Ekonomi Hindu
Satyadinatha, I Nyoman Dhani
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Religion Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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OPTIMALISASI DIGITAL MARKETING SEBAGAI STRATEGI KOMUNIKASI DALAM PEMASARAN UMKM DI ERA INDUSTRI 5.0 Satyadinatha, I Nyoman Dhani; Yasa, Komang Widya Purnama
Waisya : Jurnal Ekonomi Hindu Vol 3 No 1 (2024)
Publisher : Institut Agama Hindu Negeri Gde Pudja Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53977/jw.v3i1.1604

Abstract

Optimizing Digital Marketing as a Communication Strategy in Marketing MSMEs in the Era of Industry 5.0 will provide insight into the things that must be done by MSME players to further utilize digital media. The research method uses a qualitative descriptive approach with primary data sources obtained from Nusantara Ice Tea MSME consumers and their Website and Social Media activities. The location of this research is in Mataram City, specifically only at UMKM Es Teh Nusantara. This research discusses Digital Marketing and its Role in MSME Marketing, Industrial Transformation 5.0 and its Impact on MSME Marketing Strategies, and Optimizing Digital Marketing as a Communication Strategy in MSME Marketing. The data obtained from is sourced from 10 MSME Es Teh Nusantara Outlets. The importance of this is discussed in order to be able to provide insight to MSME players in the industrial 5.0 era regarding the use of digital marketing as a communication strategy that is able to make a significant increase in sales at low cost costs, but it is also necessary to collaborate with related parties who are creative in the field of promotion to increase product attractiveness to consumers.
STRATEGI KOMUNIKASI MEDIA MASSA MENGEKSPLORASI PERAN GENERASI Z DAN MILENIAL DALAM MENDORONG PERTUMBUHAN EKONOMI HIJAU Satyadinatha, I Nyoman Dhani; Purnama Yasa, Komang Widya; Dharma Yanti, I Wayan Alinda
Samvada : Jurnal Riset Komunikasi, Media, dan Public Relation Vol 4 No 1 (2025): Samvada Mei 2025
Publisher : IAHN Gde Pudja Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53977/jsv.v4i1.2499

Abstract

The green economy is a form of paradigm shift in society about the importance of a more environmentally friendly future, especially for generation Z and Millennials. Mass media has an influence in presenting information and shaping people's views, especially regarding the green economy. This research will examine how mass media communication strategies explore the role of generation z and millennials in encouraging green economic growth. This research uses a descriptive qualitative method with data collection techniques in the form of non-participant observation, semi-structured interviews, and documentation analysis. The research location is Mataram City Mass Media with a focus on Suara NTB, Lombok Post and Radar Lombok. Informant selection technique with purposive sampling. This research also uses the News Factory Model and Audience Reception Theory approaches. The results showed that newspapers are not the phase for Generation Z and Millennials so that the mass media in encouraging green economic growth news that follows the current generation's social media trends (Instagram, Tiktok, Youtube, Reel, and Podcast) so that it demands conventional mass media to be digital. The results of mass media coverage must be measured for effectiveness to determine the interest of news by this group. So that the challenges regarding the green economy for mass media to news viewers, especially young people, can be minimized through infrastructure.
Co-Authors Dharma Yanti, I Wayan Alinda Purnama Yasa, Komang Widya Yasa, Komang Widya Purnama