DARI LAYAR KE LARIS MANIS : SINERGI LIVE STREAMING DAN VIRAL MARKETING DALAM MEMBERDAYAKAN UMKM WISATA BERBASIS KOMUNITAS DI SULAWESI SELATAN
Kata Kunci:
Live Streaming, Viral Marketing, Ko-kreasi Masyarakat Lokal, Daya Saing UMKM Wisata, Sulawesi Selatan
Abstrak
Pariwisata di Sulawesi Selatan memiliki potensi besar, namun Usaha Mikro, Kecil, dan Menengah (UMKM) pariwisata seringkali kesulitan dalam memperluas jangkauan pasar dan meningkatkan daya saing. Penelitian ini mengkaji kontribusi live streaming, viral marketing, dan ko-kreasi masyarakat lokal dapat berkontribusi pada daya saing UMKM wisata. Studi deskriptif kuantitatif ini melibatkan 162 pelaku UMKM wisata di Sulawesi Selatan yang aktif menggunakan media sosial, pernah melakukan live streaming, memanfaatkan momen viral untuk promosi, dan berkolaborasi dengan komunitas lokal. Data dikumpulkan melalui kuesioner dengan skala Likert (5 poin). Kemudian dianalisis menggunakan PLS-SEM dan diproses dengan WarpPL Versi 8.0. Hasil penelitian menunjukkan bahwa live streaming tidak secara langsung meningkatkan daya saing UMKM, namun memiliki pengaruh yang kuat dan positif terhadap ko-kreasi masyarakat lokal. Sebaliknya, viral marketing terbukti berpengaruh positif dan signifikan baik terhadap daya saing UMKM maupun terhadap ko-kreasi masyarakat lokal. Paling signifikan, ko-kreasi masyarakat lokal secara langsung dan sangat efektif meningkatkan daya saing UMKM, dan juga berperan sebagai mediator krusial, mengubah dampak live streaming serta viral marketing menjadi peningkatan daya saing yang substansial bagi UMKM. Temuan ini menyoroti peran sentral ko-kreasi dalam mentransformasi dampak pemasaran digital menjadi keunggulan kompetitif.
Referensi
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Ji, G., Fu, T., & Li, S. (2023). Optimal selling format considering price discount strategy in live-streaming commerce. European Journal of Operational Research, 309(2), 529-544.
Kim, J., & Kim, M. (2024). Viral dynamics on social media: Enhancing brand engagement through meme marketing strategies. Journal of Current Issues & Research in Advertising, 1-18.
Kock, N. (2020). WarpPLS 7.0 User Manual. Laredo, TX: ScriptWarp Systems.
Leal, M. M., Casais, B., & Proença, J. F. (2022). Tourism co-creation in place branding: the role of local community. Tourism Review, 77(5), 1322-1332.
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509.
Maupa, H., Jilbert, J., & Sanusi, A. (2024). Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance. Revista de Gestão Social e Ambiental, 18(7), e06819-e06819.
Purnomo, S., & Purwandari, S. (2025). A Comprehensive Micro, Small, and Medium Enterprise Empowerment Model for Developing Sustainable Tourism Villages in Rural Communities: A Perspective. Sustainability, 17(4), 1368.
Putra, S. D., & Erwin, E. (2023). Effects of Virality: Culinary MSME Brand Orientation in Using Social Media Influencers. Jurnal Mirai Management, 8(2).
Rossanty, Y., Harahap, R., & Nasution, R. R. (2024). Unlocking SME Potential: How Digital and Organizational Readiness Influence Attitudes Toward Social Media Live Streaming. Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan, 5(4).
Shrestha, R. K., & L’Espoir Decosta, P. (2023). Developing dynamic capabilities for community collaboration and tourism product innovation in response to crisis: Nepal and COVID-19. Journal of Sustainable Tourism, 31(1), 168-186.
Xie, C., Yu, J., Huang, S. S., & Zhang, J. (2022). Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective. Tourism management, 91, 104513.
Zhang, T., & Huang, X. (2022). Viral marketing: Influencer marketing pivots in tourism–a case study of meme influencer instigated travel interest surge. Current Issues in Tourism, 25(4), 508-515.
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. journal of retailing and consumer services, 68, 103015.
Afifah, N. N., Arianto, A., & Saeni, R. (2023). Influencer Sebagai Media Promosi Pariwisata Sulawesi Selatan (Studi Kasus Pada Akun Instagram@ Visitsulsel. Id). KAREBA: Jurnal Ilmu Komunikasi, 42-61.
Ariasih, M. P., Iswahyudi, M. S., Hansopaheluwakan, S., Azman, H. A., Hidayat, C., Erwin, E., ... & Afiyah, S. (2023). Marketing Management: Best Strategies And Practices. PT. Green Pustaka Indonesia.
Ayatullah, A. Q., Haif, A., Haq, F. M., Nurhaerat, N., Zulfikar, Z., Sulkifli, S., ... & Bahar, E. W. (2024). Challenges and Solutions to Local Culture of South Sulawesi in the Era of Globalization. Indonesian Journal of Islamic Religion and Culture, 1(1).
