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Strategi Komunikasi Pemasaran & Identitas Merek UMKM Pepes H Dirja Untuk Mempertahankan Usaha Kulinernya dan Meningkatkan Pengunjung Objek Wisata Bendungan Walahar Karawang Sari, Mega Puspita; Agustini, Prima Mulyasari
QISTINA: Jurnal Multidisiplin Indonesia Vol 4, No 2 (2025): December 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/qistina.v4i2.6908

Abstract

Penelitian ini bertujuan untuk menganalisis dan melihat apa yang dilakukan UMKM Pepes H. Dirja dalam memanfaatkan strategi komunikasi pemasaran yang baik dan identitas merek yang sudah dikenal luas untuk dijadikan strategi agar bisa tetap bertahan sebagai kuliner legendaris khas Karawang, dan mendukung peningkatan kunjungan wisatawan ke Bendungan Walahar di era modern saat ini. Dalam kondisi persaingan usaha kuliner yang semakin ketat, serta tantangan pemsaran dan penjualan online di era digital, maka pelaku UMKM dituntut tidak hanya bisa dalam mengolah produk, tapi juga harus bisa dalam memasarkan produk secara online dan membangun identitas merek yang kuat. Metode penelitian ini menggunakan pendekatan kualitatif deskriptif, teknik pengumpulan data penelitian ini yaitu melalui wawancara langsung dengan keluarga pemilik pepes H. Dirja dan menggunakan studi pustaka seperti dari jurnal penelitian sebelumnya dan juga buku. Hasil penelitian ini menunjukkan bahwa Pepes H. Dirja mampu bertahan dan berkembang karena strategi komunikasi pemasaran yang baik, mulai dari pemanfaatan media sosial Instagram, layanan pemesanan online lewat GoFood dan WhatsApp, hingga pengiriman untuk luar kota Karawang menggunakan jasa kurir Pixel express. Keberhasilan ini juga didukung oleh kekuatan merek “Pepes H. Dirja” yang sudah di kenal luas oleh masyarakat Karawang maupun diluar kota Karawang sejak tahun 1986 sebagai pelopor pepes pertama di Karawang. Strategi yang dilakukan tak hanya bisa untuk mempertahankan usaha kulinernya, tapi juga bisa meningkatkan kedatangan pengunjung objek wisata Bendungan Walahar Karawang. Penelitian ini menunjukkan bahwa penggabungan antara strategi komunikasi pemasaran yang baik dan identitas merek (brand) yang sudah terkenal mampu menjadi kunci keberhasilan dan berkembangnya UMKM di era modern saat ini.
Telaah Penggunaan Media Sosial Untuk Pengembangan UMKM Pariwisata: Studi Kasus Mahapena Indonesia Wicaksono, Rizal Nino; Agustini, Prima Mulyasari
QISTINA: Jurnal Multidisiplin Indonesia Vol 4, No 2 (2025): December 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/qistina.v4i2.6920

Abstract

Penelitian ini menjelaskan tentang penggunaan media sosial untuk mengembangkan pertumbuhan usaha Mikro Kecil dan Menengah (UMKM) di sektor swasta, Tujuan penelitian ini yaitu untuk menganalisis bagaimana media sosial memengaruhi pertumbuhan bisnis. Hal ini dipengaruhi oleh meningkatnya penetrasi media sosial dan internet di Indonesia, serta UMKM di industri pariwisata. Dengan menggunakan pendekatan kualitatif dengan menggunakan sumber data wawancara yaitu  mewawancarai pemilik UMKM Mahapena Indonesia, studi ini mengkaji fungsi utama media sosial dalam bisnis, seperti identifikasi pelanggan, komunikasi dua arah, memahami preferensi, meningkatkan keterlibatan, membangun hubungan, membangun reputasi, dan membina komunitas. Hasil penelitian ini menunjukkan bahwa penggunaan media sosial Mahapena Indonesia yang telah dilakukan sejak tahun 2020 telah memberikan dampak positif dan berguna terhadap pengembangan usaha UMKM Mahapena Indonesia. Media sosial merupakan alat komunikasi yang berguna untuk memengaruhi pasar, mendorong interaksi, memahami kebutuhan pelanggan, dan menciptakan komunitas serta dapat membentuk citra dan reputasi yang baik. Penelitian ini melihat pentingnya media sosial bagi pelaku UMKM di era digital dan menyarankan penelitian lebih lanjut untuk mengidentifikasi isu-isu terkait penggunaan media sosial di luar bidang UMKM.
Peran Konten Media Sosial Dalam Membentuk Persepsi Dan Minat Konsumsi Kopi Tuku Pada Generasi Z Di Kota Depok Alwi Faisal Zulfikar; Prima Mulyasari Agustini
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2003

