Strategi Pemasaran Berbasis Komunitas dalam Meningkatkan Penetrasi Program Mekaar di Kepulauan Bangka Belitung
DOI:
https://doi.org/10.37385/ceej.v7i5.12165Keywords:
Komunitas, Program Mekaar, Modal Sosial, Penetrasi ProgramAbstract
Penelitian ini bertujuan untuk menganalisis strategi pemasaran berbasis komunitas dalam meningkatkan penetrasi Program Membina Ekonomi Keluarga Sejahtera (Mekaar) di Kepulauan Bangka Belitung. Penelitian ini dilatarbelakangi oleh pentingnya pendekatan pemasaran yang tidak hanya berorientasi pada penyampaian informasi pembiayaan, tetapi juga mampu membangun kepercayaan, keterlibatan sosial, dan penerimaan masyarakat terhadap program pemberdayaan ekonomi perempuan. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus pada beberapa unit operasional Mekaar. Data penelitian diperoleh melalui wawancara mendalam, observasi, dan telaah dokumen dengan melibatkan Account Officer, ketua kelompok, tokoh masyarakat, kepala desa/lurah, serta nasabah Mekaar. Analisis penelitian menggunakan perspektif modal sosial Putnam, relationship marketing, dan community-based marketing untuk memahami proses pembentukan hubungan sosial dalam penetrasi program. Hasil penelitian menunjukkan bahwa strategi pemasaran berbasis komunitas berjalan melalui tahapan pembentukan kepercayaan oleh Account Officer, penguatan legitimasi melalui ketua kelompok dan aktor lokal, serta pemanfaatan jaringan sosial masyarakat sebagai media penyebaran informasi. Bonding social capital berperan melalui hubungan keluarga, tetangga, dan kelompok Mekaar dalam membangun kepercayaan awal dan loyalitas anggota, sedangkan bridging social capital memperluas jangkauan program melalui hubungan dengan pemerintah lokal, komunitas perempuan, dan jaringan ekonomi masyarakat. Penelitian menghasilkan model strategi pemasaran berbasis komunitas yang menempatkan hubungan sosial, kepercayaan, dan jaringan komunitas sebagai faktor utama dalam meningkatkan penetrasi Program Mekaar.
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