MANAJEMEN DATA DIGITAL: ANALISIS EFEKTIFITAS DAN STRATEGI PENGGUNAAN DATABASE FOLLOWERS

Penulis

  • Wahyu Eko Prasetyo Universitas Muhammadiyah Sidoarjo

DOI:

https://doi.org/10.37932/j.e.v12i2.600

Kata Kunci:

customer style, followers, marketplace, toko online

Abstrak

Berkembangnya teknologi yang berimplikasi pada berubahnya customer style dalam melakukan transaksi belanja harus di respon secara intens oleh para pelaku bisnis khususnya pebisnis yang menggunakan platform digital dalam proses pemasaran produknya. Saat ini belanja online sudah menjadi pola dan kebiasaan baru para konsumen pemakai suatu produk. Sehingga para pelaku bisnis harus bisa mengikuti trend sekaligus mengkomodasi strategi penjualan melalui platform digital. Tantangan utama yang harus dihadapi para pemilik bisnis adalah bagaimana bisa menarik perhatian calon konsumen untuk mengunjungi toko online yang mereka miliki. Salah satu cara yang trend saat ini banyak dilakukan adalah dengan memperbanyak followers agar probability value produk yang dijual semakin tinggi diterima oleh calon konsumen. Penelitian ini bertujuan untuk menganalisis beberapa metode pengolahan data followers beserta efektivitasnya dengan menggunakan metode analisis kualitatif deskriptif dengan pengumpulan data menggunakan wawancara dan studi laporan data marketplace pemilik bisnis. Hasil penelitian ini menunjukkan bahwa setidaknya ada dua kategori jenis followers yaitu followers organik (aktif) dan unorganik (pasif). Perusahaan model sejenis jasa lebih tepat menggunakan metode pengelolahan database followers dengan membeli followers unorganik untuk meningkatkan nilai trust. Kemudian perusahaan bertipe produk musiman bisa menggunakan metode pengelolahan database organik melalui jalur giveaway, dan untuk perusahaan sejenis retail dengan budget pemasaran yang besar lebih tepat menggunakan metode pengelolahan database followers melalui jalur iklan dan promo mandiri. Hasil penelitian ini diharapkan bisa menjadi rekomendasi bagi pelaku bisnis online ketika memutuskan untuk menggunakan strategi pengelolahan database followers sesuai dengan segmentasi produk yang menjadi lini bisnisnya.The development of technology that has implications for changing customer style in conducting shopping transactions must be responded intensely by business people, especially business people who use digital platforms in the process of marketing their products. Nowadays, online shopping has become a new pattern and habit for consumers who use a product. So that business people must be able to follow trends while accommodating sales strategies through digital platforms. The main challenge that business owners have to face is how to attract the attention of potential consumers to visit the online store they have. One way that the current trend is widely done is to increase followers so that the probability value of the products sold is higher and received by potential consumers.  The results of this study show that there are at least two categories of followers, namely organic (active) and unorganic (passive) followers. A service-like model company is more appropriate to use the follower database management method by buying unorganic followers to increase the value of trust.  Then companies with seasonal product types can use the method of managing organic databases through the giveaway channel, and for similar retail companies with large marketing budgets, it is more appropriate to use the follower database management method through independent advertising and promo channels. The results of this study are expected to be a recommendation for online business people when deciding to use a follower database management strategy in accordance with the product segmentation that is their business line.

Referensi

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Diterbitkan

2022-09-24

Cara Mengutip

Prasetyo, W. E. (2022). MANAJEMEN DATA DIGITAL: ANALISIS EFEKTIFITAS DAN STRATEGI PENGGUNAAN DATABASE FOLLOWERS. Jurnal Ekobis : Ekonomi Bisnis &Amp; Manajemen, 12(2), 280–290. https://doi.org/10.37932/j.e.v12i2.600

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Vol 12 No 2 (2022): Jurnal Ekobis: Ekonomi Bisnis dan Manajemen

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