Abstract
This research aims to find out model of communication marketing as means to increasing the power of women’s UKM in informal sector of Yogyakarta. Research methodology in qualitative descriptive is used with collect data, focus group discussion (FGD). These research methodogy are service, food, and farm. Result of this research found model of communication marketing which is used media social methodology in informal sector to increasing the power of women’s UKM of Yogyakarta. This research extend give recommendation for women’s UKM of Yogyakarta to optimize their effort through social media such as facebook, twitter, instagram, and website.
Highlights
Abstrak Penelitian ini bertujuan untuk menemukan model komunikasi pemasaran sebagai upaya peningkatan pemberdayaan Usaha Kecil Menengah (UKM) perempuan di sektor informal di Yogyakarta
This research aims to find out model of communication marketing
Research methodology in qualitative descriptive is used with collect data
Summary
Abstrak Penelitian ini bertujuan untuk menemukan model komunikasi pemasaran sebagai upaya peningkatan pemberdayaan Usaha Kecil Menengah (UKM) perempuan di sektor informal di Yogyakarta. Hasil penelitian ini menemukan model komunikasi pemasaran yang menggunakan metode sosial media dalam sektor informal untuk meningkatkan pemberdayaan UKM perempuan di Yogyakarta. Dari hasil penelitian yang dilakukan di India oleh Patgaonkar, Sadashiv and Barhat (2012) bahwa bisnis di sektor informal memiliki peran yang sangat signifikan di bidang kewirausahaan hal ini ternyata juga terjadi di Indonesia khususnya pengusaha perempuan di Daerah Istimewa Yogyakarta.
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