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Promosi Getuk Goreng Sokaraja Asli Haji Tohirin Melalui Media Sosial

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Promosi Getuk Goreng Sokaraja Asli Haji Tohirin Melalui Media Sosial PROMOSI GETUK GORENG SOKARAJA ASLI HAJI TOHIRIN MELALUI MEDIA SOSIAL Disusun sebagai salah satu syarat memperoleh Gelar Strata I Pada Jurusan Pendidikan Akuntansi Fakultas Keguruan dan Ilmu Pendidikan Oleh: DEANADA NURSOLAWATI A210170210 PROGRAM STUDI PENDIDIKAN AKUNTANSI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN UNIVERSITAS MUHAMMADIYAH SURAKARTA 2021 i ii iii PROMOSI GETUK GORENG SOKARAJA ASLI HAJI TOHIRIN MELALUI MEDIA SOSIAL Abstrak Penelitian ini bertujuan untuk mendeskripsikan kegiatan promosi yang dilakukan oleh toko getuk goreng sokaraja melalui media sosial. Penelitian ini menggunakan jenis penelitian kualitatif dengan desain penelitian etnografi. Teknik pengumpulan data yang digunakan adalah wawancara dan dokumentasi. Narasumber pada penelitian ini adalah pemilik toko, karyawan, konsumen dan pesaing. Keabsahan data yang dilakukan dengan triangulasi kualitatif sumber. Teknik analisis data menggunakan analisis data kualitatif non statistic. Hasil penelitian menunjukan bahwa 1) Kegiatan promosi melalu media sosial dilakukan dengan mengunggah foto dan vidio. Kegiatan promosi melalui media sosial berlangsung dengan timeline yang tidak terjadwal menjadikan kegiatan promosi berjalan kurang maksimal. 2) Manfaat kegiatan promosi yang dirasakan penjual melalui media sosial yaitu adanya peluasan usaha. Bagi konsumen manfaat adanya promosi melalui media sosial yaitu adanya kemudahan dalam melakukan pembelian getuk goreng sokaraja asli Haji Tohirin. 3) Hambatan dalam kegiatan promosi melalui media sosial adalah adanya respon yang lambat, keterlambatan pengambilan barang dan penipuan. Solusi untuk mengatasi hambatan tersebut dilakukan dengan memberikan link whatsapp pada bio instagram, pengantaran pesanan ke kantor ekspedisi dan pengecekan bukti pembayaran. Kata Kunci: promosi, bauran promosi, media sosial. Abstract The purpose of this study was to to describe the promotional activities carried out by the Getuk Goreng Sokaraja shop through social media. This research uses qualitative research with ethnographic research design. Data collection techniques used are interviews and documentation. The informants in this study were shop owners, employees, consumers and competitors. The validity of the data was carried out by qualitative triangulation of sources. The data analysis technique used non-statistical qualitative data analysis. The results showed that 1) Promotional activities through social media were carried out by uploading photos and videos. Promotional activities through social media take place with an unscheduled timeline, making promotional activities less than optimal. 2) The benefits of promotional activities felt by sellers through social media are business expansion. For consumers, the benefits of promotion through social media are the convenience in purchasing the original sokaraja fried getuk Haji Tohirin. 3) Obstacles in promotional activities through social media are slow responses, delays in picking up goods and fraud. The solution to overcome these obstacles is done by providing a whatsapp link in the Instagram bio, delivering orders to the expedition office and checking proof of payment. Keywords: promotion, promotion mix, social media. 1 1. PENDAHULUAN Perkembangan era globalisasi saat ini tidak hanya menyebabkan kemajuan teknologi dan komunikasi, akan tetapi juga dengan laju perekonomian yang tumbuh semakin tinggi dengan persaingan pasar yang semakin ketat. Banyaknya usaha yang mulai bermunculan hal ini tidak lepas dari yang namanya kegiatan pemasaran (marketing). Dengan adanya kegiatan pemasaran pelaku usaha dituntut dapat memilih metode pemasaran yang tepat. Kegiatan pemasaran yang tepat mampu memberikan dampak yang baik terhadap kegiatan perdagangan. Salah satu strategi yang dilakukan oleh para pedagang dalam strategi pemasaran yaitu melalui kegiatan promosi. Kegiatan promosi diartikan sebagai suatu kegiatan yang bertujuan untuk mempengaruhi ketertarikan pembeli (Simamora, 2019). Kegiatan promosi yang berjalan dengan strategi yang baik mampu berdampak pada peningkatan pendapatan. Kegiatan promosi juga penting untuk melancarkan kegiatan perdagangan (Nurjaya et al., 2021). Tresnawati & Prasetyo (2018) mengatakan bahwa kegiatan promosi sangat berfungsi untuk meningkatkan bisnis serta menjaga eksistensi produk di pasaran. Pemerintah Kabupaten Banyumas juga telah menentukan kebijakan untuk pelaku usaha UMKM di dalam Peraturan Daerah (PERDA) Nomor 3 Tahun 2016 tentang Pemberdayaan dan Pengembangan Usaha Mikrp, Kecil dan Menengah. Peraturan tersebut digunakan untuk optimalisasi kegiatan UMKM yang berkesinambungan. Fauziah et al (2018) mengatakan bahwa kegiatan promosi dapat dilakukan melalui promosi secara konvensional dan promosi melalui internet. Promosi secara konvensional dilakukan dengan cara personal selling dan catalog marketing. Kegiatan promosi secara konvensional dianggap terlalu membuang banyak waktu dan biaya. Hal tersebut mengakibatkan kegiatan promosi melalui internet dianggap lebih efektif dan efisien yang mendorong terjadinya perubahan kegiatan promosi (Zulfikar & Supriyoso, 2019). Perubahan tersebut ditandai dengan adanya kegiatan promosi melalui internet. Kegiatan promosi melalui internet didukung dengan hadirnya media sosial yang semakin canggih. 