Digital Consumer Insight untuk Membangun Promosi bagi UKM di Lingkungan Tangerang Kota
Educational activities about digital consumer insight to build SME promotions in the Tangerang City environment are carried out to help micro and small-scale businesses in the Tangerang City environment to develop the businesses they run. This activity was attended by 22 participants and was held in Cibodas Village in March 2020. The method used is 1) counseling and introduction to online business development, especially regarding consumer behavior in the digital era, 2) education about the activities and stages that consumers go through in making purchase decisions on various online platforms, 3) tutorials for consumers targeting on online platforms, 4) tutorials on utilizing the results of analysis of consumer information to develop marketing communication strategies in online platforms, 5) interactive discussions, and 6) evaluation. In particular, business development is focused on promotional activities on online platforms by utilizing information about consumer behavior in the digital era. This information is the result of previous research on the "consumer journey on social media". The result of this community service activity is the development of participant understanding regarding consumer behavior on social media, increased understanding and ability of participants in utilizing various features and facilities of social media for business purposes, and increasing participants' ability to create business content on social media. In conclusion, it is known that community service activities aimed at increasing the understanding and technical capabilities of MSME actors need to be carried out and developed to support the empowerment of the micro, small, and medium industrial sector in Indonesia.
Briandana, R., Pribadi, E., & Balaya, S. (2020). Mapping The Convergence Trends of Television Broadcasting Media in Indonesia. Bricolage: Jurnal Magister Ilmu Komunikasi, 6(2), 147–158.
Dwityas, N. A. (2016). Komunikasi dan Pariwisata: Peran User Generated Content bagi Traveler dalam Media Sosial. JURNAL SIMBOLIKA: Research and Learning in Communication Study, 2(1).
Dwityas, N. A., Briandana, R., & Aulia, P. (2020). Consumer journey of culinary products through social media in Indonesia. Humanities and Social Science Review, 8(1), 306–314.
Dwityas, N. A., Mulyana, A., Hesti, S., Briandana, R., & Putrianti, M. K. (2020). Digital Marketing Communication Strategies: The Case of Indonesian News‘ Portals. International Journal of Economics and Business Administration, VIII(Issue 3), 307–316.
Gane, N., & Beer, D. (2008). New Media The Key Concept. Oxford, New York: Berg Publishers.
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer Engagement with Tourism Social Media Brands. Tourism Management, 59, 597–609.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.
Kim, W. G., Lee, C., & Hiemstra, S. J. (2004). Effects of an Online Virtual Community on Customer Loyalty and Travel Product Purchases. Tourism Management, 25(3), 343–355.
Mulyana, A., Briandana, R., & Rekarti, E. (2020). ICT and Social Media as a Marketing Communication Platform in Facilitating Social Engagement in the Digital Era. International Journal of Innovation, Creativity and Change, 13(5), 1–16.
Sidali, K. L., Kastenholz, E., & Bianchi, R. (2015). Food Tourism, Niche Markets and Products in Rural Tourism: Combining the Intimacy Model and The Experience Economy as a Rural Development Strategy. Journal of Sustainable Tourism, 23(8–9), 1179–1197.
Umkm.tangerangkota.go.id. (2020). UMKM di Kota Tangerang Bertambah Ribuan dalam Tiga Tahun [Internet]. Tersedia pada: https://umkm.tangerangkota.go.id/list-berita/berita/kFXi4e
Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198–208.
Copyright (c) 2021 Nindyta Aisyah Dwityas, Sri Hesti
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.