UMAROH, ADILLA (2023) PERENCANAAN KOMUNIKASI PADA PROGRAM PEMBERDAYAAN UMKM SEBAGAI PEMASARAN FIGUR POLITIK (Studi Kasus Model Perencanaan KAP Pada Program Pelatihan Wirausaha Maju UMKM usAHA di Kabupaten Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
UMKM usAHA is a community empowerment institution in the economic and political fields which aims to help economy improvement of middle to lower class people affected by the Covid-19 pandemic through the Wirausaha Maju program. In the economic field, this program focuses on education prospective entrepreneurs as well as micro-entrepreneurs who wish to develop further. Meanwhile, in the political field, the aim is to socialize Airlangga Hartarto as the UMKM usAHA founder to MSME partners and the community. This research was conducted by analyzing the communication planning model based on the Knowledge, Attitude, and Practice (KAP) by Cangara (2004). The research approach used in this study is qualitative approach. The method used in this study is Case Study and the research techniques to obtain the data were done by interview, observation, documentation studies, and literature studies. The result of this study indicates: (1) Micro business actors are the target of UMKM usAHA who are selected according to the policies or SOPs that have been made regarding to the criteria for the MSME actors. (2) Socialization was held regarding to the Wirausaha Maju Program fostered by Airlangga Hartarto, as well as information related to financial assistance & entrepreneurship training for MSME partners. (3) MSME empowerment through entrepreneurship training which is held in 2 stages, direct (offline) and online via Zoom Meeting, all the information is delivered via the Whatsapp Group. (4) Competent speakers are selected according to their respective fields to convey the training topics which has been planned. (5) Dissemination of information on the Wirausaha Maju program is made with various form of media, including visual, audio-visual, print, and electronic media. (6) There is a material trial, budget determination, and personnel determination to run the program. Keywords: Communication Planning, KAP Communication Planning Model, Political Marketing
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | UMKM usAHA merupakan lembaga pemberdayaan masyarakat di bidang ekonomi dan politik yang bertujuan untuk membantu meningkatkan perekonomian masyarakat menengah ke bawah yang terdampak pandemi Covid-19 melalui program Wirausaha Maju. Di bidang ekonomi, program ini berfokus pada kegiatan mengedukasi calon wirausahawan dan juga pelaku usaha mikro yang ingin lebih berkembang, sedangkan di bidang politik bertujuan untuk mensosialisasikan Airlangga Hartarto selaku pembina UMKM usAHA kepada mitra UMKM dan masyarakat. Penelitian ini dilakukan dengan analisis model perencanaan komunikasi berbasis Knowledge, Attitude, dan Practice (KAP) oleh Cangara (2014). Pendekatan penelitian yang digunakan pada penelitian ini yaitu pendekatan kualitatif. Metode yang dilaksanakan pada penelitian ini adalah studi kasus dan teknik penelitian untuk mendapatkan data dilakukan dengan cara wawancara, observasi, studi dokumentasi, dan studi literatur. Hasil penelitian ini menunjukan: (1) Pelaku usaha mikro menjadi target sasaran UMKM usAHA yang dipilih sesuai dengan kebijakan atau SOP yang telah dibuat terkait kriteria pelaku UMKM. (2) Diadakan sosialisasi terkait Program Wirausaha Maju yang dibina oleh Airlangga Hartarto, serta informasi terkait bantuan dana & pelatihan kewirausahaan untuk mitra UMKM. (3) Pemberdayaan UMKM ini melalui pelatihan kewirausahaan yang dilaksanakan secara 2 tahap, langsung (offline) dan online via Zoom Meeting, segala informasi ini disampaikan melalui Grup Whatsapp. (4) Pembicara yang kompeten dipilih sesuai dengan bidangnya masing-masing untuk menyampaikan topik pelatihan yang sudah direncanakan. (5) Penyebaran informasi pada program Wirausaha Maju dibuat dengan berbagai bentuk media diantaranya media visual, audio visual, media cetak, dan elektronik. (6) Terdapat uji coba materi, penentuan anggaran, dan penentuan personil untuk menjalankan program. Kata Kunci: Model Perencanaan Komunikasi KAP, Perencanaan Komunikasi, Pemasaran Politik | |||||||||
| Subjects: | J Political Science > JF Political institutions (General) Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Adilla Umaroh | |||||||||
| Date Deposited: | 17 Jan 2023 09:23 | |||||||||
| Last Modified: | 17 Jan 2023 09:23 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/19792 |
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