TANTANGAN PRODUSEN PEMULA DALAM KOMUNIKASI PEMASARAN DI ERA “THE SECOND MEDIA AGE”

Abstract

The aim of the research is to identify and examine the difficulties faced by new marketers in the "second media age." Qualitative descriptive methodologies are used in this study. Olshop Gurls, the owner of the online store, and customers are the primary informants in this study since they provide the triangulation of sources necessary to ensure the accuracy of the data. Three methods were utilized to acquire data: documentation studies, non-participant observation, and in-depth interviews. In the meantime, the Miles and Huberman model-which comprises of data reduction, data presentation, and conclusion-is used in the data analysis technique used in this study. The study's findings suggest that emerging producers in marketing communications confront a variety of obstacles in what is being referred to as "the second media age": 1) obstacles for producers in terms of thinking, where producer understand about the concept of online marketing content but do not apply it; and 3) time challenges, which occur in the marketing promotion mix process where the business owner admits that he already understands the content even though he is still at a simple level and does not have much time to create content like online business content on various social media. Therefore, the content produced is still in the simple category which can be seen from writing captions, using very minimal hashtags even not using them at all, photo and video-taking techniques with minimal use of editing applications which has an impact on the engagement of Olshop Gurls' social media accounts.