STRATEGI PEMBERDAYAAN KOMUNITAS LOMBOK INFLUENCER DALAM MENINGKATKAN DIGITAL MARKETING DI KOTA MATARAM

Authors

  • Rohin Novia Maydi Putri Universitas Mataram
  • Syafruddin Syafruddin Universitas Mataram
  • Imam Malik Universitas Mataram
  • Suud Suud Universitas Mataram

DOI:

https://doi.org/10.29408/sosedu.v8i2.29290

Keywords:

empowerment strategy, Lombok Influencer Community, digital marketing

Abstract

This research aims to: (1) identify and analyze the community empowerment programs of Lombok Influencer, (2) understand and analyze the community empowerment strategies of Lombok Influencer in enhancing digital marketing in the city of Mataram. This research uses a qualitative approach with a case study method. The data collection techniques used are observation, interviews, and documentation. The data analysis techniques in this research use data reduction, data presentation, and conclusion drawing techniques. The results of this study found that the Lombok Influencer community empowerment program includes: Skill training programs such as public speaking, voice over, start-up design, and digital creative skills training, as well as recognition and appreciation programs in the form of an influencer awarding night event. Then the community empowerment strategy of Lombok Influencer is building strong and authentic relationships through active interactions between management and community members in WhatsApp groups, organizing meetings with influencers; (2) providing resources and support in the form of skill training, community website provision, collaboration with business actors, community reward programs, (3) facilitating creative content in the form of freedom to create content concepts, and providing group digital marketing projects, (4) providing incentives in the form of community rate cards for commission distribution; (5) providing public recognition by promoting community members digital marketing content on social media, organizing influencer appreciation events. (6) performance monitoring in the form of controlling the progress of members performance.

References

Agus, W. (2023). Pemasaran Melalui Influencer (Marketing Via Influencer) (M. K. Dr. Joseph Teguh Santoso,S.Kom. (ed.)). Yayasan Prima Agus Teknik bekerja sama dengan Universitas Sains & Teknologi Komputer. https://digi-lib.stekom.ac.id/assets/dokumen/ebook/feb_B82HOtnuWAcoj5qdyUnO6byV7949c7VehDGg9DqEkwjSqdoB-HrWQJA_1684140702.pdf

Amalia, S. M. (2023). Motif Perilaku Menyimpang Siswa dan Pola Pengendaliannya di SMAN 4 Mataram. Universitas Mataram.

Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2023). Survei APJII Pengguna Internet di Indnesia Tembus 215 Juta Orang. Bisnis.Com. https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di-indonesia-tembus-215-jutaorang

Calvin, A. V. (2021). Pengelolaan Bisnis Start-Up Bidang Jasa Didasarkan Kapabilitas Sumber Daya Manusia yang Unggul di Dalam Dunia Digital. Jurnal Indonesia Sosial Sains, Vol 2 No.5, 695–711. https://doi.org/10.36418/Jiss.v2i5.296

Cook Sarah, S. M. (1997). Perfect Emperworment. Jakarta: PT. Elex Media Komputindo.

DPMPTSP Kota Mataram. (2024). Gambaran Umum Kota Mataram. https://dpmptsp.mataramkota.go.id/node/page/detail/48

Effendi, A. H., Hurriati, L., & Suhendri, A. (2023). Peran Dinas Perindustrian Koperasi dan UKM Kota Mataram dalam Pemberdayaan Pelaku Usaha Mikro Kecil Menengah. Jurnal Kompetitif: Media Informasi Ekonomi Pembangunan, Manajemen Dan Akuntansi, 9(1), 53–71. https://doi.org/https://doi.org/10.47885/kompetitif.v9i1.12

Fahmi, I. (2016). Reward Sumber Daya Manusia. Bandung: Alfabeta.

Fauzia, L. V., & Andhika, G. P. (2020). Rekonstruksi Media Sosial Instagram Sebagai Upaya Re-Branding Komunitas Kantong Pintar. Automata. https://journal.uii.ac.id/AUTOMATA/article/view/15519/10254

Hartanti, L. E. P. (2018). Komunikasi Orang Muda Di Sosial Media Sebagai Influencer. WACANA, Jurnal Ilmiah Ilmu Komunikasi, 17(2), 152–162. https://doi.org/10.32509/wacana.v17i2.599

Hermawan, W., Sedarmayanti, S., Jubaedah, E., & Mulyaningsih, M. (2020). Implikasi Iklim Organisasi, Mutasi dan Kepuasan Kerja Terhadap Kinerja Pegawai di BKPSDM, Kabupaten Subang. Jurnal Ilmu Administrasi Media Pengembangan Ilmu Dan Praktik Administrasi, 17(2), 178–192. https://doi.org/https://doi.org/10.31113/jia.v17i2.578

Indrajaya, T., Deden, P., Sri, Y., Eros, R., & Maya, S. (2022). Peran E - Bisnis Dalam Pengembangan UMKM. Jurnal Economina, 1(2), 239–247. https://doi.org/https://ejournal.45mataram.ac.id/index.php/economina

