Main Article Content
Abstract
Seiring dengan perubahan perilaku masyarakat yang lebih menaruh perhatian pada internet masih menjadi
tantangan bagi UKM dalam memasarkan produk secara online. Konsumen lebih aktif mencari apa yang diinginkan
menggunakan media online, karena dapat mengakses berbagai informasi lebih mudah dari sebelumnya. Pada
intinya, digital marketing mampu mencakup kemampuan untuk melakukan banyak hal yang bisa menjangkau
konsumen, misalnya menjalankan konsep komunikasi pemasaran terpadu. Fokus masalah yang diangkat adalah
bagaimana UKM memanfaatkan penerapan digital marketing, serta strategi komunikasi pemasaran yang dilakukan
oleh pelaku UKM pada Komunitas Himpunan Pengusaha Muda Indonesia (HIMPI) di kota Bengkulu. Untuk
mengungkapkan persoalan tersebut penelitian ini menggunakan jenis penelitian kualitatif yang berguna untuk
memberikan fakta dan data mengenai penerapan digital marketing produk Himpunan Pengusaha Muda Indonesia
(HIMPI) di kota Bengkulu kemudian data tersebut dianalisis dengan pendekatan grounded theory yang
memberikan pengembangan terhadap bidang kajian penelitian. Kemudian teknik pengumpulan data menggunakan
teknik wawancara, dokumentasi, dan observasi. Teknik analisis data dengan reduksi data, penyajian data dan
penarikan kesimpulan. Sedangkan teori yang digunakan dalam penelitian ini adalah teori komunikasi pemasaran
terpadu.
Kata Kunci: Digital Marketing, Strategi Komunikasi Pemasaran Terpadu, UKM, HIMPI.
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References
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- Ronningstam, E. J. P. d. (2005). Narcissistic personality disorder. 277-327.
- Shao, Z. (2018). Antecedents of Trust in the Ridesharing Service: The Moderating Effect of User Experience. Paper presented at the PACIS.
- Sudarma, K. J. D. S. E. (2012). Analisis kesejahteraan berbasis kinerja melalui competency dan organizational citizenship behavior (OCB) pada tenaga administrasi studi kasus pada universitas negeri semarang (UNNES).
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References
DAFTAR PUSTAKA
Aldag, R., & Reschke, W. J. U. L. (2007). Employee Value Added: Measuring Discretionary Effort and Its Value to the Organization Center for Organization Effectiveness Inc.
Altuntas, S., & Baykal, U. J. J. o. n. s. (2010). Relationship between nurses’ organizational trust levels and their organizational citizenship behaviors. 42(2), 186-194.
Arshad, T., Zahra, R., Draz, U. J. A. J. o. B., & Society. (2016). Impact of customer satisfaction on image, trust, loyalty and the customer switching behavior in conventional and Islamic banking: evidence from Pakistan. 1(3), 154-165.
Brummelman, E., Thomaes, S., & Sedikides, C. J. C. D. i. P. S. (2016). Separating narcissism from self-esteem. 25(1), 8-13.
Debora, D. J. J. M. d. K. (2007). Pengaruh pemberdayaan kerja dan psikologis terhadap kepercayaan organisasional dan kepuasan kerja dosen tetap perguruan tinggi swasta. 8(2), 61-71.
Ellison, N. B., & Boyd, D. M. (2013). Sociality through social network sites. In The Oxford handbook of internet studies.
Gardner, D. G., & Pierce, J. L. J. J. o. M. P. (2011). A question of false self-esteem: Organization-based self-esteem and narcissism in organizational contexts. 26(8), 682-699.
Godkin, L., & Allcorn, S. J. H. R. D. R. (2009). Dependent narcissism, organizational learning, and human resource development. 8(4), 484-505.
Hazanah, A. (2018). The Impact Of School Organizational Commitment And Transformational Leadership On Organizational Citizenship Behavior (Ocb). Universitas Mataram,
Higgs, M. J. J. o. c. m. (2009). The good, the bad and the ugly: Leadership and narcissism. 9(2), 165-178.
Knight, D. H., Choudhury, V., & Kacmar, C. J. I. P. (2000). Trust in e-commerce vendors: a two-stage model. 54.
Organ, D. W. (1988). Organizational citizenship behavior: The good soldier syndrome: Lexington Books/DC Heath and Com.
Robbins, S. P., & Judge, T. A. (2010). Essentials of Organizational Behavior 10th Ed: Pearson Education.
Ronningstam, E. J. P. d. (2005). Narcissistic personality disorder. 277-327.
Shao, Z. (2018). Antecedents of Trust in the Ridesharing Service: The Moderating Effect of User Experience. Paper presented at the PACIS.
Sudarma, K. J. D. S. E. (2012). Analisis kesejahteraan berbasis kinerja melalui competency dan organizational citizenship behavior (OCB) pada tenaga administrasi studi kasus pada universitas negeri semarang (UNNES).
Suhartanti, L. J. J. R. M. B. D. K. (2016). Pengaruh kontrol diri terhadap narcissistic personality disorder pada pengguna Instagram di SMA N 1 Seyegan. 5(8).
Yildiz, M. L., Öncer, A. Z. J. I. J. o. B., & Science, S. (2012). Narcissism as a moderator of the relationship between organizational trust and organizational citizenship behaviour. 3(21).