Abstract

Penelitian ini bertujuan untuk mengeksplorasi Peran konten media sosial dalam membentuk persepsi dan minat konsumsi kopi tuku pada generasi z di Kota Depok. Dengan mengadopsi pendekatan kualitatif melalui metode studi kasus, data diperoleh dari wawancara mendalam terhadap sepuluh informan yang aktif berinteraksi di media sosial serta memiliki pengalaman dalam mengonsumsi Kopi Tuku. Proses analisis data dilakukan secara tematik, dengan keterlibatan triangulator untuk meningkatkan validitas dan kredibilitas temuan. Hasil analisis menunjukkan bahwa elemen visual yang atraktif, testimoni dari pengguna dan influencer, serta keterlibatan aktif di media sosial berperan signifikan dalam membentuk persepsi positif terhadap kualitas produk serta mendorong minat beli. Di samping itu, aspek harga, lokasi fisik gerai, dan cita rasa kopi juga diidentifikasi sebagai faktor penting yang memengaruhi keputusan pembelian. Temuan ini mempertegas peran strategis media sosial sebagai saluran komunikasi pemasaran yang efektif dalam era digital, terutama dalam menjangkau konsumen muda yang adaptif terhadap perkembangan teknologi. Secara empiris, penelitian ini memperkaya khazanah literatur dalam bidang perilaku konsumen dan pemasaran digital, sekaligus memberikan implikasi praktis bagi pelaku bisnis kopi lokal dalam merancang strategi pemasaran yang selaras dengan karakteristik Generasi Z.
Promotion Mix Implementation in a Culinary MSME: A Case Study of Sarang Kepiting Akmalia, Dina; Agustini, Prima Mulyasari
Journal of English Language and Education Vol 11, No 1 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jele.v11i1.2025

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role as a main pillar of Indonesia’s economy; however, their sustainability increasingly depends on the ability of business actors to implement effective and adaptive marketing communication strategies amid intense competition. This study aims to analyze the application of the promotion mix in the marketing communication strategy of Sarang Kepiting, a seafood culinary MSME that has been operating since 1983 in North Jakarta. This research contributes novelty by examining the promotion mix in a long-established culinary MSME with a multi-generational customer base, emphasizing promotional practices that are contextual, relationship-oriented, and embedded within service interactions. This research employs a qualitative approach using a case study method. Data were collected through in-depth interviews with the owner, employees, and customers, as well as observation and documentation. The findings indicate that Sarang Kepiting has implemented all elements of the promotion mix, advertising, sales promotion, public relations, personal selling, and direct marketing, although the implementation remains simple, situational, and not yet systematically structured. Personal selling emerges as the most dominant element in building customer loyalty. This study concludes that the application of the promotion mix contributes positively to brand awareness and business sustainability, and has the potential to enhance the competitiveness of culinary MSMEs if managed more consistently and integratively across all elements.
Knowledge Configuration about Ciletuh UNESCO Global Geopark in Mass Media Mihardja, Eli Jamilah; Agustini, Prima Mulyasari; Kuntarto, Guson P
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 5 No. 2 (2020): December 2020 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jkiski.v5i2.428

Abstract

This study intends to describe the discourse of the geopark in Indonesia in the Indonesian media. Media coverage is a form of knowledge in society, including about geopark in the context of sustainable regional development. Data was obtained based on analysis of media content (local and national) during 2019 and analyzed. by using sociology knowledge approach of discourse. As a result, the mass media, as a source of knowledge in society, should be able to play a greater role in providing understanding to audiences about the geopark and aspects of sustainable regional development.
Digital Marketing Strategy Analysis “Lagoon Avenue Mall” Toward Sustainable Development Goal 5 (Case Study at Lagoon Avenue Mall Sungkono Surabaya) Ayu Sekar Ndini; Prima Mulyasari Agustini
Humanities, Society, and Community Vol. 1 No. 2 (2024): Humanities, Society, and Community (HSC)
Publisher : Research Synergy Foundation Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/hsc.v1i2.2364

Abstract

This study examines the digital marketing strategy of Lagoon Avenue Mall Sungkono Surabaya, Indonesia, in promoting Sustainable Development Goal 5 (SDG 5), focusing on women’s empowerment. Employing a qualitative approach, the study delves into the strategies implemented by the mall’s internal team and provides insights from community partners and event organizers who have collaborated with the mall. The combination of internal and external perspectives provides a comprehensive view of digital marketing efforts and challenges faced in achieving SDG 5. Findings indicate that while Lagoon Avenue Mall has succeeded in targeting specific market segments and developing mall-based events, several areas require enhancement. Challenges include imprecise audience targeting, inadequate campaign performance evaluation, lackluster content, and low user engagement. Administrative issues related to rental contracts, uncertainty about non-financial collaboration benefits, and competition from other malls also pose significant obstacles. This study offers actionable recommendations for improving digital marketing strategies to support SDG 5 goals, particularly empowering women. By refining these strategies and addressing the identified challenges, Lagoon Avenue Mall can more effectively contribute to sustainable development and meet the objectives of the SDG agenda.
Governmental Branding and Food Security: The Role of TNI-AD in Promoting Community Self-Sufficiency Makmur, Muammar Septian Yuntha; Sari ZA, Lira Retno; Fitrianti, Nabila; Khairunisa, Natashya; Burhan, Syaugi Khairan; Agustini, Prima Mulyasari
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 2 (2026): JOBMARK Vol 7 No 2 (January-June 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i2.480

