Komunikasi Pemasaran Pakaian Adat Bali Melalui Facebook Bagi Pelaku UMKM di Kota Mataram

Ida Ayu Indah Febriyani

doi:10.53977/jsv.v4i2.3309

Ida Ayu Indah Febriyani Institut Agama Hindu Negeri Gde Pudja Mataram

DOI: https://doi.org/10.53977/jsv.v4i2.3309

Abstract

The existence of online marketing can help in promoting and marketing products offered to the entire community. Similar to marketing carried out by Balinese traditional clothing traders, Facebook is used to market their products. This study aims to produce a form of marketing communication for Balinese traditional clothing through Facebook for effective MSMEs in Mataram City, identify and analyze the inhibiting factors for the use of Facebook in marketing communication for Balinese traditional clothing for MSMEs in Mataram City and find and analyze solutions to the obstacles to the use of Facebook in marketing communication for Balinese traditional clothing for MSMEs in Mataram City. The results of the study indicate that the effective forms of marketing communication for Balinese traditional clothing through Facebook in Mataram City are advertising, sales promotion, public relations & publicity and personal selling. The inhibiting factors faced are physical barriers, semantic barriers, obstacles can also come from internal barriers, process barriers originating from the message sender. The solution to overcome the obstacles of using Facebook in marketing communication of Balinese traditional clothing for MSMEs in Mataram city is to provide all the facilities needed for online marketing, for example the availability of wifi or the use of a starter card that has a strong internet network, using the right language, creating another account, consumers coming directly to the location of the Balinese traditional clothing shop, using the right language, coming directly to the shop location, conducting training, namely photography training.

References

Ali, H., & Widodo, A. (2022). Determinasi Komunikasi Pemasaran : Analisis Iklan, Personal Selling, Publik Relation. 3(2), 796–804.
Dwijayanti, A., Komalasari, R., Harto, B., Pramesti, P., & Wildan, M. (2023). Efektivitas Penggunaan Media Sosial Sebagai Sarana Promosi dan Pemasaran pada UMKM Sablon Anggi Screen di Era Digital. 6(2), 68–75.
Firmansyah, M. A. (2020). Komunikasi Pemasaran. Qiara Media : Surabaya.
Iftitah, Kamaruddin, S., & Awaru, O. T. (2024). Pengaruh Era Digital dan Revolusi Industri 4.0 terhadap Interaksi Sosial dan Identitas Budaya di Kalangan Generasi Milenial. 8(6), 149–155.
Mantra, I. B. N., Widiastuti, I. A. M. S., & Handayani, N. D. (2021). Pelatihan Pemasaran Busana Bali melalui Media Sosial pada Masa Pandemi Covid-19 Bali Clothing Marketing Training through Social Media during the Covid-19 Pandemic. 5(2), 339–342.
Prabawa, B. A. T., Adisastra, I. N. S., & Yasa, I. K. W. P. (2023). Strategi komunikasi pemasaran kopi dengan pemanfaatan media sosial. 2(1), 13–21.
Pratyaksa, I. G. T., Luh, N., & Eka, W. (2024). Media Sosial Instagram sebagai Sarana Komunikasi Persuatif dalam Video Endorsement Produk Kuliner Pada Akun Selegram Hindu @jejakimade. 3(2), 47–55.
Putra, I. G., Permana, P. K., Narayana, I. W. G., & Pramartha, I. N. B. (2025). Sistem Informasi Penjualan Busana Adat Bali Berbasis Web ( Studi Kasus Pada Tiara Balinese Store ). 2(1), 751–756.
Rifani, M., Rosyada, F. A., & Suhita, S. U. (2022). Pengaruh Media Sosial Dalam Strategi Pemasaran Produk Pada Usaha Mikro Kecil dan Menengah ( UMKM ). 1(2), 229–236.
Suarjaya, I. N. A., & Sutama, I. W. (2024). Penerapan model sadharanikaran dalam retorika politik modern di era globalisasi. 3(1), 1–14.
Suryatningsih, N. P., Usadha, I. D. N., & Suparta, I. N. (2023). Kepuasan Konsumen Pakaian Melalui Aplikasi Tik Tok di Hita Bali Kebaya Denpasar. 2(2), 54–63.
Toni, A. (2024). Analisis percakapan netizen pada instagram ganjar pranowo menjelang kontestasi politik 2024. 1(2), 1–15.
Triyaningsih, S. (2011). Dampak Online Marketing melalui Facebook terhadap Perilaku Konsumtif Masyarakat. 11(2), 172–177.
Utami, D. ., & Purnama, B. . (2012). Pemanfaatan jejaring sosial (. Pemanfaatan Jejaring Sosial (Facebook) Sebagai Media Bisnis Online (Studi Kasus Di Batik Solo 85), 1, 1–7.
Widiawati, N. L., Yuniati, K., & Yasa, I. K. A. (2024). Strategi komunikasi pemasaran dalam meningkatkan penjualan pada petani stroberi di desa pancasari. 3(2), 83–99.
Yusuf, A. M. (2014). Metode Penelitian : Kuantitatif, Kualitatif & Penelitian Gabungan. Kencana : Jakarta.