Strategi Adaptasi Kelompok Wanita Tani (KWT) Sri Rejeki Pada Masa Pandemi Covid-19 Melalui Digital Marketing Produk Olahan Pertanian (Kasus di Kelurahan Sidorejokidul Kecamatan Tingkir Kota Salatiga).

Pramita, Yeni and Prof.Dr.Ir. Keppi Sukesi,, MS. and Reza Safitri,, S.Sos., M.Si., Ph.D. (2022) Strategi Adaptasi Kelompok Wanita Tani (KWT) Sri Rejeki Pada Masa Pandemi Covid-19 Melalui Digital Marketing Produk Olahan Pertanian (Kasus di Kelurahan Sidorejokidul Kecamatan Tingkir Kota Salatiga). Magister thesis, Universitas Brawijaya.

Abstract

Pandemi Covid-19 telah berdampak pada perubahan sosial ekonomi secara global termasuk pada KWT Sri Rejeki. KWT Sri Rejeki memiliki produk unggulan olahan pangan lokal yang sudah menggunakan sentuhan modern dalam packagingnya namun penjualan masih jauh diatas rata-rata saat sebelum pandemi. Penelitian ini bertujuan untuk merumuskan strategi adaptasi KWT Sri Rejeki melalui Digital Marketing. Penelitian menggunakan action research untuk memperoleh pengetahuan sekaligus melakukan tindakan untuk menciptakan perubahan pada KWT Sri Rejeki. Wawancara secara mendalam dan observasi dilapang untuk mendapatkan diagnosa permasalahan agar dapat menentukan rencana tindakan, pelaksanaan dan melakukan evaluasi. Analisa data menggunakan In Vivo Coding yang kemudian dilanjutkan Pattern Coding dengan menggunakan kata-kata pendek atau frasa pendek yang diperoleh melalui kalimat informan. Hasil penelitian menunjukkan Terdapat perubahan dan dampak sosial ekonomi pandemi COVID-19 terhadap pemasaran produk Kelompok Wanita Tani yaitu secara social perubahan ini berupa adanya Pembatasan Berskala Besar (PBB). Social distancing, mencuci tangan pakai sabun, penggunaan hand sanitizer, pemakaian masker dalam setiap aktivitas. Perubahan social ini juga berdampak pada penurunan omset penjualan produk KWT Sri Rejeki secara signifikan. Selain penurunan omset juga berdampak pada keterbatasan komunikasi dan diskusi antar anggota sehingga KWT Sri Rjeeki merasa kurang maksimal dalam melakukan koordinasi menggunakan media whatsapp group. Sedangkan dampak secara ekonomi adalah pekerjaan, pendapatan, kebutuhan dan onlineshop. Pola adaptasi Kelompok Wanita Tani (KWT) pada masa pandemic Covid-19 melalui digital marketing terdapat 4 tahapan yaitu Honeymoon pada tahap ini KWT Sri Rejeki sangat antusias dengan inovasi baru dalam pemasaran produk melalui Digital Marketing, kemudian tahap selanjutnya yaitu frustration pada tahap ini rasa antusias KWT berubah menjadi rasa frustasi karena realita yang di harapkan tidak sesuai dengan espektasi karena mereka masih kesulitan untuk beradaptasi dengan digital marketing sebagai alat pemasaran produk olahan pertanian. Tahap selanjutnya yaitu readjustment dimana KWT Sri Rejeki sudah mulai sadar dan terbuka untuk memahami bahwasanya mereka sudah memasuki babak baru dalam perjalanan usaha olahan pada masa pandemic Covid-19 dan tahap terakhir yaitu Resolution dimana KWT Sri Rejeki ini berada pada fase pilihan (1) Full participation :dimana KWT Sudah merasa nyaman dengan digital marketing dan akan menerapkan secara penuh sebagai alat pemasaran produk olahan pertanian (2)Accomodation KWT bisa menerima digital marketing sebagai alat pemasaran produk olahan pertanian dengan beberapa catatan (3) Fight KWT Sri Rejeki tidak merasa nyaman namun tetap berusha untuk berjuang agar dapat beradaptasi dengan digital marketing sebagai alat pemasaran yang akan digunakan (4) Fligh dikondisi ini KWT Sri Rejeki memilih untuk meninggalkan atau tidak bersinggungan dengan digital marketing karena dianggap sulit untuk beradaptasi dan tidak memberikan benefit pada KWT. Pada fase resolution inilah sebagian besar KWT Sri Rejeki memilih untuk full participation yang artinya mereka memutuskan untuk belajar digital marketing secara serius dan berkelanjutan agar KWT Sri Rejeki mampu beradaptasi dengan baik di masa pandemic maupun pasca pandemic melalui digital marketing. Strategi adaptasi digital marketing sebagai penanggulangan pandemi COVID-19 di KWT Sri Rejeki yaitu dengan melakukan Marketing Analysis (menggunakan analisis kanvas strategi) Marketing Formulation (penetapan tujuan pasar, penargetan segmentasi pasar, penentuan posisi pasar, dan pemilihan strategi), dan Marketing implementation (strategi produk, setrategi harga, setrategi distribusi, setrategi promosi, setrategi tenaga penjualan, dan setrategi pelayanan). Dari hasil penelitian tersebut Adanya pandemic Covid-19 menjadi moment akselerasi digital marketing pada kelembagaan KWT Sri iv Rejeki yang memiliki bidang usaha olahan produk pertanian untuk dapat mengakses pasar lebih luas secara berkelanjutan.

