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All Journal HUMAN FALAH: Jurnal Ekonomi dan Bisnis Islam Al-Mashlahah: Jurnal Hukum Islam dan Pranata Sosial NUSANTARA : Jurnal Ilmu Pengetahuan Sosial At-Tawassuth: Jurnal Ekonomi Islam JOURNAL OF SCIENCE AND SOCIAL RESEARCH Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam INFOKUM Jurnal Pengabdian Nasional (JPN) Indonesia Jurnal Investasi Islam Journal of Gender and Social Inclusion in Muslim Societies Jurnal Fokus Manajemen Journal of Management, Economic, and Accounting International Journal of Economics and Management Jurnal Pengabdian Nasional (JPN) Indonesia
Wulan Dayu
Universitas Pembangunan Panca Budi
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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STRATEGI KOMUNIKASI PEMASARAN E-COMMERCE UMKM MENGGUNAKAN IMC (STUDI KASUS PADA GALERI ULOS SIANIPAR) Bimbim Maulana; Wulan Dayu; Roro Rian Agustin
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 7 No. 4 (2024): November 2024
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v7i4.2351

Abstract

Abstract: The digital era has opened up new opportunities for MSMEs to develop, one of which is through e-commerce platforms. However, many MSMEs have not succeeded in utilizing e-commerce optimally. This research aims to analyze the marketing communication strategy implemented by the Ulos Sianipar Gallery and analyze the factors that influence its success. This research method uses a qualitative approach with primary and secondary data sources. It was found that the promotional strategy carried out was not integrated and the target market was not clear. Recommendations for effective IMC (Integrated Marketing Communication) strategies include strengthening social media, improving websites, and location-based marketing. It is hoped that this research can provide input to increase the success of MSME e-commerce sales. Keywords: MSMEs, E-commerce, Marketing Communication Strategy, Integrated                   Marketing Communication Abstrak: Era digital telah membuka peluang baru bagi UMKM untuk berkembang, salah satunya melalui platform e-commerce. Namun banyak UMKM yang belum berhasil memanfaatkan e-commerce secara optimal. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran yang diimplementasikan Galeri Ulos Sianipar dan menganalisis faktor yang mempengaruhi keberhasilannya. Metode penelitian ini menggunakan pendekatan kualitatif dengan sumber data primer dan sekunder. Ditemukan bahwa strategi promosi yang dilakukan belum terintegrasi dan target pasar belum jelas. Rekomendasi strategi IMC (Integrated Marketing Communication) yang efektif meliputi penguatan media sosial, penyempurnaan website, dan pemasaran berbasis lokasi. Penelitian ini diharapkan dapat memberikan masukan untuk meningkatkan kesuksesan penjualan e-commerce UMKM. Kata kunci: UMKM, E-commerce, Strategi Komunikasi Pemasaran, Komuniksi  Pemasaran Terpadu
Co-Authors , Syahrial Hasanuddin Pohan Albani, Muhammad Syukri Anggara, Windu Aris Jona Pangaribuan Azhari Akmal Tarigan Bagus Prayugo Bimbim Maulana Dian Septiana Sari Didit Hansari Dinda Dwi Anggraini El Islamy, Imam Euis Aisyah Hartanto Rianto Hasan Matsum Hasnah Nasution Hendra Utama Imam El Islamy Imam El Islamy Isnaini Harahap Isnaini Harahap Juantommy Roichris Munthe Khalif Khairi Agisra Malkan Yahya Abdillah Marliyah, Marliyah Muhammad Syukri Albani Muhammad Syukri Albani Nasution Nurul Aswaliyah Hasibuan Ratna Sari Hasibuan Rianto, Hartato Roro Rian Agustin Siti Erlina Sudiarti, Sri Tamami, Ahmad Windu Anggara Windu Anggara Zulfikar Abdul Aziz