ANALISIS PENGARUH FOTOGRAFI TERHADAP PENINGKATAN PENJUALAN UMKM DI DESA WISATA WAYANG, KABUPATEN KLATEN
Keywords:
Fotografi, Penjualan Online, UMKM, Pemasaran Digital, Desa WisataAbstract
Penelitian ini mengkaji peran penting fotografi dalam meningkatkan penjualan online UMKM di Desa Wisata Wayang, Kabupaten Klaten. Dalam konteks digital yang semakin maju, pemasaran online menjadi vital bagi UMKM untuk memperluas pasar. Fotografi produk berkualitas tinggi diidentifikasi sebagai elemen kunci dalam menarik minat konsumen dan membangun kepercayaan di platform digital. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam dengan pemilik UMKM, observasi partisipatif terhadap praktik fotografi, dan analisis dokumentasi foto produk serta konten media sosial. Temuan menunjukkan bahwa fotografi produk yang profesional dan menarik berkontribusi signifikan dalam meningkatkan penjualan online. Foto yang berkualitas mampu meningkatkan daya tarik produk, memperkuat citra merek, dan membangun kepercayaan konsumen. Selain itu, penggunaan fotografi secara konsisten dan kreatif, seperti fotografi gaya hidup dan cerita visual, membantu UMKM menonjol di antara pesaing serta menciptakan koneksi emosional dengan konsumen. Penelitian ini memberikan wawasan berharga tentang pentingnya fotografi dalam strategi pemasaran digital UMKM dan menawarkan rekomendasi praktis bagi UMKM di Desa Wisata Wayang. Hasil ini juga relevan bagi UMKM di daerah lain yang menghadapi tantangan pemasaran serupa, menekankan pentingnya inovasi visual dalam meningkatkan daya saing di pasar digital
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