STRATEGI PENGGUNAAN MEDIA DIGITAL DALAM PROMOSI KERAJINAN PARANG SUMBAWA (STUDI KASUS KOMUNITAS PANDAI BESI DESA LESENG, KECAMATAN MOYO HULU)

Abstract

In the digital era, it is important for business units to rely on the internet to be able to
survive and expand into a wider market. In its use, digital media
must be supported by a good strategy, so that the product can be competitive.
Leseng Village is a center for machete craftsmen in Sumbawa who also make use of it
digital media for marketing. The media they use are Facebook and
WhatsApp, but in marketing it has not been maximized in digital marketing. This matter
as evidenced by the absence of an official community account / blog of machete crafter, however
just use a personal account. So based on these problems,
The research was conducted aimed at examining the extent of the craftsmen
maximize the use of digital media in supporting the promotion of machetes
Sumbawa.
This research uses qualitative methods with a case study approach. Research
conducted in Leseng Village, MoyoHulu District with a research period of
September-March 2020. The informant from the study was a machete craftsman
using digital media in marketing its products. Discussion analysis
using the theory of Tom Duchan in marketing communications.
The results of the research in the village of Leseng contained 31 groups of machete craftsmen, and those
only 3 groups of machete craftsmen used digital media. Usage strategy
the media by machete craftsmen when analyzed using theory has not applied
the concept. In theory there are 4 stages, the first is the target of the media, not the machete craftsmen
determine specific target consumers. The second goal of the media, media design
using Facebook and WhatsApp but using their respective personal accounts. The third strategy, the strategy they are doing is just spreading the message to
groups / pages on Facebook. The fourth is media scheduling, not machete craftsmen
have the best time to do promotions.