STRATEGI KOMUNIKASI PEMASARAN BERBASIS SOSTAC PADA KELOMPOKTANI LEBAH MADU KELULUT DALAM UPAYA OPTIMALISASI PROMOSI DAN PENGUATAN  KEMITRAAN PASAR: STRATEGI KOMUNIKASI PEMASARAN BERBASIS SOSTAC PADA KELOMPOKTANI LEBAH MADU KELULUT DALAM UPAYA OPTIMALISASI PROMOSI DAN PENGUATAN  KEMITRAAN PASAR

I Putu Gede Didik Widiarta; Made Hardinata Wijakesuma; Dinar Anindyasari; Muhammad Eriansyah  Al Hakim; Amalina Nur Wahyuningtyas

doi:10.36596/tas.v8i1.2202

Authors

I Putu Gede Didik Widiarta Department of Animal Science, Faculty of Agriculture, Universitas Mulawarman, Samarinda 75119
Made Hardinata Wijakesuma Department of Recreation, Sport Pedagogy and Consumer Sciences, Ohio University, Athens OH 45701
Dinar Anindyasari Department of Animal Science, Faculty of Agriculture, Universitas Mulawarman, Samarinda 75119,
Muhammad Eriansyah Al Hakim Food Agriculture and Natural Resource, Asian Institute of Technology, Pathum Thani 12120
Amalina Nur Wahyuningtyas Department of Animal Science, Faculty of Agriculture, Universitas Mulawarman, Samarinda 75119,

DOI:

https://doi.org/10.36596/tas.v8i1.2202

Keywords:

marketing communication, SOSTAC, stingless bee honey, digital strategy, market partnership

Abstract

The stingless bee honey agribusiness in Indonesia demonstrates strong economic potential but faces constraints in effective promotion and sustainable market network expansion. This study aims to analyze the implementation of a SOSTAC-based (Situation, Objectives, Strategy, Tactics, Action, and Control) marketing communication strategy among stingless bee farmer groups in Samarinda to optimize promotion and strengthen market partnerships. A descriptive qualitative method was employed, with data collected through field observation, in-depth interviews, and documentation. Data were analyzed using the Miles and Huberman interactive model and validated through triangulation of sources and methods. The results revealed that 30 stingless bee farmer groups operate in Samarinda, of which only 41% utilize digital media for promotion. Implementation of the SOSTAC-based strategy increased brand awareness by 33%, online sales by 35%, and active partnerships by 67%. The most effective strategies included ecological digital storytelling, localized visual branding, and collaboration with culinary SMEs and online marketplaces. The SOSTAC-based communication strategy has proven effective in improving promotional performance, expanding partnerships, and strengthening the position of stingless bee honey as a competitive and sustainable local agribusiness product.

SOSTAC-BASED MARKETING COMMUNICATION STRATEGY FOR STINGLESS BEE FARMER GROUPS TO OPTIMIZE PROMOTION AND STRENGTHEN MARKET PARTNERSHIPS