Optimalisasi Komunikasi Pemasaran Digital UMKM melalui Strategi Media Digital: Studi pada Dimsum-Mix Bekasi
Abstract
Transformasi digital telah mengubah pola komunikasi pemasaran pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia. Perubahan perilaku konsumen yang semakin bergantung pada media digital menuntut pelaku UMKM untuk mengembangkan strategi komunikasi pemasaran yang adaptif, efektif, dan berorientasi pada keterlibatan pelanggan. Penelitian ini bertujuan menganalisis strategi komunikasi pemasaran digital yang diterapkan oleh UMKM Dimsum-Mix dalam meningkatkan pemasaran produk melalui pemanfaatan media digital. Penelitian menggunakan pendekatan kualitatif dengan paradigma konstruktivisme. Data diperoleh melalui wawancara mendalam, observasi, serta dokumentasi terhadap pemilik usaha dan konsumen Dimsum-Mix. Analisis data dilakukan menggunakan teknik reduksi data, penyajian data, dan penarikan kesimpulan melalui proses triangulasi sumber. Hasil penelitian menunjukkan bahwa pemanfaatan media digital mampu meningkatkan efektivitas komunikasi pemasaran melalui penggunaan media sosial, marketplace, konten visual, promosi digital, serta interaksi langsung dengan konsumen. Strategi tersebut tidak hanya meningkatkan jangkauan pasar, tetapi juga memperkuat hubungan dengan pelanggan melalui komunikasi dua arah yang lebih intensif. Temuan penelitian juga menunjukkan bahwa implementasi model AISAS (Attention, Interest, Search, Action, Share) menggambarkan perubahan perilaku konsumen digital yang aktif mencari informasi, melakukan pembelian, hingga membagikan pengalaman konsumsi melalui media sosial. Dalam konteks perkembangan ekonomi digital Indonesia, keberhasilan UMKM tidak lagi hanya ditentukan oleh kualitas produk, tetapi juga kemampuan membangun komunikasi pemasaran digital yang berkelanjutan, responsif, dan berbasis pengalaman pelanggan. Penelitian ini memberikan kontribusi praktis bagi pelaku UMKM dalam mengembangkan strategi komunikasi pemasaran digital yang lebih adaptif terhadap perubahan perilaku konsumen di era ekonomi digital.
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