Abstract

Food security has become a pressing global issue, particularly in Indonesia, where it is closely linked to social stability, economic resilience, and political legitimacy. Rising food and energy costs, compounded by climate change, have heightened the urgency of national strategies to secure food availability. This study analyzes the Indonesian National Armed Forces (TNI) food security program through the lens of governmental branding, focusing on how state institutions build trust, loyalty, and public participation by communicating their values and fostering collaboration. Employing a qualitative-descriptive case study approach, the research draws on a literature review and contextual analysis to examine the program's political, sociocultural, and relational dimensions. Politically, the initiative is anchored in legal frameworks and regulations, ensuring legitimacy and accountability. Socioculturally, it reflects the role of community awareness and cultural practices in shaping participation and behavioral change. Relationally, its effectiveness depends on communication strategies and multi-stakeholder collaboration involving farmers, village officials, and community leaders. The findings highlight that food security is not solely a governmental responsibility but also involves the TNI as a strategic actor in safeguarding sovereignty and supporting national development. The study provides evidence that food security in Indonesia requires a collaborative branding strategy that integrates governmental authority, military involvement, and community engagement. In practice, the research offers guidance to policymakers and professionals on designing inclusive strategies that strengthen trust and participation. Academically, it contributes to branding and communication scholarship by framing food security as a governmental branding practice. For society, it underscores the importance of collective responsibility in achieving sustainable food resilience.
Small-Scale Innovation with Big Impact: Empowering Kader PKK in Lumban Suhi-suhi Village through Ideation Bootcamp: Inovasi Skala Kecil Berdampak Besar: Pemberdayaan Kader PKK Desa Lumban Suhi-suhi melalui Ideation Bootcamp Eli Jamilah Mihardja; Stella Florensia Hutajulu; Prima Mulyasari Agustini; Holilla Hatta; Raden Aryo Febrian; Dominica Arni Widyastuti
CONSEN: Indonesian Journal of Community Services and Engagement Vol. 6 No. 1 (2026): Consen: Indonesian Journal of Community Services and Engagement
Publisher : Institut Riset dan Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57152/consen.v6i1.2596

Abstract

This article aims to describe the implementation of a design thinking-based Ideation Bootcamp to enhance the innovation capacity of MSMEs in Lumban Suhi-suhi Village. The participatory method involved group discussions, simulations, simple prototyping, and action plan formulation. The program successfully engaged 25 MSME owners and generated 5 types of process innovations, such as service standardization and updated consumer communication media. Key indicators showed that 100% of participants actively engaged and independently formulated realistic, low-capital action plans. These findings demonstrate that design thinking serves as an inclusive, cost-effective, and contextual innovation approach for rural communities. This bootcamp has the potential to become an effective, sustainable MSME empowerment model through synergy between higher education and local communities.
Co-Authors Akmalia, Dina Alwi Faisal Zulfikar Anindhita, Nadira Arif Sugiono Aryo Subarkah Eddyono Atthahirah, Amienah Ayu Sekar Ndini Burhan, Syaugi Khairan Cintiya, Devina Dewi, Ratih Utami Dominica Arni Widyastuti Elgusia, Reghina Eli Jamilah Mihardja Fatin Adriati Fitrianti, Nabila Guson P Kuntarto Holilla Hatta Iman Santoso, Berkah Indarmawan, Aldo Indriani, Putri Khairunisa, Natashya Kuntarto, Guson P Kurnia, Ari Lestari, Dinda Dwi Makmur, Muammar Septian Yuntha Mariano, Houce Murtadha, Hasan Ali Murtanti Putri, Dianingtyas NDINI, AYU SEKAR Noer, Mochammad Kresna Pinota, Agung Febra Prof. Ir. Sofia W. Alisjahbana, M.Sc., Ph.D., Prof. Ir. Sofia W. Raden Aryo Febrian Raditya, Fakhri Rendy Putra Suryadiningrat Sari ZA, Lira Retno Sari, Mega Puspita Simon, Victoria Stella Florensia Hutajulu Tuti Widiastuti Wicaksono, Rizal Nino Widyastuti, Dominica Arni Yayusman, Meilinda Sari