STRATEGI KOMUNIKASI DINAS KOPERASI USAHA KECIL DAN MENENGAH PROVINSI YOGYAKARTA DALAM MENYUKSESKAN DIGITALISASI USAHA MIKRO KECIL DAN MENENGAH DI YOGYAKARTA

Imam Solehudin, NIM.: 15730077 (2020) STRATEGI KOMUNIKASI DINAS KOPERASI USAHA KECIL DAN MENENGAH PROVINSI YOGYAKARTA DALAM MENYUKSESKAN DIGITALISASI USAHA MIKRO KECIL DAN MENENGAH DI YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The Digitalization of Micro, Small and Medium Enterprises (MSMEs) is a new phenomenon that has begun to become a trend in recent years due to the influence of the development of digital technology in Indonesia. This phenomenon creates new challenges for MSMEs, especially in the Special Region of Yogyakarta (DIY) to continue to exist and survive due to global competition. The DIY Department of Cooperatives and SMEs is one of the regional government agencies that focuses on building the competitiveness of MSMEs in DIY, especially in the aspect of digitizing MSMEs. To achieve this success, the DIY Department of Cooperatives and SMEs has plans and strategies designed to answer the challenges of the digital era in the DIY MSMEs sector. Research conducted by researchers aims to determine the communication strategy carried out by the DIY Department of Cooperatives and SMEs in the success of digitizing MSMEs in Yogyakarta. Researchers used the theory of communication strategy elements belonging to Onong Uchjana Effendy. Researchers used a qualitative descriptive study method with a purposive sampling technique. The results of this study indicate that the communication strategy used by the DIY Department of Cooperatives and SMEs in the success of digitizing MSMEs in Yogyakarta has implemented a reference to the elements of a communication strategy theorized by Onong Ucjana Effendy. The DIY Department of Cooperatives and SMEs has recognized the condition of the DIY MSMEs from a digital aspect and created a clustering system and database of MSMEs called Sibakul, from which communication messages are made based on these clusters, the DIY Department of Cooperatives and SMEs uses digital media in disseminating information, and presenting competent communicators in coaching activities.

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