Digital Promotion Media for the Ornamental Plants Trader During Covid-19 Pandemic
DOI:
https://doi.org/10.37826/spektrum.v11i1.432Kata Kunci:
computer mediated, communication, digital media, marketing communication, promotion mix digital promotionAbstrak
Pandemi Covid-19 yang tidak terkendali saat ini menjadi masalah besar yang menyebabkan banyak gerai ritel bangkrut, tidak seperti bisnis tanaman hias yang berkembang di Indonesia, karena semakin banyak orang yang mulai mengoleksi tanaman hias. Merawat tanaman hias menjadi tren baru untuk beraktivitas di rumah selama pandemi Covid-19. Para pelaku bisnis tanah air mulai menyadari pentingnya penerapan transformasi digital dalam perdagangan di tengah pandemi ini, karena semua aktivitas dilakukan dari rumah. Teori yang digunakan dalam penelitian ini adalah Teori Computer Mediated Communication (CMC) John December dan Teori Pierre Levy Teori Media Baru. CMC adalah proses komunikasi manusia melalui komputer yang melibatkan audiens dalam konteks tertentu, dan menggunakan media untuk tujuan tertentu. Pierre Lévy berpendapat bahwa media baru adalah sebuah teori yang membahas tentang perkembangan media. Pierre Levy melihat World Wide Web (www) sebagai lingkungan informasi yang terbuka. Fleksibel dan dinamis, memungkinkan orang mengembangkan orientasi pengetahuan baru. Metode penelitian ini adalah penelitian kualitatif. Paradigma yang digunakan dalam penelitian ini adalah konstruktivis. Data untuk penelitian ini dikumpulkan dengan mewawancarai informan. Hasil penelitian ini menunjukkan bahwa pedagang tanaman hias di Jalan Menara Anteve Kavling DKI Jakarta Barat menggunakan media digital untuk mempromosikan tanaman hiasnya. WhatsApp, Facebook, Instagram, YouTube, Shopee, Tokopedia, dan blog pribadi merupakan platform yang digunakan oleh para pedagang tanaman hias untuk mempromosikan tanaman hiasnya di pusat penjualan tanaman hias di Jalan Menara Anteve Kavling DKI Jakarta Barat. Saat melakukan promosi digital, merchant menggunakan smartphone secara eksklusif. Artinya para pedagang tanaman hias di Jalan Menara Anteve Kavling DKI Jakarta Barat kurang kreatif dan belum maksimal menggunakan berbagai sarana komunikasi yang terkomputerisasi.
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