Pemanfaatan Media Sosial Dalam Pemasaran Sosial Bagi Remaja

Resti Sri Elwani, Firman Kurniawan
| Abstract views: 65 | views: 43

Abstract

Adolescent face very vulnerable period of transition from childhood to adulthood. Because adolescents do not have enough knowledge and awareness to get through this transition, adolescents often experience various kinds of problems. Genereasi Berencana Program (GenRe) is one of the interventions to overcome this problem. The high intensity of adolescents in using social media is the foundation of the GenRe program choosing this new media as one of their communication channels. The use of social media is considered as a communication strategy that is relevant and appropriate for adolescents. This study aims to examine how social media is used in social marketing for adolescents and how create an effective message on social media to increase adolescent awareness. The research was conducted through a descriptive qualitative approach to explain how social media is used as a channel for social marketing communication and how to create effective message on social media. Three informans were selected based on purposive sampling technique. Data collection was carried out by interview and literature study. The data analysis technique used in this study refers to Miles & Hubberman which consists of three subprocesses, namely data reduction, data presentation and drawing conclusions or verification. Social marketing theory is used for analysis to answer the problems in this study.  The results showed that social media can be utilized as a social marketing communication channel for adolescent.But,low engagement of substance content compared to non-substance is a challenge faced by GenRe programs on social media. Frequency, consistency and involvement of influencers are some of the strategies that can be implemented to overcome these problems. 



Remaja mengalami periode yang sangat rentan yaitu masa transisi dari masa anak-anak menuju masa dewasa. Karena remaja tidak memiliki pengetahuan dan kesadaran bagaimana melewati masa transisi ini mengakibatkan remaja seringkali mengalami berbagai macam masalah. Program Generasi Berencana (GenRe) adalah salah satu intervensi untuk mengatasi masalah tersebut. Tingginya intensitas remaja dalam mengakses media sosial menjadi landasan program GenRe memilih media baru tersebut sebagai salah satu saluran komunikasi mereka. Penggunaan media sosial dianggap sebagai strategi komunikasi yang relevan dan sesuai bagi remaja. Penelitian ini bertujuan untuk mengkaji bagaimana media sosial digunakan dalam pemasaran sosial bagi remaja dan bagaimana strategi pengemasan pesan yang efektif di media sosial untuk  meningkatkan kesadaran remaja. Penelitian dilakukan melalui pendekatan kualitatif yang bersifat deskriptif untuk menggali informasi secara mendalam dari narasumber agar mendapatkan penjelasan bagaimana media sosial digunakan sebagai saluran komunikasi pemasaran sosial bagi remaja dan bagaimana strategi pengemasan pesan yang efektif di media sosial. Tiga narasumber dalam penelitian ini dipilih berdasarkan teknik purposive sampling. Pengumpulan data dilakukan dengan wawancara dan studi literatur. Teknis analisis data yang digunakan dalam penelitian ini mengacu pada Miles & Hubberman yang terdiri dari tiga subproses, yaitu reduksi data, penyajian data dan penarikan kesimpulan. Teori pemasaran sosial digunakan untuk analisis dan membantu menjawab permasalahan dalam penelitian ini. Hasil penelitian menunjukkan media sosial dapat dimanfaatkan sebagai saluran komunikasi pemasaran sosial bagi remaja. Namun media sosial tidak dapat berdiri sendiri sehingga pemilihan omni-channel adalah strategi yang lebih efektif. Rendahnya engagement konten substansi dibanding nonsubstansi adalah tantangan yang dihadapi pemasaran sosial program GenRe di media sosial. Frekuensi, konsistensi dan pelibatan influencer adalah beberapa strategi yang dapat diimplementasikan untuk mengatasi permasalahan tersebut.

Keywords

adolescent awareness; social marketing; social media; kesadaran remaja; media sosial; pemasaran sosial

Full Text:

PDF

References

American Psychological Assosiation. (2002). A Reference for Professional: Developing Adolescents. New York. American Psychological Assosiation

Andarini, S. S. (2015). Pemasaran Sosial melalui Media Sosial oleh Organisasi Nirlaba (Studi Kasus: Social Media Marketing dan Model Adopsi Produk Sosial di Media Sosial dalam Kampanye ASI oleh Asosiasi Ibu Menyusui Indonesia). Tesis. FISIP UI

Asosiasi Penyelenggara Jasa Internet Indonesia. (2018). Penetrasi & Perilaku Pengguna Internet Indonesia - Survey 2017. Jakarta

Ayu, S. M., & Kurniawati, T. (2017). Hubungan Tingkat Pengetahuan Remaja Putri tentang Aborsi dengan Sikap Remaja Terhadap Aborsi di MAN 2 Kediri Jawa Timur. Unnes Journal of Public Health, 6(2), 2–5.

BKKBN. (2017). Survei Demografi dan Kesehatan Indonesia. BKKBN: Jakarta

BPS. (2018). Survey Sosial Ekonomi Nasional. BPS: Jakarta

Bresciani, S., & Schmeil, A. (2013). Social Media Platforms for

Social Good. 2012 6th IEEE International Conference on Digital Ecosystems and Technologies (DEST), 1–6. https://doi.org/10.1109/DEST.2012.6227944

Creswell, J.W. (2014). Research Methods: QUalittaive and Quantitative: Mixed Methods Approach. Thousand Oaks: SAGE

Dahl, S., & N. (2010). Current Themes in Social Marketing Research: Text-mining the past five years.

