Digital Sensory Marketing Sebagai Upaya Meningkatkan Daya Saing Produk UMKM

Amelia Putri, Alwan Husni Ramdani, Aliya Nurul Fauziah, Muhammad Vickry Affryansyah, Gesha Fadhillah Ramdhan

Abstract


Transaksi jual beli secara online memunculkan permasalahan baru yakni, ketidaksesuaian barang dangan spesifikasi yang diperjanjikan. Di era digital aktifitas live stream shopping menjadi salah satu solusi atas permasalahan tersebut dan juga strategi inovatif untuk meningkatkan daya saing produk UMKM. Untuk memahami penerimaan dan penyebaran inovasi dalam praktik live stream shopping, penelitian ini mengintegrasikan teori difusi inovasi yang dikemukakan oleh Everett Rogers. Penelitian ini menggunakan pendekatan kualitatif dengan observasi langsung dan wawancara mendalam dengan 10 orang menggunakan teknik snowball. Hasil penelitian ini menunjukkan bahwa terdapat tiga strategi utama yang dilakukan saat live streaming untuk menarik perhatian penonton. Pertama, melakukan inovasi marketing mulai dari pembuatan konten, mengenalkan Unique selling point produknya pada konsumen, dan menawarkan harga yang rendah. Kedua, memanfaatkan berbagai plaform untuk penyebarluasan konten dan aktifitas live streaming. Ketiga, menerapkan digital sensory marketing guna memberikan penjelasan lebih mendetail terkait produk yang dijual. Melakukan digital sensory marketing saat live streaming berlangsung dapat menjadi salah satu upaya untuk meyakinkan konsumen dalam melakukan pembelian prodak.

Online buying and selling transactions bring about new issues, namely, the inconsistency of goods with the agreed specifications. In the digital era, live stream shopping activities have become one solution to this problem and an innovative strategy to enhance the competitiveness of MSME products. To understand the acceptance and spread of innovation in live stream shopping practices, this study integrates Everett Rogers' theory of innovation diffusion. This research uses a qualitative approach with direct observation and in-depth interviews with 10 individuals, employing the snowball technique. The results of this study show that there are three main strategies implemented during live streaming to capture the viewers' attention. First, marketing innovations are carried out, starting from content creation, introducing the product's unique selling point to consumers, and offering low prices. Second, various platforms are utilized for disseminating content and live streaming activities. Third, digital sensory marketing is applied to provide more detailed explanations regarding the products being sold. Implementing digital sensory marketing during live streaming can be one effective way to convince consumers to make a purchase.


Keywords


Digital Sensory Marketing; Live Streaming; Sensory Marketing; SMEs; UMKM

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DOI: https://doi.org/10.24815/jkg.v13i2.38177

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