Efektivitas Engagement Influencer dalam Ekonomi Digital: Dampak Terhadap Omzet Harian dan Daya Saing UMKM Kaku Food di Kota Makassar
DOI:
https://doi.org/10.29407/jpeaku.v5i2.26699Keywords:
UMKM, Efektifitas Engagement Influencer, Ekonomi Digital, Daya Saing, KewirausahaanAbstract
Penelitian ini bertujuan mengeksplorasi sejauh mana engagement influencer dapat meningkatkan penjualan harian KAKU FOOD di Makassar serta bagaimana hal tersebut mempengaruhi daya saingnya di industri kuliner lokal. Penelitian ini merupakan penelitian kualitatif dengan metode studi kasus pada satu pelaku UMKM yang memanfaatkan jasa engagement influencer untuk meningkatkan omzet harian dan daya saing di era ekonomi digital. Data dikumpulkan melalui wawancara mendalam, observasi aktivitas media sosial, dan studi dokumentasi, kemudian dianalisis melalui tahapan reduksi data, koding, dan penentuan tema dengan triangulasi sumber (pemilik, konsumen, dan dokumen) untuk menjaga keabsahan temuan. Hasil penelitian menunjukkan bahwa engagement influencer berkontribusi terhadap peningkatan daya saing KAKU FOOD melalui pembentukan citra merek positif, perluasan jangkauan promosi, dan terbentuknya loyalitas pelanggan. Namun, kualitas produk yang konsisten, harga yang wajar, dan pelayanan yang baik tetap menjadi faktor kunci dalam menjaga kepercayaan konsumen. Penelitian ini juga menyoroti pergeseran strategi dari Key Opinion Leader (KOL) berbayar menuju Key Opinion Customer (KOC) sebagai bentuk efisiensi biaya pemasaran bagi UMKM.
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