Penerapan Metode Workshop dan Penelitian Dalam Meningkatkan Kemampuan Komunikasi Pemasaran Produk Olahan Singkong Alen-Alen di Desa Perlanaan

Authors

  • Khairul Fajar Universitas Islam Negeri Sumatera Utara
  • Elfi Yanti Ritonga Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.37329/ganaya.v7i4.3560

Keywords:

Marketing Communication, Cassava Processing

Abstract

Perlanaan Village is a potential village with abundant natural resources. One of the leading commodities in the village is cassava. Most of the MSMEs in Perlanaan Village produce alen-alen because they have promising business prospects. However, in practice, MSMEs have not been able to create good marketing conditions. MSMEs' limited knowledge in utilizing social networks is an inhibiting factor in the development of alen-alen businesses. This research was conducted in November - December 2023 in Perlanaan Village. This research aims to analyze marketing communication strategies in increasing sales of processed alen-alen cassava products in Perlanaan Village. The research method used is a case study. Data collection methods are carried out through interviews, observation and documentation. The data used in this research are primary data and secondary data. The sampling technique uses non-probability using purposive sampling. The respondents used consisted of a group of PKK women and 5 MSMEs. The data analysis method used is a qualitative descriptive analysis method. The research results show that the use of social media is a marketing communication strategy that is quite effective in attracting consumer attraction. Marketing communication is also very important in the marketing strategy for processed Alen-Alen cassava products. Community empowerment activities have the potential to increase the community's knowledge and interest in learning in utilizing the abundance of cassava into more innovative food snack products as well as the rise of social media which has become a strategic tool in marketing communications.

References

Adil, A. B., & Sumarni, S. S. (2022). EPIC Model: Efektivitas Sistem Pemasaran Melalui Sosial Media pada Umkm Produk Olahan Ikan. Jurnal Sains Agribisnis, 2(2), 47-56.

Aditya, R., & Rusdianto, R. Y. (2023). Penerapan Digital Marketing Sebagai Strategi Pemasaran Umkm. Jurnal Pelayanan Dan Pengabdian Masyarakat Indonesia, 2(2), 96-102.

Afrilia, A. M. (2018). Digital Marketing Sebagai Strategi Komunikasi Pemasaran “Waroenk Ora Umum” Dalam Meningkatkan Jumlah Konsumen. Jurnal Riset Komunikasi, 1(1), 147-157.

Alma, B. (2005). Manajemen Pemasaran Dan Jasa. Bandung: Alfabeta.

Andrews, J. C., & Shimp, T. A. (2018). Advertising, Promotion, And Other Aspects Of Integrated Marketing Communications. Cengage Learning.

Amstrong, G., & Kotler, P. (2008). Prinsip-prinsip pemasaran. Jakarta: Erlangga, 3(2).

Anggoro, S., Harmianto, S., & Yuwono, P. D. (2018). Upaya Meningkatkan Kemampuan Pedagogik Guru Melalui Pelatihan Pembelajaran Tematik Sains Menggunakan Inquiry Learning Process Dan Science Activity Based Daily Life. Jppm (Jurnal Pengabdian dan Pemberdayaan Masyarakat), 2(1), 29-35.

Assauri, S. (2013). Manajemen Pemasaran :Dasar, Konsep Dan Strategi. Jakarta: RajaGrafindo Persada.

Azhari, S., & Ardiansah, I. (2022). Efektivitas Penggunaan Media Sosial TikTok Sebagai Platform Pemasaran Digital Produk Olahan Buah Frutivez (@ hellofrutivez). Justin (Jurnal Sistem dan Teknologi Informasi), 10(1), 26-33.

Dwinarko, D., & Muhamad, P. (2023). Pemberdayaan Petani Manggis Generasi Milenial Melalui Pelatihan Dan Pendampingan Digital Komunikasi Pemasaran Di Desa Ponggang Serangpanjang Subang. Jurnal Ekonomi, Sosial & Humaniora, 4(10), 97-116.

Habib, M. A. F., & Sutopo, S. (2024). Pembinaan Umkm Dalam Aspek Komunikasi Pemasaran Sebagai Wujud Pemberdayaan Perempuan Di Sekitar Kawasan Wisata Pantai. Journal of Islamic Tourism Halal Food Islamic Traveling and Creative Economy, 4(1), 85-100.

