Siri' Na Pacce Di Layar Ponsel: Analisis Tematik Kualitatif Atas Kearifan Lokal dan Perilaku Konsumen Digital Untuk Manajemen Pemasaran UMKM Di Sulawesi Selatan
Keywords:
Kearifan Lokal, Siri’ Na Pacce, Perilaku Konsumen Digital, Manajemen Pemasaran, UMKMAbstract
Digitalisasi pemasaran mendorong pelaku usaha mikro, kecil, dan menengah (UMKM) di Sulawesi Selatan menggunakan media sosial dan pasar daring. Namun, bagaimana nilai budaya Bugis-Makassar bekerja dalam praktik pemasaran digital dan membentuk kepercayaan konsumen belum dikaji secara terpadu. Penelitian ini bertujuan memetakan cara kearifan lokal, khususnya siri’ na pacce, bersinggungan dengan perilaku konsumen digital dan implikasinya bagi manajemen pemasaran. Penelitian memakai pendekatan kualitatif dengan analisis tematik dokumen terhadap 21 publikasi ilmiah tahun 2021-2026 yang dihimpun melalui Consensus. Hasil analisis menghasilkan lima tema: (1) nilai lokal sebagai modal moral sekaligus sumber daya strategis, (2) adopsi digital yang selektif dan intuitif, (3) autentisitas budaya sebagai pembentuk keterikatan emosional, (4) kepercayaan konsumen yang bertumpu pada ulasan, sertifikasi halal, dan kejujuran, serta (5) ketegangan berupa erosi nilai, kritisisme konsumen berbasis budaya, dan kesenjangan ekspektasi. Penelitian mengusulkan model konseptual “pemasaran digital berbasis lempu’” sebagai proposisi yang perlu diuji lapangan. Implikasinya, manajer pemasaran UMKM perlu memperlakukan kearifan lokal sebagai praktik yang dibuktikan dalam transaksi, bukan sekadar estetika kemasan.
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