Strategi Komunikasi Crowdfunding melalui Media Sosial (Crowdfunding Communication Strategy through Social Media)
Article Sidebar
Read Counter : 3735
Download : 8461
Main Article Content
Abstract
Internet telah memasuki setiap segi kehidupan kita dan merubah cara kita berinteraksi dengan orang lain. Kini masyarakat dapat dengan mudah melakukan penggalangan dana maupun menyumbangkan dana yang mereka miliki secara online. Hal ini yang disebut dengan crowdfunding. Crowdfunding merupakan metode pendanaan berbasis Internet untuk merealisasikan suatu inisiatif melalui kontribusi pendanaan dari kelompok besar orang yang didistribusikan secara online dalam jangka waktu terbatas. Penelitian ini bertujuan untuk melihat bagaimana Kitabisa.com sebagai salah satu platform crowdfunding merumuskan strategi komunikasi organisasinya sehingga kini menjadi platform crowdfunding terpopuler di Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan metode pengumpulan data melalui wawancara, observasi, dokumentasi dan studi kepustakaan. Dalam pembahasan dan analisis data digunakan kerangka konsep teoritis mengenai strategi komunikasi yang meliputi 5 (lima) kategori, yaitu penentuan tujuan komunikasi, penentuan segmentasi khayalak, penyusunan dan metode penyampaian pesan, pemilihan media, dan peranan komunikator.
Article Details
Authors who publish with this journal agree to the following terms:
- Author (s) hold copyrights and retain copyrights of articles if the article is accepted for publishing.
- The author grants the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material are distributed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Public allowed to Share (copy and redistribute the material in any medium or format) and Adapt (remix, transform, and build upon the material) this journal article content.
References
Apr, B. S. "From “Strategy” To “Corporate Communication Strategy”: A Conceptualisation." Journal of Communication Management 8, no. 2 (July 2002): 168–183.
Aqsa, Muhammad. "Pengaruh Kredibilitas Perusahaan dan Public Figure dalam Periklanan Online terhadap Sikap Konsumen". Jurnal Universitas Muhammadiyah Surabaya, (Maret 2015):12. http://103.114.35.30/index.php/balance/article/viewFile/1301/1194.
Beier, Michael and Kerstin Wagner. "Crowdfunding Success: A Perspective from Social Media and E-commerce." Thirty Sixth International Conference on Information Systems, (December 2015): 1-22.
Belleflamme, Paul., Thomas Lambert, and Armin Schwienbacher. "Crowdfunding: Tapping the Right Crowd." Journal of Business Venturing, 29, no. 5 (July 2013): 585–609. https://doi.org/10.1016/j.jbusvent.2013.07.003.
Fred C. Lunenburg. "Communication: The Process, Barriers, And Improving Effectiveness." Schooling 1, no. 1 (2010): 1–61.
Gerber, E. M., Hui, J. S., Kuo, P.-Y. "Crowdfunding: Why People are Motivated to Post and Fund Projects on Crowdfunding Platforms." Proc. of the International Workshop on Design, Influence, and Social Technologies: Techniques, Impacts and Ethics 10, (2012). https://doi.org/http://dx.doi.org/10.1145/2530540.
Hemer, J. "A Snapshot on Crowdfunding." Firms and Region, 39 (July 2011). Accessed from http://www.econstor.eu/bitstream/10419/52302/1/671522264.pdf.
Hossain, M., & Oparaocha, G. O. "Crowdfunding: Motives, Definitions, Typology and Ethical Challenges." Entrepreneurship Research Journal 7, no.2 (2017). https://doi.org/10.1515/erj-2015-0045.
Kaur, Harmeet and Jaya Gera. "Effect of Social Media Connectivity on Success of Crowdfunding Campaigns." The 5th International Conference on Information Technology and Quantitative Management 122, (2017): 767-774.
Kim, T., Por, M. H., Yang, S. B. "Winning the Crowd in Online Fundraising Platforms: The Roles Of Founder and Project Features." Electronic Commerce Research and Applications 25, (2017): 86–94. https://doi.org/10.1016/j.elerap.2017.09.002.
Kotler, P., Lee, N. Social Marketing: Influencing Behavior for Good Thousand Oaks. California: Sage Publication, 2006.
Mainardes, E. W., Ferreira, J. J., & Raposo, M. L. "Strategy and Strategic Management Concepts: Are They Recognised By Management Students?." E a M: Ekonomie a Management 17, no. 1 (2014): 43–61. https://doi.org/10.15240/tul/001/2014-1-004.
Manning, J. "Definition and Classes of." Encyclopedia of Social Media and Politics, (January 2014). https://doi.org/10.4135/9781452244723.n485.
Mildawati, Titik. "Teknologi Informasi Dan Perkembangannya." Jurnal Ekuitas, no. 4 (Juni 2000): 101–110.
Moleong, Lexy J. Metodologi Penelitian Kualitatif. Bandung: Remaja Rosdakarya, 2007.
Nasrullah, R. "Riset Khalayak Digital: Perspektif Khalayak Media Dan Realitas Virtual Di Media Sosial." Jurnal Sosioteknologi 17, no. 2 (2018): 271–287. https://doi.org/10.5614/SOSTEK. ITBJ.2018.17.2.9.
Neuman, W. Lawrence. Metodologi Penelitian Sosial: Pendekatan Kualitatif dan Kuantitatif. Ed. 7. Jakarta: PT Indeks, 2013.
Nevin, S., Gleasure, R., O'Reilly, P., Feller, J., Li, S., & Cristoforo, J. "Social identity and social media activities in equity crowdfunding." In Proceedings of the 13th International Symposium on Open Collaboration, (August 2017): 11. ACM. https://doi.org/10.1145/3125433.3125461.
Pillay, K., Maharaj, M. "An Overview of Web 2.0 Social Media as a tool for advocacy," Design, (October 2004): 0–12. Retrieved from http://scholar.googleusercontent.com/scholar?q= cache:hfPFDpsPDF8J:scholar.google.com/+social+media+use+facebook+twitter+greenpeace&hl=en&as_sdt=0,23.
Poentarie, E. "Penerapan Strategi Komunikasi pada PLIK Nanggulan 2.” Jurnal Studi Komunikasi Dan Media 17, no. 2 (2013): 163–172.
Raco, R. Metode Penelitian Kualitatif: Jenis, Karakteristik dan Keunggulannya. Jakarta: PT Gramedia Widiasarana Indonesia, 2010.
Smith, R. D. Strategic Planning for Public Relations (Vol. 6). London: Lawrence Erlbaum Associates, 2002.
Suryanto. Pengantar Ilmu Komunikasi (1). Bandung: CV Pustaka , 2015.
Surbhi, S. “Difference Between Crowdfunding and Traditional Fundraising.” Accessed November 15, 2019. https://keydifferences.com/difference-between-crowdfunding-and-traditional-fundraising.htm, (2019): 7.
Wolf, M., Sims, J. "Social Media? What Social Media?." Annual Conference of the UK Academy for Information Systems, (2018).