Chen, X., Chen, S., Wang, X., & Huang, Y. (2021). " I was afraid, but now I enjoy being a streamer!" Understanding the Challenges and Prospects of Using Live Streaming for Online Education. Proceedings of the ACM on Human-Computer Interaction, 4(CSCW3), 1-32.
Dahlan, M. (2024). Tourism Economic Development Strategy Based on Local Culture in South Sulawesi. Jurnal Ekonomi dan Riset Pembangunan, 2(4), 16-20.
Elsawy, T. M. (2024). Harnessing appreciative inquiry in tourism planning: towards a strategy for poverty alleviation in marginalised communities. International Journal of Tourism Cities, 10(3), 925-956.
Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press.
Erwin, E., Pasaribu, A. W., Novel, N. J. A., Thaha, A. R., Adhicandra, I., Suardi, C., ... & Syafaat, M. (2023). Transformasi Digital. PT. Sonpedia Publishing Indonesia.
Erwin, E., Riswanto, A., Sepriano, S., Zafar, T. S., & Dewi, L. K. C. (2023). SOCIAL MEDIA MARKETING: Analytics & Mastering the Digital Landscape. PT. Sonpedia Publishing Indonesia.
Erwin, E., Suade, Y. K. M., & Putra, S. D. (2024). ALAT KOMUNIKASI DIGITAL: KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 74-91.
Erwin, E., Judijanto, L., Yuliasih, M., Nugroho, M. A., Amien, N. N., & Mauliansyah, F. (2024). Social Media Marketing Trends. PT. Sonpedia Publishing Indonesia.
Giertz, J. N., Weiger, W. H., Törhönen, M., & Hamari, J. (2022). Content versus community focus in live streaming services: how to drive engagement in synchronous social media. Journal of Service Management, 33(1), 33-58.
Ifadhila, I., Rukmana, A. Y., Erwin, E., Ratnaningrum, L. P. R. A., Aprilia, M., Setiawan, R., ... & Setiawan, H. (2024). Pemasaran Digital di Era Society 5.0: Transformasi Bisnis di Dunia Digital. PT. Sonpedia Publishing Indonesia.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second Edition). SAGE Publications, Inc.
Hua, N., Li, B., & Zhang, T. (2023). Live streaming: pushing limits of hospitality and tourism online experiences. International Journal of Contemporary Hospitality Management, 35(10), 3703-3717.
Huang, Z. J., Lin, M. S., & Chen, J. (2024). Tourism experiences co-created on social media. Tourism Management, 105, 104940.
Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal Strat. Mgmt. J, 20, 195–204. https://doi.org/https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
Hurdawaty, R., & Tukiran, M. (2024). Strategies to Increase the Competitiveness of Micro, Small and Medium Enterprises (MSMES): A narrative literature review. South Asian Journal of Social Studies and Economics, 21(1), 112-125.
Ji, G., Fu, T., & Li, S. (2023). Optimal selling format considering price discount strategy in live-streaming commerce. European Journal of Operational Research, 309(2), 529-544.
Kim, J., & Kim, M. (2024). Viral dynamics on social media: Enhancing brand engagement through meme marketing strategies. Journal of Current Issues & Research in Advertising, 1-18.
Kock, N. (2020). WarpPLS 7.0 User Manual. Laredo, TX: ScriptWarp Systems.
Leal, M. M., Casais, B., & Proença, J. F. (2022). Tourism co-creation in place branding: the role of local community. Tourism Review, 77(5), 1322-1332.
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509.
Maupa, H., Jilbert, J., & Sanusi, A. (2024). Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance. Revista de Gestão Social e Ambiental, 18(7), e06819-e06819.
Purnomo, S., & Purwandari, S. (2025). A Comprehensive Micro, Small, and Medium Enterprise Empowerment Model for Developing Sustainable Tourism Villages in Rural Communities: A Perspective. Sustainability, 17(4), 1368.
Putra, S. D., & Erwin, E. (2023). Effects of Virality: Culinary MSME Brand Orientation in Using Social Media Influencers. Jurnal Mirai Management, 8(2).
Rossanty, Y., Harahap, R., & Nasution, R. R. (2024). Unlocking SME Potential: How Digital and Organizational Readiness Influence Attitudes Toward Social Media Live Streaming. Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan, 5(4).
Shrestha, R. K., & L’Espoir Decosta, P. (2023). Developing dynamic capabilities for community collaboration and tourism product innovation in response to crisis: Nepal and COVID-19. Journal of Sustainable Tourism, 31(1), 168-186.
Xie, C., Yu, J., Huang, S. S., & Zhang, J. (2022). Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective. Tourism management, 91, 104513.
Zhang, T., & Huang, X. (2022). Viral marketing: Influencer marketing pivots in tourism–a case study of meme influencer instigated travel interest surge. Current Issues in Tourism, 25(4), 508-515.
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. journal of retailing and consumer services, 68, 103015.
Diterbitkan
2025-08-10
##submission.howToCite##
Erwin, E., Suade, Y. K. M., Monalisa, M., & Triany, N. A. (2025). DARI LAYAR KE LARIS MANIS : SINERGI LIVE STREAMING DAN VIRAL MARKETING DALAM MEMBERDAYAKAN UMKM WISATA BERBASIS KOMUNITAS DI SULAWESI SELATAN. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 2385-2407. https://doi.org/10.31955/mea.v9i2.5895
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