Communication Strategy to Develop Local E-Marketplace in Samarinda City

Ainun Nimatu Rohmah, Kadek Dristiana Dwivayani, Kheyene Molekandella Boer

Abstract


COVID-19 has impacted micro, small, and medium enterprises (MSMEs) business in Indonesia. One of the efforts of MSMEs to survive is by migrating to the digital market. The city government of Samarinda grabs the opportunity by releasing a mobile application called Behambinan. This study examines the Behambinan communication strategy to empower MSMEs, considering the apps as an innovation for the digital market in Samarinda. The Diffusion of Innovation Theory helps to parse the communication strategies of this innovation. The method used in this study is qualitative descriptive by conducting in-depth interviews with the Communication and Information Office of Samarinda City and its stakeholders as key actors of the diffusion process. The Behambinan application is currently at the dissemination stage to act effectively as the local digital forum for buying and selling. This study found some challenges during the diffusion process. First, MSME players (adopters) have difficulty understanding the application due to the lack of digital literacy and technical issues such as not having a smartphone and high expense for internet quotas to run the application. Second, the misalignment of interpersonal communication between key actors. Third, weaknesses in promotional strategies. This study found that interpersonal communication through localite channels has a significant role in the diffusion process. An integrated communication strategy among key actors and well-planned execution of localite and cosmopolite channels is essential to engage MSMEs and the public.


Full Text:

PDF

References


Adams, P., Bodas Freitas, I. M., & Fontana, R. (2019). Strategic orientation, innovation performance and the moderating influence of marketing management. Journal of Business Research, 97, 129–140.https://doi.org/10.1016/j.jbusres.2018.12.071

APJII. (2019). Penetrasi & Profil Perilaku Pengguna Internet Indonesia Tahun 2018. In Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). www.apjii.or.id

Banks, C. H. (2006). Diffusion of innovation: communicating to improve training and employee development. International Journal of Strategic Change Management, 1(2), 143. https://doi.org/10.1504/ijscm.2006.011108

Ben-Slimane, K., Diridollou, C., & Hamadache, K. (2020). The legitimation strategies of early stage disruptive innovation. Technological Forecasting and Social Change, 158, https://doi.org/10.1016/j.techfore.2020.120161

Bhattacherjee, A., Limayem, M., & Cheung, C. M. (2012). User switching of information technology: A theoretical synthesis and empirical test. Information & Management, 49(7–8), 327–333.

Che, T., Wu, Z., Wang, Y., & Yang, R. (2019). Impacts of knowledge sourcing on employee innovation: the moderating effect of information transparency. Journal of Knowledge Management, 23(2), 221–239. https://doi.org/10.1108/JKM-11-2017-0554

Damastuti, R. (2020). Adopsi Inovasi Media Komunikasi Pemasaran UMKM Batik Jumputan Di Era Digitalisasi. Jurnal Source Ilmu Komunikasi, 6(2), 164.

Dearing, J. W., & Cox, J. G. (2018). Diffusion of innovations theory, principles, and practice. Health Affairs, 37(2), 183–190. https://doi.org/10.1377/hlthaff.2017.1104

Disway Kaltim. (2020). 13 Ribu UMKM di Kaltim Dapat Stimulus, Begini Skemanya. Disway Kaltim. https://diswaykaltim.com/2020/04/23/13-ribu-umkm-di-kaltim-dapat-stimulus-begini-skemanya/

Ebadi, Y. M., & Utterback, J. M. (1984). The Effects of Communication on Technological Innovation. Management Science, 30(5), 572–585. https://doi.org/10.1287/mnsc.30.5.572

Faris, M. ., & Wisaksono, A. (2021). Pengembangan Aplikasi E-Commerce Untuk Pemasaran Biji dan Bubuk Kopi Berbasis Web : (Studi Kasus D’Votee Coffee). Jurnal Janitra Informatika Dan Sistem Informasi, 1(1), 61–72. https://doi.org/10.25008/janitra.v1i1.116

Ghofar, M. (2020). Survei BI: 90,10 persen UMKM Kaltim Mengalami Penurunan Penjualan. Antara Kaltim. https://kaltim.antaranews.com/berita/75140/survei-bi-9010-persen-umkm-kaltim-mengalami-penurunan-penjualan

Haryanto, D. P. (2007). Inovasi Pembelajaran. Jurnal Perpesktif Ilmu Pendidikan, 6(8), 104.

