Strategi komunikasi rumah kreatif sleman dalam upaya pengembangan UMKM di era ekonomi digital

Authors

  • Reinalda Destriana Putri Komunitas Film Movie Editor Ahmad Dahlan

DOI:

https://doi.org/10.12928/commicast.v1i1.2412

Abstract

Penelitian ini membahas tentang strategi komunikasi Rumah Kreatif Sleman dalam upaya mengembangkan UMKM di Era ekonomi digital. Strategi meliputi komunikator, pesan, media, komunikan serta efek. Era revolusi industri 4.0. telah mendistraksi banyak hal salah satunya pola perdagangan konvensional menjadi online atau yang biasa disebut dengan ekonomi digital. Oleh karena itu Rumah Kreatif Sleman hadir sebagai wadah yang memfasilitasi dan membantu pengembangan UMKM di era ekonomi digital.

Metode penelitian yang digunakan adalah metode penelitian kualitatif. Teori yang digunakan adalah teori Harold D. Laswell tentang strategi komunikasi yang mencakup lima komponen yakni komunikator, pesan, komunikan, media serta efek. Pengambilan data menggunakan teknik wawancara dan dokumentasi. Lokasi penelitian dilakukan di Rumah Kreatif Sleman, Roeby House, Lien’s Snack and Cookies dan Pawiro Chocolate.

Hasil penelitian tersebut adalah komunikator dipilih melalui rapat bersama, sedangkan pesan disusun dengan tujuan menarik perhatian UMKM untuk bergabung serta memberi pemahaman. Komunikan ditentukan dari usaha yang berdiri di Sleman. Media yang digunakan terbagi menjadi dua yakni media eksternal dan internal. Capaian dari proses strategi komunikasi tersebut cukup positif, terbukti dengan selalu bertambahnya anggota UMKM yang bergabung. Selain itu UMKM mampu mengembangkan usahanya baik secara online maupun offline.

References

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Published

2020-07-03

Issue

Vol. 1 No. 1 (2020): March

Section

Articles

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