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Farida Nurfalah
FISIP Universitas Swadaya Gunung Jati Cirebon
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Journal : journal of comprehensive science

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Analysis of Business Communication to Build the Brand Image of the SME “Citra Rasa” in Majalengka Wafa Nidaul Haq; Farida Nurfalah; Novicky Alban Adiputra
Journal of Comprehensive Science Vol. 5 No. 5 (2026): Journal of Comprehensive Science
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jcs.v5i5.4170

Abstract

Citra Rasa is an MSME (Micro, Small and Medium Enterprises) that has products with unique flavors located in Majalengka City, but its use of business communication, especially digital media for marketing communication, is still not optimal. This study to investigate the pattern of business communication that carried out by Citra Rasa SME, consumer perception towards image brand, and sustainability business on local market. This research uses descriptive qualitative method, data collection techniques performed are observation, in-depth interviews and documentation. The research informants included SME owners, employees and regular customers. Analysis was performed using Bovee & Thill’s business communication theory and John Elkington’s triple bottom line framework. The results show that communication of product information is still primarily through face-to-face, and consumer perceptions of brand image are moderately good; however, the use of digital media remains to be optimized, which affects business sustainability in the aspects of customer loyalty and repurchase.  In conclusion, Citra Rasa SME still relies heavily on face-to-face communication, while digital media use remains minimal, resulting in suboptimal brand image building. From the Triple Bottom Line perspective, business sustainability is supported by profit (stable sales), people (good social relations), and planet (basic production cleanliness). Therefore, Citra Rasa SME needs to optimize digital media, improve packaging, introduce product variations, and manage social media more aggressively to enhance brand image and ensure long-term sustainability.
Co-Authors ., Mahmudah Abdul Jalil Hermawan Abdul Jalil Hermawan Abdul Jalil Hermawan Abdul Jalil Hermawan Adhnen Eghy Dermawan Aditya Pratama Rachmanto Aghnia Dian Lestari Alpin Ashary Muzhaffar Alvine Septian Nugraha Septian Nugraha Anindita Nirmala Dewi Ayu Barokah Bayu Pratama Al-farizi Bintang Amalia Chairul Ardiansyah Dea Refani Sapitri Deana Ermania Rahutami Dedet Erawati Defi Febrianti Desak Nyoman Intan Desi Permatasari Desti Viandari Rossa Desy Permatasari Dhea Amanda Dhea Febriyana Dian Andriany Dianti Nur’aeni Dimas Aditya Senoputra Dimas Herlambang Putra Dinda Dwi Destarini Dini Widiyana Erick Satyawijaya Esa Astrid Rhaisa Fahmi Nurhidayat Fahruz Fahruz Farras, Muhammad Farras Firmansyah Fatin Afiati Lasmiandari Fida Kamal Fadhillah Filiah Nuralifah Firmansyah Saputra Ghina Amaliyah Gilang Merdeka Gita Oktaviani Hana Alifatunnisa Heriyani Agustina Herlinda Rahayu Hery Nariyah Ibnu Hiban Gymnastiar Ilham Baihaqi Inanah Inanah Indah Nurilah Isma Azza Isma Qonaah Jamilah Ahmad Jasmine Nur’Aini Azizah Kayla Auralianie Karin Khofifah Komalasari Komalasari Leni Rohida Lili Yani Linda Tunaerah M. Aurel Saputra Yudha M. Nuruzzaman M. Nuruzzaman Maullidha Azzhahra Melani Rosmayanti Fazrin Meta Yuniar Meytriantara, Rizky Miastuti Miftahul Jannah Moch Rizky Alhamdany Mohd Naufal Bin Yunos Mohd Naufal Bin Yunus Moza Al Zahrani Firdaus Muhamad Ardan Anuggerah Muhammad Alfarizi Muhammad Angga Ramdani Muhammad Dyka Zulfaqqar Muhammad Nuruzzaman Muhammad Septian Nurrizal Mukarto Siswoyo Nadila Listiawati Novi Anggraeni Novicky Alban Adiputra Novicky Alban Adiputra Nur Elisa Nurhana Dhea Parlina Nurhana Dhea Parlina Nurudin Nurudin Nurudin Siraj Otto Fajarianto Raden Annisa Listiana Radja Djibrali Rahmat Hidayat Rena Regita Resna Amelia Rhesnu Wibisono Rhevallino Daneztha Sulintang Rifka Noviani Santika Rifka Noviani Santika Rifka Noviani Santika Rifka Noviani Santika Rita Gani Rita Gani Salma Fadhilah Salmabila Dwiyanti Salsabila Aurelia Salsabila Az-Zahra Salsabila Cahyarani Saras Ayuningtyas Shalma Calista Zahra Shofy Amalia Silvi Riani Silvia Dini Azzahra Siti Khumayah Sofhia Asni Shania Sri Purwati Pertiwi Kusumawati Sri Wulandari Sri Wulandari SRI WULANDARI Sri Wulandari Sutrisno Tegar Wicaksono Tri Banaty Umi Umayah Wafa Nidaul Haq Welly Wihayati Welly Wihayati Widiartha Atas Cahyadi Wiken Kurniawati Wisnu Lanandie Yahya Iqbal Hamidy Yanto Heryanto Yuniar Yusuf Alfiansyah Zahra Rahmadenia