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STRATEGI DIGITALISASI CSR XL AXIATA UNTUK PENINGKATAN KOMPETENSI PEMASARAN DIGITAL PEREMPUAN UMKM
Abstract
Seiring dengan perkembangan era digital dan perubahan perilaku konsumen, khususnya selama pandemi COVID-19, telah terjadi pergeseran signifikan perilaku belanja konsumen dari offline ke online. Di sisi lain kompetensi pelaku UMKM masih belum merata. Untuk itu, XL Axiata mengadopsi strategi digitalisasi Corporate Social Responsibility (CSR) guna meningkatkan kompetensi digital perempuan pelaku UMKM agar mampu memasarkan produknya secara online. Penelitian ini bertujuan untuk mengidentifikasi bagaimana strategi perusahaan XL Axiata dalam melaksanakan digitalisasi CSR pada program SISPRENEUR guna meningkatkan kompetensi pemasaran digital perempuan pelaku UMKM di Indonesia melalui pendekatan komunikasi kolaboratif dengan berbagai stakeholder. Metode penelitian menggunakan metode kualitatif dengan desain studi kasus tunggal. Penelitian ini dilakukan melalui wawancara dengan pihak penyelenggara yaitu XL Axiata, pemerintah, komunitas perempuan, lembaga pendamping UMKM, dan perempuan pelaku UMKM. Penelitian ini juga didukung oleh data berdasarkan studi dokumentasi. Penelitian menunjukkan bahwa strategi komunikasi XL Axiata dalam melaksanakan digitalisasi CSR yaitu dengan berkolaborasi dengan berbagai stakeholder diantaranya pemerintah, lembaga pendamping UMKM, dan komunitas perempuan binaan pemerintah untuk berkolaborasi. Untuk memastikan kolaborasi berjalan degan baik, XL Axiata juga menerapkan komunikasi dua arah (dialogis). Selain itu, XL Axiata juga mengomunikasikan pesan CSR secara persuasif dan disesuaikan dengan kepentingan stakeholder. Terakhir, XL Axiata mengirimkan pesan CSR melalui berbagai media yang familier bagi mitra dan audience, seperti website, media sosial, YouTube, sustainability report, dan media massa online. Kesimpulannya yaitu kata strategi digitaliasi CSR yang dilaksanakan oleh XL Axiata dengan menerapkan komunikasi kolaboratif.
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DOI: https://doi.org/10.24853/pk.7.2.141-154
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