Hamzah, Nur Rahmah Safarina and Prof. Dr. Ir. Budi Setiawan, MS. and Hery Toiba, SP., MP., Ph.D. (2022) Efektivitas Promosi Bahan Pangan Organik di Media Sosial Instagram dalam Masa Pandemi Covid-19 (Studi Kasus terhadap PT. Kreasi Nostra Mandiri). Magister thesis, Universitas Brawijaya.
Abstract
Pandemi Covid-19 yang berlangsung sejak awal 2020 menyebabkan banyak sektor hidup manusia terdampak secara signifikan, salah satunya adalah perekonomian. Banyak dari pelaku usaha konvensional yang masih sangat bergantung pada pola pemasaran langsung (Direct Marketing) harus melakukan efisiensi sumber daya manusia hingga penghentian produksi guna meminimalisir potensi kerugian hingga kebangkrutan. Hal ini juga berlaku bagi petani maupun produsen bahan pangan yang masih memanfaatkan sistem pemasaran dan penjualan konvensional seperti menggelar lapak dipasar atau mendistribusikan ke toko-toko sekitar. Terlebih saat kebijakan Pemberlakuan Pembatasan Aktivitas Masyarakat (PPKM) diterapkan oleh pemerintah Indonesia, bukan hanya produsen yang mengalami kesulitan, namun konsumen juga harus berpikir keras agar dapat memenuhi asupan sehari-harinya. Meskipun mayoritas pelaku UMKM harus mengalami kerugian pada saat Pandemi Covid-19 terjadi, pelaku usaha yang telah mengintegrasikan penggunaan teknologi internet dan digitalisasi dalam proses pemasaran dan penjualannya (e-commerce) justru mengalami peningkatan keuntungan yang sangat signifikan, salah satunya adalah Sayurbox yang merupakan brand dari PT. Kreasi Nostra Mandiri. Sayurbox merupakan salah satu e-commerce yang fokus pada penyediaan bahan pangan utamanya bahan pangan organik sejak 2016 dengan tujuan untuk memperbaiki rantai pasok pertanian di Indonesia. Beberapa faktor yang meyebabkan peningkatan penjualan Sayurbox dibanding e-commerce lainnya diantaranya adalah karena trend healthy lifestyle yang meningkat saat pandemi (Eyinade et.al, 2021; Bhattarai, 2019) serta kesadaran masyarakat untuk mengonsumsi bahan pangan organik meskipun terbilang lebih mahal (Ha et.al, 2019). Selain itu faktor masifnya penggunaan sosial media seperti Facebook, Twitter, Youtube, dan Instagram oleh Sayurbox dalam mempromosikan produknya juga menjadi pemicu peningkatan popularitas dan penjulannya.Instagram menjadi salah satu media sosial Sayurbox yang paling banyak pengikutnya, bahkan jika dibandingkan dengan brand serupa lainnya.
English Abstract
The Covid-19 pandemic, which has been going on since early 2020, has significantly impacted many sectors of human life, one of which is the economy. Many of the conventional businesses which are still very dependent on direct marketing has to make human resource efficiency up to the stoppage of production in order to minimize potential losses to bankruptcy. This also applies to farmers and food producers who still use conventional marketing and sales systems, such as holding stalls in the market or distributing them to local shops. Especially when the Government of Indonesia implemented the Policy for Restricting Community Activities (PPKM), not only the producers who experienced difficulties, but consumers also had to think hard to be able to meet their daily intake. Even though the majority of UMKM had to suffer losses when the Covid-19 Pandemic occurred, businesses which integrate the use of internet technology and digitization in their marketing and sales (e-commerce) processes have been experiencing very significant increases in profits, one of which is Sayurbox which is a brand from PT. Nostra Kreasi Mandiri. Sayurbox is an e-commerce that has focused on providing foods, especially organic foods, since 2016 with the aim of improving the agricultural supply chain in Indonesia. Several factors have caused an increase in Sayurbox sales compared to other e-commerce, including the trend of healthy lifestyles which increased during the pandemic (Eyinade et.al, 2021; Bhattarai, 2019) and public awareness to consume organic foods, even though it is somewhat more expensive (Ha et. al, 2019). Besides that, the massive use of social media such as Facebook, Twitter, Youtube, and Instagram by Sayurbox in promoting its products has also triggered an increase in its popularity and sales. Instagram is one of Sayurbox's social media that has the most followers, even when compared to other similar brands.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0422040068 |
| Uncontrolled Keywords: | Sayurbox, Efektivitas Promosi, AISAS, Instagram, Sayurbox, Promotion Effectiveness, AISAS, Instagram |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture > 338.16 Production efficiency |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | PKN 01 UB |
| Date Deposited: | 09 Jun 2023 06:26 |
| Last Modified: | 09 Jun 2023 06:26 |
| URI: | http://repository.ub.ac.id/id/eprint/201332 |
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Text (DALAM MASA EMBARGO)
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