Membangun Komunitas Produk melalui Media Sosial pada Bisnis Masakan Padang, Indonesia

Hari Candrawati (Universitas Pamulang, Indonesia)

Abstract


Abstract

This research aims to analyze the management of social media in food business activities. With the availability of interactive communication through social media allows the restaurant company to engage intensively with consumers. Responsive interaction is needed to foster closeness of the relationship between the company and consumers. This research is qualitative that analyzes investors (Padang restaurant) who join the Shopee marketplace. This research managed to reveal that restaurant companies that sell Padang cuisine types do not actively use social media as a business channel. The interactions built are still one-way and unresponsive to consumer comments. This has an impact on the undeveloped community of loyal Padang cuisine products.

 

Keywords: Responsive interaction, Consumer engagement, Social media, Product community

 

Abstrak:

Penelitian ini bertujuan untuk menganalisis pengelolaan media sosial dalam kegiatan bisnis makanan. Dengan ketersediaan komunikasi yang interaktif melalui media sosial memungkinkan pihak perusahaan rumah makan dapat terlibat secara intensif dengan konsumen. Interaksi yang responsif diperlukan untuk membina kedekatan hubungan antara perusahaan dengan konsumen. Penelitian ini adalah kualitatif yang menganalisis pelapak (rumah makan padang) yang bergabung di marketplace Shopee. Penelitian ini berhasil mengungkap bahwa perusahaan rumah makan yang menjual jenis masakan Padang tidak secara aktif menggunakan media sosial sebagai saluran bisnis. Interaksi yang dibangun masih satu arah dan tidak responsif terhadap komentar-komentar konsumen. Hal ini berdampak tidak terbinanya komunitas produk masakan padang yang loyal.

 

Kata kunci: Interaksi responsif, Consumer engagement, Media sosial, Komunitas produk


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References


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DOI: https://doi.org/10.24952/tad.v4i1.5185

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