Harahap, H. S., Dewi, N. K., & Ningrum, E. P. (2021). Pemanfaatan Digital Marketing Bagi Umkm. Jurnal Loyalitas Sosial, 3(2), 77-85.

Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran. Jakarta: Pt Indeks.

Kurli, A., Haris, R. A., Syafriyani, I., Sari, R. P., Putri, P. V., & Riady, R. (2024). Strategi Komunikasi Pemasaran Kelompok Tani Rubaru dalam Meningkatkan Penjualan Bawang Merah sebagai Komoditi Unggulan Kabupaten Sumenep. Jurnal Riset Komunikasi, 7(1), 28-45.

Minarni, E. W., Utami, D. S., & Prihatiningsih, N. (2017). Pemberdayaan Kelompok Wanita Tani Melalui Optimalisasi Pemanfaatan Pekarangan Dengan Budidaya Sayuran Organik Dataran Rendah Berbasis Kearifan Lokal Dan Berkelanjutan. Jppm (Jurnal Pengabdian dan Pemberdayaan Masyarakat), 1(2), 147-154.

Moriansyah, L. (2015). Pemasaran Melalui Media Sosial: Antecedents Dan Consequences Social Media Marketing: Antecedents And Consequenc-Es. Jurnal Penelitian Komunikasi Dan Opini Publik, 19(3), 187-196.

Muharnif, M., Syaputra, S. A., & Harahap, M. (2021). Review Mesin Pengiris Keripik Singkong Untuk Home Industri. Atds Saintech Journal Of Engineering, 2(2), 29-37.

Nursyamsiah, S., & Qomaruddin, S. (2021). Peningkatan Ekonomi Masyarakat Melalui Inovasi Produk Olahan Ubi: Improvement of Community Economy Through Innovation of Sweet Processed Products. Almujtamae: Jurnal Pengabdian Masyarakat, 1(3), 165-172.

Putra, R. A., & Iskandar, D. (2023). Strategi Komunikasi Pemasaran PT. JX di Media Sosial. Jurnal Riset Public Relations, 141-148.

Rustantono, H., Kusumaningrum, D., & Rasyid, H. (2022). Pelatihan Pemanfaatan Limbah Kulit Singkong Menjadi Keripik. I-Com: Indonesian Community Journal, 2(1), 31-37.

Subagyo, N. J. F., Handoko, Y. A., & Yulianingsih, W. (2021). Pengaruh Jenis Kemasan Terhadap Masa Simpan Bawang Daun. Jurnal Sains Dan Teknologi Pangan, 6(3), 4001-4010.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta.

Utari, P., Hermawati, T., Setyanto, A. E., Yudiningrum, F. R., Surwanti, C. H. D., Anggreni, L. S., ... & Alkhajar, E. N. S. (2021). Pelatihan Komunikasi Pemasaran Terpadu Kewirausahaan Olahan Ikan Nila di Desa Ponggok Kabupaten Klaten. Ekobis Abdimas: Jurnal Pengabdian Masyarakat, 2(1), 115-120.

Yusuf, C., Muhammad, A., & Ernawan, D. (2023). Pengembangan Strategi Komunikasi Pemasaran Olahan Ikan Melalui Media Sosial (Instagram) di Desa Patimban Kecamatan Pusakanagara Kabupaten Subang. Jurnal Kolaborasi Pengabdian Masyarakat Fakultas Ilmu Administrasi, 1(1).

Downloads

Published

22-08-2024

How to Cite

Fajar, K., & Ritonga, E. Y. . (2024). Penerapan Metode Workshop dan Penelitian Dalam Meningkatkan Kemampuan Komunikasi Pemasaran Produk Olahan Singkong Alen-Alen di Desa Perlanaan. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 7(4), 200–211. https://doi.org/10.37329/ganaya.v7i4.3560

Issue

Vol. 7 No. 4 (2024)

Section

Articles

License

Copyright (c) 2024 Khairul Fajar, Elfi Yanti Ritonga (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

An author who publishes in the Ganaya : Jurnal Ilmu Sosial dan Humaniora agrees to the following terms:

  • Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
  • Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
  • Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).

Read more about the Creative Commons Attribution-ShareAlike 4.0 Licence here: https://creativecommons.org/licenses/by-sa/4.0/.