Heath, R. L., Johansen, W., & Steyn, B. (2018). Communication Strategy. The International Encyclopedia of Strategic Communication, 1–12. https://doi.org/10.1002/9781119010722.iesc0036

Indrawati, H., Caska, H., & Suarman, H. (2020). Barriers to technological innovations of SMEs: how to solve them? International Journal of Innovation Science, 12(5), 545–564. https://doi.org/10.1108/IJIS-04-2020-0049

Irham, M. (2020). Virus corona: UMKM Diterjang Pandemi Covid-19 Sampai “Kembang Kempis.” BBC News Indonesia. https://www.bbc.com/indonesia/indonesia-51946817

Kamboj, S., & Rahman, Z. (2017). Market orientation, marketing capabilities and sustainable innovation: The mediating role of sustainable consumption and competitive advantage. Management Research Review, 40(6), 698–724. https://doi.org/10.1108/MRR-09-2014-0225

Kaminski, J. (2012). Theory in Nursing Informatics Column. Canadian Journal of Nursing Informatics, 6(2), 1–7.

Kementerian Komunikasi dan Informasi Indonesia. (2017). Go Digital! Gerakan Nasional UMKM Go Online. Siaran Pers No. 216/HM/Kominfo/11/2017.

Kliatchko, J. G. (2013). The primacy of the consumer in IMC: Espousing a personalist view and ethical implications. The Evolution of Integrated Marketing Communications, Routledge.

Koch, T., & Windsperger, J. (2017). Seeing through the network: Competitive advantage in the digital economy. Journal of Oragnization Design, 6(6), 1–30.

Kristianus, A. (2020). Teten Masduki : 163 Ribu UMKM Terdampak Covid 19. Investor Daily Indonesia.

Moleong, L. J. (2014). Metodologi Penelitian Kualitatif Edisi Revisi. Bandung: Remaja Rosdakarya.

Ngazis, A. N., & Hasanah, M. (2019). Baru 9 Persen UKM Go Online, Kominfo Merasa Miris. Viva.Co.Id.

Nugroho, M. A., Susilo, A. Z., Fajar, M. A., & Rahmawati, D. (2017). Exploratory Study of SMEs Technology Adoption Readiness Factors. Procedia Computer Science, 124, 329–336. https://doi.org/10.1016/j.procs.2017.12.162

Prasanna, R., Jayasundara, J., Gamage, S. K. N., Ekanayake, E., Rajapakshe, P., & Abeyrathne, G. (2019). Sustainability of SMEs in the Competition: A Systemic Review on Technological Challenges and SME Performance. Journal of Open Innovation: Technology, Market and Complexity, 5, 1–18.

Prihastomo, Y., Meyliana, Hidayanto, A. N., & Prabowo, H. (2018). The Key Success Factors in E-Marketplace Implementation: A Systematic Literature Review. Proceedings of 2018 International Conference on Information Management and Technology, ICIMTech 2018, September, 443–448. https://doi.org/10.1109/ICIMTech.2018.8528189

Purhantara, W. (2010). Metode Penelitian Kualitatif Untuk Bisnis. Graha Ilmu.

Purwandari, B., Otmen, B., & Kumaralalita, L. (2019). Adoption factors of e-marketplace and instagram for micro, small, and medium enterprises (MSMEs) in Indonesia. ACM International Conference Proceeding Series, 111–116. https://doi.org/10.1145/3352411.3352453

Raharja, S. J., Pratami, W. T., & Rivani, R. (2019). Adoption of ICT on enhancing business performance: Study on creative industries SMEs in Bangung City, Indonesia. Review of Integrative Business & Research, 8(2), 20–30.

Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review, 7, 25–41.

Rahayu, S. K., & Fatima, F. N. (2019). Marketing Communication Strategy with E-Commerce. IOP Conference Series: Materials Science and Engineering, 662(3). https://doi.org/10.1088/1757-899X/662/3/032058

Rogers, E. M. (2003a). Diffusion of Innovation Terjemahan Abdillah Hannafi. Usaha Nasional.

Rogers, E. M. (2003b). Diffusion of Innovations, Fifth Edition. In Social Networks.

Rogers, E. M. (2015). Evolution: Diffusion of Innovations. In International Encyclopedia of the Social & Behavioral Sciences: Second Edition. https://doi.org/10.1016/B978-0-08-097086-8.81064-8

Sahin, I. (2006). Detailed Review of Rogers’ Diffusion of Innovations Theory and Educational Technology-Related Studies Based on Rogers’ Theory. The Turkish Online Journal of Educational Technology TOJET, 5(2), 14–23.

