Jessy Virli Yusalsyahris Rachmaniar, - (2023) PEMBERDAYAAN ANGGOTA KOMUNITAS LOCAL HERO IBUN MAJALAYA DALAM LITERASI BISNIS DIGITAL MARKETING MELALUI INTERVENSI KOMUNITAS. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penggunaan akses internet masyarakat Indonesia mengalami peningkatan. Namun, peningkatan ini masih diikuti dengan adanya kesenjangan digital dalam bentuk praktik bisnis digital. Salah satu kesenjangan digital terjadi pada masyarakat Kecamatan Ibun yang tergabung kedalam Komunitas Local Hero. Metode penjualan dan pemasaran Komunitas Local Hero masih melalui metode konvensional atau dari mulut ke mulut serta melalui pesan digital pribadi. Berbagai upaya dilakukan untuk mengatasi kesenjangan salah satunya dengan pemberdayaan melalui intervensi komunitas. Penelitian ini bertujuan untuk mendeskripsikan proses persiapan, proses pelaksanaan, serta hasil program pemberdayaan. Pendekatan penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Pengumpulan data menggunakan teknik wawancara, observasi, dokumentasi. Penentuan informan penelitian menggunakan purposive sampling dengan jumlah 4 orang yakni satu orang fasilitator, dua orang anggota komunitas, dan satu orang ketua komunitas. Hasil penelitian yaitu: 1) proses persiapan program meliputi penyusunan pendekatan pemberdayaan, pemetaan sumber daya manusia, pengenalan komunitas sasaran, penyediaan sarana prasarana, dan sosialisasi program, 2) proses pelaksanaan program meliputi assessment kebutuhan komunitas, perencanaan program, pelaksanaan program, dan 3) hasil program pemberdayaan ditunjukkan dengan adanya aktivitas pemasaran daring (digital marketing) oleh Komunitas Local Hero melalui sosial media Instagram, pemasaran daring dengan menggunakan fitur status pada WhatsApp, serta pemasaran daring melalui website. Indonesian people's use of internet access has increased. However, this increase is still accompanied by a digital divide in the form of digital business practices. One of the digital gaps occurs in the people of Ibun District who are members of the Local Hero Community. The sales and marketing method for the Local Hero Community is still through conventional methods or word of mouth as well as through personal digital messages. Various efforts have been made to overcome the gap, one of which is empowerment through community intervention. This research aims to describe the preparation process, implementation process, and results of program empowerment. The research approach uses a qualitative approach with descriptive methods. Data collection uses interview techniques, observation, documentation. Determining research informants used purposive sampling with a total of 4 people, namely one facilitator, two community members, and one community leader. The results of the research are: 1) the program preparation process includes an empowerment approach, human resource mapping, introduction to target communities, provision of infrastructure, and program socialization, 2) program implementation process includes assessment of community needs, program planning, program implementation, and 3) results The empowerment program is realized through online marketing activities (digital marketing) by the Local Hero Community via Instagram social media, online marketing using the status feature on WhatsApp, as well as online marketing via the website.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Scholar: https://scholar.google.com/citations?view_op=new_profile&hl=en ID Sinta Dosen Pembimbing ID SINTA Dosen Pembimbing: VIENA RUSMIATI HASANAH : 257089 DETI NUDIATI : 6711363 |
| Uncontrolled Keywords: | Pemberdayaan, Intervensi Komunitas, Literasi Bisnis Digital, Digital Marketing |
| Subjects: | H Social Sciences > H Social Sciences (General) L Education > L Education (General) L Education > LC Special aspects of education |
| Divisions: | Fakultas Ilmu Pendidikan > Pendidikan Masyarakat-S1 |
| Depositing User: | Jessy Virli Yusalsyahris Rachmaniar |
| Date Deposited: | 26 Sep 2023 09:17 |
| Last Modified: | 26 Sep 2023 09:17 |
| URI: | http://repository.upi.edu/id/eprint/108310 |
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