Pengaruh Media Sosial dan Ulasan Online terhadap Keputusan Pembelian Produk Thrift Fashion

Abstrak

The underprivileged community consists of individuals or families whose welfare level is below average and who struggle to meet their basic needs. Government efforts to address poverty have commonly taken the form of social assistance programs. However, these programs often focus only on consumptive needs, making them short-term solutions that may create dependency and reduce recipients’ motivation to become economically independent. In response to this issue, the Government of Bojonegoro introduced the GAYATRI Program (Independent Egg-Laying Chicken Farming Movement). Unlike traditional aid programs, GAYATRI emphasizes community empowerment by encouraging productivity through independent economic activities, particularly poultry farming. This study aimed to examine the implementation, impact, and challenges of the GAYATRI Program in Ngasem District, Bojonegoro Regency, using a qualitative field research approach. The findings reveal that the program has successfully improved the income of beneficiaries, especially among underprivileged families. It has also enhanced participants’ livestock management and entrepreneurial skills while motivating them to expand their businesses. As a result, the program serves as an innovative strategy by the Bojonegoro Regency Government to improve community welfare sustainably. Nevertheless, several challenges remain, including difficulties in barn management, livestock disease control, and the high cost of feed once government assistance ends.

Keywords: Social Media Exposure, Online Reviews, Purchasing Decisions