Salim, B. T. (2019). Customer Resistance To Innovation Acceptance. Редакционная Коллегия, 79.

Salo, M., & Makkonen, M. (2018). Why do users switch mobile applications? Trialing behavior as a predecessor of switching behavior. Communications of the Association for Information Systems, 42(1), 386–407. https://doi.org/10.17705/1CAIS.04214

Sani, A., Budiyantara, A., Haryanto, T., Wiliani, N., Manaf, K., & Firmansyah, E. (2020). Influences of the Environmental Context on the Acceptance and Adoption Technology among SMEs in Indonesia Esa Firmansyah Sekolah Tinggi Manajemen Informatika dan Komputer (STMIK) Sumedang Influences of the Environmental Context on the Acceptance and Adopt. TEST: Engineering and Management, 83(June).

Sapir, A., Drori, I., & Ellis, S. (2016). The Practices of Knowledge Creation: Collaboration Between Peripheral and Core Occupational Communities. European Management Review, 13(1), 19–36.

Saptowalyono, C. A. (2020). Pandemi Percepat Transformasi Digital UMKM. Kompas. https://kompas.id/baca/ekonomi/2020/05/15/webinar-umkm-pandemi-percepat-transformasi-digital/

Scott, S., & McGuire, J. (2017). Using Diffusion of Innovation Theory to Promote Universally Designed College Instruction. International Journal of Teaching and Learning in Higher Education, 29(1), 119–128.

Seemann, K. (2003). Basic principles in holistic technology education. Journal of Technology Education, 14(2), 28–39.

Sharma, V. K., & Kumar, R. (2018). Short Communication Communication Sources Used By the Small Farmers in Adoption of Wheat Technology. TECHNOFAME: A Journal of Multidiciplinary Advance Research, 7(1), 144–146.

Shrestha, R. (2020). SMEs need right skills to shine in e-commerce. The Jakarta Post.

Singer, L. (n.d.). On the Diffusion of Innovations: How New Ideas Spread. Leif.Me. Retrieved January 28, 2021, from https://leif.me/on-the-diffusion-of-innovations-how-new-ideas-spread/

Sudaryanto, Ragimun, & Wijayanti, R. R. (2013). Strategi Pemberdayaan UMKM Menghadapi Pasar Bebas Asean. Kementerian Keuangan Republik Indonesia. https://www.kemenkeu.go.id/sites/default/files/strategi pemberdayaan umkm.pdf

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Jakarta: Alfabeta, CV.

Sunday, C. E., & Vera, C. C.-E. (2018). Examining information and communication technology (ICT) adoption in SMEs. Journal of Enterprise Information Management, 31(2), 338–356. https://doi.org/10.1108/jeim-12-2014-0125

Suryana, A. (2019). Budaya Organisasi Pada Usaha Kecil dan Menengah (UKM) di Perkotaan dan Perdesaan. The Future of Organizational Communication In The Industrial Era 4.0 (p. 203). Aksel Media Akselerasi.

Täuscher, K., & Laudien, S. M. (2018). Understanding platform business models: A mixed methods study of marketplaces. European Management Journal, 36(3), 319–329. https://doi.org/10.1016/j.emj.2017.06.005

Vrain, E., & Wilson, C. (2021). Social networks and communication behaviour underlying smart home adoption in the UK. Environmental Innovation and Societal Transitions, 38, 82–97. https://doi.org/10.1016/j.eist.2020.11.003

Wadhwa, P., McCormick, M., & Musteen, M. (2017). Technological innovation among internationality active SMEs in the Czech economy: Role of human and social capital of CEO. European Business Review, 29(2).




DOI: https://doi.org/10.25008/jkiski.v6i1.508



      




Article Metrics:

Abstract Views - 152

PDF Downloads - 75



Refbacks

  • There are currently no refbacks.




Copyright (c) 2021 Kadek Dristiana Dwivayani, Ainun Nimatu Rohmah, Kheyene Molekandella Boer

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



Indexed by: 
Google Scholar  Mendeley

Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (P-ISSN : 2548-8740, E-ISSN : 2503-0795)
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Secretariat:
Jurnal Komunikasi: Ikatan Sarjana Komunikasi Indonesia (ISKI)
Gedung Dewan Pers 5th Floors, Jl. Kebon Sirih 32-34 Jakarta 10110 - Indonesia

Contact Person: Prof. Dr. Rajab Ritonga, M.Si

Email                  : rajab.ritonga@dsn.moestopo.ac.id

Call/Whatsapp : +62811133471
View My Stats