2 Media sosial merupakan platform online yang digunakan untuk membangun hubungan sosial dengan orang lain (Akram et al., 2017). Media sosial yang banyak digunakan sendiri meliputi media sosial instagram, whatsapp, facebook, telegram, line, dan twitter. Dengan adanya media sosial ini menjadikan sebagian masyarakat beralih menggunakan media sosial sebagai media komunikasi. Dengan adanya perubahan masyarakat yang semakin banyak menggunakan media sosial semakin mendorong alasan dilakukannya kegiatan promosi melalui media sosial. Indika & Jovita (2017) mengatakan bahwa aplikasi media sosial yang semakin berkembang menjadikan adanya peluang bagi masyarakat dalam melakukan suatu usaha. Belisa (2018) mengatakan bahwa hadirnya media sosial telah memberikan alternatif terhadap praktik pemasaran pada era digital melalui fitur yang ada pada setiap media sosial. kegiatan promosi akan lebih cepat tersampaikan kepada masyarakat apabila dilakukan melalui promosi iklan Indrawati et al (2017). Semakin berkembangnya media sosial dan internet menjadikan pelaku usaha di segala bidang di mudahkan dalam melakukan kegiatan perdagangan. salah satu pelaku usaha yang dimudahlan dengana danya kecanggihan internet adalah pelaku usaha makanan tradisional. Dengan adanya kecanggihan media sosial yang mampu menyebarkan informasi secara cepat maka makanan tradisional akan semakin mudah di kenali oleh masyarakat. Makanan tradisional merupakan makanan yang diolah dari bahan makanan dan rempah yang terdapat pada daerah setempat (Hartuti & Manik, 2020). Salah satu jenis makanan khas tradisional yang ada di Banyumas yaitu getuk goreng sokaraja. Penelitian yang dilakukan oleh Winarsih (2019) ia mengatakan bahwa kegiatan penjualan getuk goreng yang dilakukan melalui media sosial memberikan hasil yang kurang efektif. Berdasarkan penelitian tersebut ketidak efektifan disebabkan oleh kurang maksimalnya penggunaan media sosial sebagai media promosi. Hal tersebut menunjukan fakta bahwa adanya media sosial yang hadir dengan kecanggihan fitur yang beragam tidak menjanjikan bahwa semua pelaku usaha telah memanfaatkan media sosial secara maksimal. Dengan adanya permasalahan tidak maksimalnya kegiatan promosi yang dilakukan emlalui media 3 sosial peneliti tertarik untuk meneliti kegiatan promosi yang dilakukan di toko getuk goreng sokaraja asli Haji Tohirin melalui media sosial. Digunakannya media sosial sebagai media promosi serta adanya perubahan kegiatan promosi menjadikan peneliti tertarik untuk mengkaji lebih dalam terkait kegiatan promosi,manfaat kegiatan promosi, hambatan dan solusi dalam kegiatan promosi melalui media sosial. Dengan adanya penelitian ini diharapkan kegiatan promosi yang dilakukan melalui media sosial dapat dilaksanakan secara maksimal dengan memanfaatkan segala kecanggihan serta berbagai fitur yang disuguhkan dalam setiap media sosial. Tujuan dari penelitian ini adalah untuk mendeskripsikan kegiatan promosi dan manfaat kegiatan promosi getuk goreng sokaraja asli Haji Tohirin melalui media sosial dan untuk mengetahui hambatan dan solusi di dalam kegiatan promosi melalui media sosial. 2. METODE Jenis penelitian ini menggunakan pendekatan kualitatif. Penelitian kualitatif merupakan cara belajar tentang realitas sosial dengan pendekatan penelitian yang sering digunakan untuk mengeksplorasi, mendeskripsikan juga menjelaskan fenomena sosial (Leavy, 2014). Penelitian ini menggunakan desain penelitian etnogtafi. Menurut Harsono (2019) penelitian etnografi merupakan penelitian kualitatif yang menguraikan dan menafsirkan suatu budaya atau kehidupan suatu kelompok sosial masyarakat. Teknik pengumpulan data pada penelitian ini yaitu menggunakan observasi, wawancara dan dokumentasi. Narasumber dalam penelitian ini adalah pemilik toko, karyawan, konsumen dan pesaing. Keabsahan data penelitian ini menggunakan trianggulasi sumber. Teknik analisis data pada penelitian ini dengan meliputi menentukan informan, mewawancarai informan, membuat catatan etnografi, mengajukan pertanyaan deskriptif, menganalisis wawancara, membuat domain, mengajukan pertanyaan struktural, membuat taksonomik, mengajukan 4 pertanyaan kontras, analisis komponensial, menemukan tema budaya, dan menulis etnografi (Spardley, 2007). 3. HASIL DAN PEMBAHASAN 3.1 Hasil 3.1.1 Kegiatan Promosi Getuk Goreng Sokaraja Asli Haji Tohirin
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