Strategi Komunikasi Pemasaran Lapak Ganjar Untuk Promosi UMKM Di Jawa Tengah Oleh Gubernur Ganjar Pranowo Selama Pandemi

Hermawan, Rio Candra and , Sidiq Setyawan, M.I.Kom (2022) Strategi Komunikasi Pemasaran Lapak Ganjar Untuk Promosi UMKM Di Jawa Tengah Oleh Gubernur Ganjar Pranowo Selama Pandemi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The Covid-19 pandemic has made various sectors experience negative impacts, including UMKM, the implementation of community activities to reduce the spread of Covid-19. A digital marketing communication strategy is needed because it is considered more efficient and inexpensive and has a wider reach. Digital marketing communication strategies are also applied in the Lapak Ganjar process, because by using Instagram. Lapak Ganjar is a program created by the Governor of Central Java, Ganjar Pranowo by utilizing his personal Instagram with a number of followers reaching 3.9 million to promote products from UMKM in Central Java. The purpose of this study was to find out how the marketing communication strategy was carried out by the Governor of Central Java, Ganjar Pranowo, to encourage the development of UMKM in Central Java during the pandemic through the Lapak Ganjar program on Instagram. This research is a qualitative research with a descriptive analysis approach. This study uses interviews, observation and documentation to obtain data. Based on the research, there is the concept of AISAS in the reward process. The AISAS concept is used because in this process, consumers are given full rights in determining the decision to purchase UMKM products which are marketed through Lapak Ganjar through Instagram. Consumers can also provide reviews of the products they buy through their own social media. It is known that UMKM actors get more benefits after participating in the Lapak Ganjar program, both from the results of selling their products and increasing consumers who know the UMKM. This is because Lapak Ganjar can be a medium that connects consumers with producers, so that consumers know UMKM that they have never known before. Lapak Ganjar also increases consumer confidence in producers, this is because the Lapak Ganjar program has earned the trust of its followers. This trust arises because Ganjar has also become an opinion leader for the people in Central Java. However, even though in terms of sales it was found an increase in the number of products sold, but from the number of followers on Instagram accounts of UMKM actors, there was no significant increase, even a decrease in the number of followers.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Marketing Communication Strategy, AISAS, Public Relations, Instagram
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	RIO CANDRA HERMAWAN
Date Deposited:	16 Jul 2022 02:30
Last Modified:	16 Jul 2022 02:30
URI:	http://eprints.ums.ac.id/id/eprint/101425

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