Pemasaran Tanaman Hias Dalam Perspektif Ekologi Media Digital: Studi terhadap Kelompok Tani Bojongsari Baru Kota Depok
DOI:
https://doi.org/10.32493/jamh.v2i1.9258Abstract
Technological advances lead to changes in human behavior in conducting interactions and transactions. Market activity is within the palm of a hand in the digital age. Businesses are turning to the online market by utilizing digital technology and the internet. This research aims to analyze the digital marketing strategy of ornamental plant business actors from the perspective of digital media ecology. The author uses a descriptive qualitative research method with research location in ornamental plant farmer group Bojongsari Baru, Depok. The results of the study found that the group of ornamental plant farmers Bojongsari Baru has not been maximally utilizing digital marketing. Farmer groups position themselves as suppliers for business to business. The digital marketing strategy used by farmers group Bojongsari Baru ornamental plants by joining the marketplace such as Shopee, Tokopedia, and Bukalapak. Bojongsari Baru group also uses Instagram social media as a medium to market products. On the other hand, Bojongsari Baru farmer group does not make improvements in the quality and capability of human resources (groups) for the continuity of digital and online-based ornamental plant businesses.
Keywords: Media Ecology, Digital marketing, Ornamental Plants
Kemajuan teknologi menyebabkan terjadinya perubahan pada perilaku manusia dalam melakukan interaksi dan transaksi. Aktivitas pasar berada dalam genggaman tangan di era digital. Pelaku usaha beralih pada pasar online dengan memanfaatkan teknologi digital dan internet. Penelitian ini bertujuan untuk menganalisis strategi digital marketing pelaku usaha tanaman hias dalam perspektif ekologi media digital. Penulis menggunakan metode penelitian kualitatif deskriptif dengan lokasi penelitian pada kelompok tani tanaman hias Bojongsari Baru, Depok. Hasil penelitian menemukan bahwa kelompok tani tanaman hias Bojongsari Baru belum maksimal memanfaatkan digital marketing. Kelompok tani memposisikan diri sebagai supplier bagi pebisnis (business to business). Strategi digital marketing yang digunakan kelompok tani Tanaman hias Bojongsari Baru dengan bergabung di marketplace seperti Shopee, Tokopedia, dan Bukalapak. Kelompok Bojongsari Baru juga memanfaatkan media sosial Instagram sebagai medium untuk memasarkan produk. Pada sisi lain, kelompok tani Bojongsari Baru tidak melakukan peningkatan kualitas dan kapabilitas sumber daya manusia (kelompok) untuk kelangsungan bisnis tanaman hias berbasis digital dan online.
Kata kunci: Ekologi media, Digital marketing, Tanaman hias
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