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All Journal SOSIO EDUKASI Jurnal Studi Masyarakat dan Pendidikan Jurnal Pendidikan Sosial Keberagaman (JURIDIKSIAM)
Putri, Rohin Novia Maydi
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Arts Humanities Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Strategi Pemberdayaan Komunitas Lombok Influencer Dalam Meningkatkan Digital Marketing di Kota Mataram Putri, Rohin Novia Maydi; Syafruddin; Malik, Imam; Suud
Jurnal Pendidikan Sosial Keberagaman Vol. 11 No. 2 (2024): Juridiksiam: Jurnal Pendidikan Sosial Keberagaman
Publisher : Jurusan P. IPS, FKIP, Universitas Mataram

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Abstract

Perkembangan teknologi membawa perubahan besar bagi kemajuan hidup manusia. Penggunaan media digital dalam perkembangan teknologi lebih efektif dan efisien berbasis komunitas terutama dalam melakukan pemasaran secara online (digital marketing). Penelitian ini bertujuan untuk: (1) mengetahui dan mengidentifikasi program pemberdayaan komunitas Lombok Influencer, (2) mengetahui dan menganalisis strategi pemberdayaan komunitas Lombok Influencer dalam meningkatkan digital marketing di Kota Mataram. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data yang digunakan yaitu observasi, wawancara, dan dokumentasi. Teknik analisis data dalam penelitian ini menggunakan teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian ini menemukan bahwa program pemberdayaan komunitas Lombok Influencer, yaitu: Program pelatihan keterampilan berupa pelatihan keterampilan komunikasi, pelatihan keterampilan teknik membangun start-up, dan pelatihan keterampilan editing video konten marketing, Program penghargaan dan pengakuan berupa acara awarding night influencer. Kemudian strategi pemberdayaan komunitas Lombok Influencer, yaitu: (1) membangun hubungan yang kuat dan autentik berupa interaksi aktif antara manajemen dan anggota komunitas, (2) sediakan sumber daya dan dukungan berupa pemberian pelatihan keterampilan, menyediakan website komunitas, berkolaborasi dengan pelaku usaha, dan program penghargaan komunitas, (3) memfasilitasi konten yang kreatif berupa kebebasan membuat konsep konten, dan pemberian proyek digital marketing berkelompok, (4) pemberian insentif berupa penyediaan rate card komunitas dalam pemberian komisi, (5) monitoring kinerja berupa pengawasan progres kinerja anggota, (6) memberikan pengakuan publik berupa mempromosikan konten digital marketing anggota komunitas di sosial media. Kata Kunci: Strategi Pemberdayaan; Komunitas Lombok Influencer; Digital Marketing.
STRATEGI PEMBERDAYAAN KOMUNITAS LOMBOK INFLUENCER DALAM MENINGKATKAN DIGITAL MARKETING DI KOTA MATARAM Putri, Rohin Novia Maydi; Syafruddin, Syafruddin; Malik, Imam; Suud, Suud
SOSIO EDUKASI Jurnal Studi Masyarakat dan Pendidikan Vol. 8 No. 2 (2025): SOSIO EDUKASI Jurnal Studi Masyarakat dan Pendidikan
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/sosedu.v8i2.29290

Abstract

This research aims to: (1) identify and analyze the community empowerment programs of Lombok Influencer, (2) understand and analyze the community empowerment strategies of Lombok Influencer in enhancing digital marketing in the city of Mataram. This research uses a qualitative approach with a case study method. The data collection techniques used are observation, interviews, and documentation. The data analysis techniques in this research use data reduction, data presentation, and conclusion drawing techniques. The results of this study found that the Lombok Influencer community empowerment program includes: Skill training programs such as public speaking, voice over, start-up design, and digital creative skills training, as well as recognition and appreciation programs in the form of an influencer awarding night event. Then the community empowerment strategy of Lombok Influencer is building strong and authentic relationships through active interactions between management and community members in WhatsApp groups, organizing meetings with influencers; (2) providing resources and support in the form of skill training, community website provision, collaboration with business actors, community reward programs, (3) facilitating creative content in the form of freedom to create content concepts, and providing group digital marketing projects, (4) providing incentives in the form of community rate cards for commission distribution; (5) providing public recognition by promoting community members digital marketing content on social media, organizing influencer appreciation events. (6) performance monitoring in the form of controlling the progress of members performance.
Co-Authors Suud Suud Suud, Suud Syafruddin Syafruddin Syafruddin