English Abstract

The Covid-19 pandemic has had an impact on socio-economic changes globally, including KWT Sri Rejeki. KWT Sri Rejeki has superior local processed food products that have used a modern touch in their packaging, but their sales are still far above the prepandemic average. This study aims to formulate an adaptation strategy for KWT Sri Rejeki through Digital Marketing. Research uses action research to gain knowledge as well as take action to create change in KWT Sri Rejeki. In-depth interviews and field observations to get a diagnosis of the problem in order to determine action plans, implement and evaluate. Data analysis used In Vivo Coding which was then followed by Pattern Coding using short words or short phrases obtained through the informant's sentences. The results of the study show that there have been changes and the socioeconomic impact of the COVID-19 pandemic on the marketing of Women Farmer Group products, namely social change in the form of Large-Scale Restrictions (PBB). Social distancing, washing hands with soap, using hand sanitizers, wearing masks in every activity. This social change also resulted in a significant decrease in sales turnover of KWT Sri Rejeki products. In addition, the decrease in turnover also had an impact on limited communication and discussion between members so that KWT Sri Rjeeki felt that he was not optimal in coordinating using the whatsapp group media. While the economic impact is employment, income, needs and online shop. The adaptation pattern of the Women Farmers Group (KWT) during the Covid-19 pandemic through digital marketing had 4 stages, namely Honeymoon at this stage KWT Sri Rejeki was very enthusiastic about new innovations in product marketing through Digital Marketing, then the next stage was frustration at this stage enthusiasm KWT turned into frustration because the expected reality did not match expectations because they still had difficulty adapting to digital marketing as a marketing tool for processed agricultural products. The next stage is readjustment where KWT Sri Rejeki has begun to be aware and open to understanding that they have entered a new chapter in the process of processing businesses during the Covid-19 pandemic and the final stage is Resolution where KWT Sri Rejeki is in the choice phase (1) Participation full: where KWT already feels comfortable with digital marketing and will fully implement it as a marketing tool for processed agricultural products (2) Accommodation KWT can accept digital marketing as a marketing tool for processed agricultural products with several notes (3) Fight KWT Sri Rejeki does not feel comfortable but keep trying to struggle to be able to adapt to digital marketing as a marketing tool that will be used (4) Fligh in this condition KWT Sri Rejeki chose to leave or not intersect with digital marketing because it was considered difficult to adapt and did not provide benefits to KWT. It was in this resolution phase that most KWT Sri Rejeki chose to fully participate, which means they decided to study digital marketing seriously and sustainably so that KWT Sri Rejeki was able to adapt well both during the pandemic and post-pandemic through digital marketing. The digital marketing adaptation strategy as a response to the COVID-19 pandemic at KWT Sri Rejeki is by conducting a Marketing Analysis (using strategy canvas analysis), Marketing Formulation (setting market goals, targeting market segmentation, increasing market positions, and selecting strategies), and Marketing Implementation (strategy product strategy, price strategy, distribution strategy, promotion strategy, sales force strategy, and service strategy). From the results of this research, the existence of the Covid-19 pandemic has become a moment of accelerating digital marketing at the KWT vi Sri Rejeki institution, which has a business sector for processing agricultural products to be able to access a wider market in a sustainable manner.

Other obstract

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Item Type: Thesis (Magister)
Identification Number: 0422040073
Subjects: 300 Social sciences > 338 Production > 338.1 Agriculture
Divisions: S2/S3 > Magister Sosiologi, Fakultas Pertanian
Depositing User: PKN 01 UB
Date Deposited: 14 Jun 2023 02:10
Last Modified: 14 Jun 2023 02:10
URI: http://repository.ub.ac.id/id/eprint/201583
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