Indrawati, S., Herianto, E., & Dahlan. (2019). Aspek Pendidikan Nilai Pancasila Dalam Perkawinan Adat Mbojo (Studi Di Desa Soro Kecamatan Kempo Kabupaten Dompu). Pendidikan Sosial Keberagaman, 6(1), 46–56. https://juridiksiam.unram.ac.id/index.php/juridiksiam%0AASPEK

Indriyani, N. P. T., Wirata, I. W., Sudarma, M., & Sutama, I. W. (2022). Komunikasi Anggota Komunitas Lombok Influencer Dalam Meningkatkan Brand Awareness Umkm Hindu Di Kota Mataram. Samvada : Jurnal Riset Komunikasi, Media, Dan Public Relation, 1(1), 14–25. https://doi.org/10.53977/jsv.v1i1.521

Isnawati, S. I., Purwanti, R., Ulfamiyati, & Prajna, P. (2024). Pemberdayaan Perempuan Melalui Pelatihan Video Marketing “Reels Instagram” Guna Meningkatkan Penjualan Fashion di Desa Kemitir, Kabupaten Semarang. Compromise Jurnal: Community Proffesional Service Journal, 2(3), 19–27. https://doi.org/https://doi.org/10.57213/compromisejournal.v2i3.292

Langga’o, A., & Valianty, S. (2023). Peningkatan Keterampilan Siswa SMK Kosgoro Kota Bogor dalam Mengisi Suara (Voice Over) Konten Video Kreatif. Jurnal Pengabdian Masyarakat Nusantara (Pengabmas Nusantara), 5(4), 44–45. https://doi.org/https://doi.org/10.57214/pengabmas.v5i4.382

Muhsin, H., Fadjarini, S., Irsani, Ade, C., & Irvan, R. (2024). Peningkatan Keterampilan Komunikasi Kelompok Informasi Masyarakat untuk Pengembangan Desa Wisata Dewi Sambi. Berdesa: Jurnal Pengabdian Masyarakat, 1(1), 1–17. https://doi.org/https://doi.org/10.47431/bds.v1i1.399

Putri, N. S. S., & Rita, G. (2022). Makna Voice over dalam Pemberian Feature di Televisi. Jurnal Riset Jurnalistik Dan Media Digital (JRJMD)., 2(1), 13–20. https://doi.org/https://doi.org/10.29313/jrjmd.v2i1.600

Rahardjo, M. (2017). Studi Kasus dalam Penelitian Kualitatif: Konsep dan Prosedurnya. Universitas Islam Negeri Maulana Malik Ibrahim Malang Program Pascasarjana. https://doi.org/10.1088/1751-8113/44/8/085201

Riyadi, I., & Farahdiba, R. B. (2023). Peningkatan Keterampilan Komunikasi Angkatan Muda Muhammadiyah Kota Makassar Melalui Pelatihan Public Speaking. Ruang Komunitas: Jurnal Pengabdian Masyarakat, 1(2), 98–112. https://doi.org/https://doi.org/10.24252/rkjpm.v1i2.42442

Russo, A., Watskins, J., Kelly, L., & Chan, S. (2008). Participatory Communication With Social Media. Curator The Museum Journal, 51(1), 21–31. https://doi.org/https://doi.org/10.1111/j.2151-6952.2008.tb00292.x

Sari, O. H., Arief, Y. R., Munizu, M., Novel, N. J., Hakim, R. M., Sukmadewi, R., & Purbasari, R. (2023). Digital Marketing: Optimalisasi Strategi Pemasaran Digital) (Efitra (ed.)). PT. Sonpedia Publishing Indonesia.

Sila, G. E. (2020). Peranan Public Relation Dalam Meningkatkan Kredibilitas Influencer Pada Universitas Kebangsaan Bandung. Jurnal Syntax Idea, 2(2), 32–40. https://doi.org/https://doi.org/10.46799/syntax-idea.v2i2.144

Susanto, G. A. (2025). Tinjauan Kritis atas Berkembangnya Media Sosial dan Ancaman Terhadap Media Mainstream Menurut Manuel Castells. Jurnal Dekonstruksi, 11(1), 6–16. https://doi.org/https://doi.org/10.54154/dekonstruksi.v11i01.288

Syahruddin, A. D., & Mochammad, I. A. (2023). Kepemimpinan Otentik: Jalur Menuju Kesuksesan Yang Berkelanjutan. Jurnal Publikasi Ilmu Manajemen (JUPIMAN), 2(3), 125–136. https://doi.org/https://doi.org/10.55606/jupiman.v2i2.2061

Wiranata, I. K. A., Agung., A. A. P., & I Made Surya Prayoga. (2021). Pengaruh Digital Marketing, Quality Product dan Brand Image Terhadap Keputusan Pembelian Roti di Holland Bakery BatuBulan. Jurnal Emas, 2(3), 133–146. https://doi.org/https://doi.org/10.30388/emas.v2i3.1827.

Downloads

Published

2025-06-12

How to Cite

Putri, R. N. M., Syafruddin, S., Malik, I., & Suud, S. (2025). STRATEGI PEMBERDAYAAN KOMUNITAS LOMBOK INFLUENCER DALAM MENINGKATKAN DIGITAL MARKETING DI KOTA MATARAM. SOSIO EDUKASI Jurnal Studi Masyarakat Dan Pendidikan, 8(2), 39–52. https://doi.org/10.29408/sosedu.v8i2.29290