Studi Komparatif Peran Pemasaran Media Sosial dan Tradisional Terhadap Profit Bisnis Pedagang Produk Agribisnis di Daerah Istimewa Yogyakarta

RIDHO ESA PUTRA ARAHMAN, Arini Wahyu Utami, M.Sc., Ph.D.; Prof. Dr. Jangkung Handoyo Mulyo, S.P., M.Sc.

2026 | Tesis | S2 Magister Manj.Agribisnis

Pemanfaatan media sosial memberi peluang bagi pedagang untuk memperluas pasar dan meningkatkan efektivitas promosi, tetapi belum tentu menghasilkan profit bisnis yang lebih tinggi daripada pemasaran tradisional. Penelitian ini bertujuan menganalisis perbedaan profit bisnis antara pedagang social media marketing (SMM) dan traditional marketing (TM), menguji hubungan aliran informasi, barang, dan uang dengan profit bisnis, serta mengkaji perilaku pedagang SMM dan intensi adopsi SMM pada pedagang TM di Daerah Istimewa Yogyakarta. Penelitian menggunakan mixed method (kuantitatif dan kualitatif). Analisis kuantitatif melibatkan 108 pedagang usaha mikro produk hilir agribisnis makanan dan minuman, masing-masing 54 pedagang SMM dan 54 pedagang TM. Data dianalisis menggunakan Mann–Whitney U test dan regresi OLS model semi-log. Analisis kualitatif melibatkan 12 pedagang SMM dan 6 pedagang TM dengan The Gioia Methodology. Hasil menunjukkan bahwa rata-rata profit pedagang TM sebesar Rp6.463.046 per bulan dengan net profit margin 67,0%, lebih tinggi secara signifikan daripada pedagang SMM sebesar Rp1.766.370 dengan margin 52,4%. Pada kelompok SMM, aliran informasi dan barang berhubungan positif dan signifikan dengan profit bisnis, sedangkan aliran uang tidak signifikan. Pada kelompok TM, ketiga aliran berhubungan positif dan signifikan. Temuan kualitatif menunjukkan bahwa SMM membantu promosi dan perluasan pasar, tetapi menambah tuntutan pengelolaan konten, respons pelanggan, distribusi, dan risiko transaksi. Pedagang TM cenderung berhati-hati mengadopsi SMM karena keterbatasan literasi digital, beban operasional, dan kepuasan terhadap penjualan langsung. SMM lebih tepat digunakan sebagai pelengkap pemasaran tradisional.

Social media offers traders opportunities to expand market reach and improve promotional effectiveness, but it does not necessarily generate higher business profit than traditional marketing. This study analyzes differences in business profit between social media marketing (SMM) and traditional marketing (TM) traders, examines the relationships between information, goods, and money flows and business profit, and explores SMM traders’ behavior and TM traders’ intention to adopt SMM in the Special Region of Yogyakarta. A mixed-methods design (quantitative and qualitative) was employed. The quantitative analysis involved 108 micro-scale agribusiness food and beverage traders, comprising 54 SMM traders and 54 TM traders. Data were analyzed using the Mann–Whitney U test and semi-log OLS regression. The qualitative analysis involved 12 SMM traders and 6 TM traders using the Gioia Methodology. The results show that TM traders earned monthly profit of IDR 6,463,046 with a net profit margin of 67.0%, significantly higher than SMM traders, who earned IDR 1,766,370 with a margin of 52.4%. In the SMM group, information and goods flows were positively and significantly associated with the natural logarithm of business profit, whereas money flow was not significant. In the TM group, all three flows were positively and significantly associated with business profit. Qualitative findings show that SMM supports promotion and market expansion but also increases demands related to content management, customer responsiveness, distribution, and transaction risks. TM traders remained cautious about adopting SMM because of limited digital literacy, operational burdens, and satisfaction with direct sales. SMM is positioned as a complement to traditional marketing.

Kata Kunci : Social media marketing, traditional marketing, business profit, information flow, goods flow, money flow.