Integrasi Platform Digital dalam Sistem Distribusi Berbasis Reseller pada Nayla Batik
DOI:
https://doi.org/10.31941/dimaseka.v4i1.865Keywords:
Digital Platforms Integration, Reseller System, Batik MSMEs, Brand Identity, Batik Pekalongan, TechnopreneurshipAbstract
Sistem distribusi berbasis reseller ini banyak diterapkan oleh usaha mikro, kecil, dan menengah (UMKM) untuk memperluas jangkauan pasar dengan sumber daya operasional yang terbatas. Namun, model ini sering kali mengakibatkan rendahnya kontrol merek dan representasi produk yang terfragmentasi, karena kegiatan pemasaran sebagian besar ditangani oleh perantara. Penelitian ini bertujuan untuk menganalisis peran integrasi platform digital dalam mendukung distribusi berbasis reseller pada Nayla Batik di Pekalongan, Jawa Tengah. Metode yang digunakan adalah studi kasus kualitatif melalui wawancara mendalam, observasi, analisis Business Model Canvas, serta dokumentasi platform digital seperti Instagram, TikTok, dan situs web. Hasil penelitian menunjukkan bahwa platform digital tidak hanya berfungsi sebagai media promosi, tetapi juga sebagai katalog digital dan alat pengendalian merek yang menjaga konsistensi identitas visual, informasi produk, dan komunikasi di seluruh jaringan reseller. Integrasi platform ini meningkatkan visibilitas pasar dan memperkuat koordinasi antara produsen dan reseller. Kebaruan penelitian ini terletak pada pemanfaatan platform digital sebagai strategi pengendalian merek dalam sistem distribusi reseller UMKM batik tradisional, bukan sekadar sebagai media komunikasi.
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