Timotius Sudyanto Rongi

Strategi Komunikasi Digital Wirausahawan Muda Dikota Kupang Dalam Membangun Brand Lokal Di Era Media Sosial

Introduction

Strategi komunikasi digital wirausahawan muda dikota kupang dalam membangun brand lokal di era media sosial. Strategi komunikasi digital wirausahawan muda Kupang bangun brand lokal berbasis budaya di media sosial. Instagram, TikTok, storytelling, tantangan, rekomendasi dibahas.

Abstract

Meningkatnya pemanfaatan media sosial oleh wirausahawan muda di Kota Kupang menjadi fenomena menarik dalam membangun merek lokal berbasis budaya. Penelitian ini bertujuan untuk mengidentifikasi strategi komunikasi digital yang digunakan oleh pelaku usaha muda dalam membentuk brand lokal yang relevan dan berdaya saing. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik wawancara mendalam kepada lima informan utama pelaku UMKM muda di Kota Kupang. Hasil penelitian menunjukkan bahwa penggunaan platform seperti Instagram, WhatsApp Business, dan TikTok dimanfaatkan secara kreatif untuk menyampaikan nilai-nilai budaya lokal melalui narasi visual dan personal. Strategi storytelling berbasis kearifan lokal menjadi daya tarik utama dalam membangun kedekatan emosional dengan konsumen. Tantangan utama yang dihadapi antara lain adalah keterbatasan literasi digital, akses produksi konten, dan keterampilan promosi daring. Penelitian ini menyarankan adanya pelatihan pemasaran digital berbasis budaya lokal serta penguatan kolaborasi antar pelaku usaha muda dan komunitas kreatif di Kupang guna memperkuat ekosistem brand lokal secara berkelanjutan.

Review

This paper, "Strategi Komunikasi Digital Wirausahawan Muda Dikota Kupang Dalam Membangun Brand Lokal Di Era Media Sosial," delves into a highly pertinent and contemporary subject: the digital communication strategies employed by young entrepreneurs in Kupang to cultivate local brands in the era of social media. The study successfully identifies the burgeoning phenomenon of young business owners leveraging digital platforms to promote culturally-based local brands, highlighting the critical need to understand these dynamics within the current digital landscape. By adopting a qualitative descriptive approach, the research aims to pinpoint specific strategies used to foster competitive and relevant local brands. The methodology, centered on in-depth interviews with five key young SME entrepreneurs in Kupang, is well-suited for exploring the intricate nuances of communication strategies. The findings provide valuable insights, revealing how platforms like Instagram, WhatsApp Business, and TikTok are ingeniously employed to articulate local cultural values through compelling visual and personalized narratives. A particular strength emphasized is the strategic implementation of storytelling rooted in local wisdom (*kearifan lokal*), which effectively cultivates emotional bonds with consumers. This granular insight into platform-specific content creation and narrative development offers a clear depiction of how young entrepreneurs are adapting and thriving in the digital realm. While the research commendably identifies effective strategies, it also critically addresses the significant challenges encountered by these entrepreneurs, such as limitations in digital literacy, access to content production, and online promotion skills. The subsequent recommendations for culture-based digital marketing training and enhanced collaboration among young entrepreneurs and creative communities are both pertinent and actionable, suggesting concrete pathways for the sustainable development of local brand ecosystems in Kupang. This paper makes a valuable contribution by illuminating the complex interplay between digital media, entrepreneurship, and local culture, offering practical implications for policymakers and educators alike.

Full Text

Comments

You need to be logged in to post a comment.