Denzin, N. K. & Lincoln, Y. S. (1994). Handbook of Qualittaive Research. London : SAGE

Dotulong, C. M. (2019). Pemasaran Sosial Nilai Lembaga Negara melalui Media Sosial. Studi Kasus Media Sosial Lembaga Negara Bidang Pertahanan dan Keamanan.Tesis. FISIP-UI

Freberg, K., Freberg, L., & Mcgaughey, K. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, (October 2017), 9–12. https://doi.org/10.1016/j.pubrev.2010.11.001

French, J. (2012). An Introduction to the Key Pinciples and Concepts of Social Marketing, 1–27.

Herring, S. C. (2015). Teens , Gender , and Self-Presentation in Social Media.

Hurlock, A. B. (1998). Perkembangan Anak Jilid I. Jakarta: Erlangga

Indrajaya, S. E., dan Lukitawati, L. (2019). Tingkat Kepercayaan Generasi Z terhadap Berita Infografis dan Berita Ringkas di Media Sosial. Jurnal Komunikasi, 11(2), pp. 169-182. https://journal.untar.ac.id/index.php/komunikasi/article/view/5045

Kaplan, A. M., & Haenlein, M. (2010). Users of the world , unite ! The challenges and opportunities of Social Media. https://doi.org/10.1016/j.bushor.2009.09.003

Kemenkes. (2014). Info Datin Reproduksi Remaja.2015. Kemenkes: Jakarta

Kent, M. L., & Taylor, M. (1998). Building Dialogic Relationships through The World Wide Web. Public Relations Review, 24(3), 321–334.

Kim, K. S., St, N. P., Wi, M., Ching, S., & Sin, J. (2012). Use of social media in different contexts of information seeking : effects of sex and problem ­ solving style.

Korda, H., & Itani, Z. (2015). Harnessing Social Media for Health Promotion and Behavior Change, (September). https://doi.org/10.1177/1524839911405850

Kotler, P., & Roberto, E. L. (1989). Social Marketing: Strategies for Changing Public Behavior. The Free Press.

Kusumasari, D., & Arifianto, S. (2019). Makna Teks Ujaran Kebencian Pada Media Sosial,(9),1–15. https://journal.untar.ac.id/index.php/komunikasi/article/view/ 4045

Luca, N. R., & Suggs, L. S. (2019). Strategies for the Social Marketing Mix : A Systematic Review This article, (May). https://doi.org/10.1080/15245004.2010.522767

Lusk, B. (2010). Digital Natives and Social Media Behaviors: An Overview: Prevention Researcher.doi:10.1037/e510232011-001

Nakhaee, S., Vagharseyyedin, S. A., Afkar, E., & Mood, M. S. (2017). The Relationship of Family Communication Pattern with Adolescents ’ Assertiveness, 14(4). https://doi.org/10.5812/modernc.66696.Research

Neuman, W.L. (2014) Social Research Methods: Qualitative and Quantitative Approaches. 7th edition. Essex: Pearson

Nurhayati. (2011). Hubungan Pola Komunikasi dan Kekuatan Keluarga dengan Perilaku Seksual Beresiko pada Remaja di Desa Tridaya Sakti Kecamatan Tambun Selatan Kabupaten Bekasi. Tesis.

Patel, Neil. (2016). How Frequently You Should Post on Social Media According to The Pros. Forbes.com

Patton, M. Q. (2002). Qualitative Evaluation and Research Methods. Thousand Oaks: SAGE

Payne, E. M., Barger, V. A., & Peitier, J. W. (2017). Omni-channel marketing , integrated marketing communications and consumer engagement : A research agenda Omni-channel marketing , integrated marketing communications , and consumer engagement : A research agenda †, (June).

https://doi.org/10.1108/JRIM-08-2016-0091

Ram, A., & Horsley, J. S. (2017). The role of social media on positive youth development_ An analysis of 4-H Facebook page and 4-H’ers’ positive development. Children and Youth Services Review, 77(January), 127–138.

https://doi.org/10.1016/j.childyouth.2017.04.014

Salam, R. A., Sc, M., Faqqah, A., D, M., Sajjad, N., S, M. B. B., … Ph, D. (2016). Improving Adolescent Sexual and Reproductive Health : A Systematic Review of Potential Interventions, 59. https://doi.org/10.1016/j.jadohealth.2016.05.022

Thackeray, R., Neiger, B. L., & Keller, H. (2012). Health Promotion Practice. https://doi.org/10.1177/1524839911432009

Truman, E., Elliott, C.(2019). Identifying food marketing to teenagers: a scoping review. Int J Behav Nutr Phys Act 16. doi:10.1186/s12966-019-0833-2

We Are Social. (2019). Digital 2019-Indonesia. Retrieved from https://wearesocial.com/global-digital-report-2019

WHO. (2014). Adolescent Pregnancy. Fact Sheet. Retrieved from https://apps.who.int/iris/bitstream/handle/10665/112320/WHO_RHR_14.08_eng.pdf

WHO. (2020) Adolescent Pregnancy. Fact Sheet. Retrieved from https://www.who.int/news-room/fact-sheet/detail/adolescent-pregnancy

Yin, R. K. (2003). Case study research: Design and methods (3rd ed.). Thousand Oaks, CA: Sage.

Copyright (c) 2020 Jurnal Komunikasi
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Refbacks

  • There are currently no refbacks.