Strategi Personalisasi Konten dan Produk dalam Meningkatkan Visibilitas dan Konversi di Platform Digital Gama Textile

Shalwa Putri Ikhtiarini; Rivi Tiara Ayu; Angga Febrian; Yuniarti Fihartini; Dwi Nugroho; Rosita Rosita; Jufri Yandes; Pindo Riski Saputra

doi:10.70609/i-com.v5i3.7659

Penulis

Shalwa Putri Ikhtiarini Universitas Lampung, Indonesia
Rivi Tiara Ayu Universitas Lampung, Indonesia
Angga Febrian Universitas Lampung, Indonesia
Yuniarti Fihartini Universitas Lampung, Indonesia
Dwi Nugroho Universitas Lampung, Indonesia
Rosita Rosita Politeknik Negeri Sriwijaya, Indonesia
Jufri Yandes Universitas Lampung, Indonesia
Pindo Riski Saputra Universitas Dharma Wacana, Indonesia

DOI:

https://doi.org/10.70609/i-com.v5i3.7659

Kata Kunci:

Pemasaran Digital, Sosial Media, Industri Tekstil

Abstrak

Industri tekstil Indonesia menghadapi dinamika pasar yang tidak menentu, mendorong pelaku usaha untuk beradaptasi dengan strategi pemasaran digital. Pengabdian ini bertujuan untuk membantu Gama Textile menjangkau audiens yang sesuai segmentasinya. Kegiatan ini berfokus pada penyusunan konten yang menarik, pengoptimalan gambar produk, penggunaan Facebook Ads, pembangunan landing page dengan Facebook Pixel, serta peningkatan tampilan Shopee. Metode pengabdian yang digunakan adalah Defusi Ipteks berbasis pendekatan partisipatif, dimana tim pengabdi bersama mitra secara aktif merancang dan merealisasikan solusi melalui observasi, wawancara, diskusi, pelatihan teknis, dan pendampingan langsung. Landasan teori Uses dan Gratifications (UGT) dan prinsip komunikasi efektif digunakan untuk meningkatkan nilai konten. Hasil kegiatan menunjukkan peningkatan keterlibatan pengguna, kualitas dan relevansi konten, dan peningkatan efektivitas promosi digital mitra. Pendampingan ini diharapkan dapat memperkuat posisi Gama Textile di pasar digital dan menjadi model praktik terbaik bagi UMKM lainnya.

Referensi

Altamira, M. B., Putri, K. D. A. P., & Samudra, R. M. R. T. (2023). The Role of Creative Content in Digital Marketing Strategies in Educational Institution Social Media (Case Study: Instagram of Vocational Education Program, Universitas Indonesia). https://doi.org/10.3390/proceedings2022083062 DOI: https://doi.org/10.3390/proceedings2022083062

Aydin, G., Uray, N., & Silahtaroglu, G. (2021). How to engage consumers through effective social media use-guidelines for consumer goods companies from an emerging market. Journal of Theoretical and Applied Electronic Commerce Research, 16(4). https://doi.org/10.3390/jtaer16040044 DOI: https://doi.org/10.3390/jtaer16040044

Bryła, P., Chatterjee, S., & Ciabiada-Bryła, B. (2022). The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review. In International Journal of Environmental Research and Public Health (Vol. 19, Issue 24). https://doi.org/10.3390/ijerph192416637 DOI: https://doi.org/10.3390/ijerph192416637

Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. In Psychology and Marketing (Vol. 39, Issue 8). https://doi.org/10.1002/mar.21670 DOI: https://doi.org/10.1002/mar.21670

Da-yong, Z., & Zhan, S. (2022). Short video users’ personality traits and social sharing motivation. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1046735 DOI: https://doi.org/10.3389/fpsyg.2022.1046735

Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60. https://doi.org/10.1016/j.jretconser.2021.102501 DOI: https://doi.org/10.1016/j.jretconser.2021.102501

Gyenge, B., Máté, Z., Vida, I., Bilan, Y., & Vasa, L. (2021). A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain. Journal of Theoretical and Applied Electronic Commerce Research, 16(4). https://doi.org/10.3390/jtaer16040064 DOI: https://doi.org/10.3390/jtaer16040064

Hussain, A., Ting, D. H., & Mazhar, M. (2022). Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.800206 DOI: https://doi.org/10.3389/fpsyg.2022.800206

Koob, C. (2023). Consumers’ Preferences for Digital Corporate Content on Company Websites: A Best–Worst Scaling Analysis. Journal of Theoretical and Applied Electronic Commerce Research, 18(3). https://doi.org/10.3390/jtaer18030066 DOI: https://doi.org/10.3390/jtaer18030066

Laub, J. A. (1999). Assessing the servant organization; Development of the Organizational Leadership Assessment (OLA) model. Dissertation Abstracts International,. Procedia - Social and Behavioral Sciences.

Malesev, S., & Cherry, M. (2021). Digital and social media marketing-growing market share for construction smes. Construction Economics and Building, 21(1). https://doi.org/10.5130/AJCEB.v21i1.7521 DOI: https://doi.org/10.5130/AJCEB.v21i1.7521

Odoom, R. (2025). Digital content marketing and consumer brand engagement on social media- do influencers’ brand content moderate the relationship? Journal of Marketing Communications, 31(4). https://doi.org/10.1080/13527266.2023.2249013 DOI: https://doi.org/10.1080/13527266.2023.2249013

Pascucci, F., Savelli, E., & Gistri, G. (2023). How digital technologies reshape marketing: evidence from a qualitative investigation. Italian Journal of Marketing, 2023(1). https://doi.org/10.1007/s43039-023-00063-6 DOI: https://doi.org/10.1007/s43039-023-00063-6

Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118. https://doi.org/10.1016/j.indmarman.2024.02.002 DOI: https://doi.org/10.1016/j.indmarman.2024.02.002

Soelaiman, L., Herwindiati, D. E., & Payangan, O. R. (2023). Instagram vs TikTok: Which Platform is More Effective for Enhancing SMEs Performance? Jurnal Komunikasi, 15(2). https://doi.org/10.24912/jk.v15i2.23671 DOI: https://doi.org/10.24912/jk.v15i2.23671

Yang, Q., Nikolenko, S., Huang, A., & Farseev, A. (2022). Personality-Driven Social Multimedia Content Recommendation. MM 2022 - Proceedings of the 30th ACM International Conference on Multimedia. https://doi.org/10.1145/3503161.3548769 DOI: https://doi.org/10.1145/3503161.3548769

Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592 DOI: https://doi.org/10.1080/23311975.2023.2204592