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Endang Sri Wahyuningsih, Endang Sri
Fakultas Ekonomika Dan Bisnis, Universitas Wijayakusuma Purwokerto, Indonesia
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Journal : Jurnal Sistim Informasi dan Teknologi

 1 
Analysis of The Effectiveness of Integrated Digital Marketing Communication Strategies in Building MSMEs Brand Awareness Through Social Media Sulistyo Budi Utomo; Jefri Putri Nugraha; Endang Sri wahyuningsih; Rachmadi Indrapraja; Feliks Anggia Binsar Kristian Panjaitan
Jurnal Sistim Informasi dan Teknologi 2023, Vol. 5, No. 4
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jsisfotek.v5i4.311

Abstract

This research aims to analyze the stages of implementing an integrated marketing communications strategy for MSMEs to build brand awareness through Instagram social media. The paradigm used is a constructivist paradigm. The research approach used is a qualitative-descriptive approach. The instruments for this research are observation, interviews, and documentation studies. Data processing is carried out by recording the results of observations, interviews and documentation studies, as well as identifying problems and planning. The data analysis technique used by researchers is a qualitative data analysis technique, referring to the technique proposed by Miles and Huberman, namely the interactive model. This technique consists of the following three components: data reduction, data presentation, and drawing and verifying conclusions. It can be concluded that in public relations and publicity activities, MSMEs do not have a public relations division. Therefore, all control is still held by the marketing division. As for publicity, MSMEs use Instagram as their main means of conveying information. Judging from the conclusions that the researchers have presented, there is a match between the concept or theory regarding integrated marketing communication strategy and the marketing communication strategies that SMEs implement in the field. However, there is one element that is not implemented, namely the public relations element, because it is still part of the marketing division, but regarding publicity, SMEs use Instagram as their publicity medium.
Co-Authors Achmad Noerkhaerin Putra Adhitya Andhi Johan Zusana Ari Astuti Arifah, Auliya Arinastuti Arinastuti Arjang, Arjang Astuty, Vinnaria Bambang Susilo Basuki Budiati Laksmitasari Dasep Supriatna Daulay, Rebekka desi kristanti, desi Dian Safitri Koesoemasari Didit Hadayanti Dwi Oktavia edi sumantri Edvina Eka Hendrayani Elysa Putri Anggraeni Fadila, Nadia Fakhrazi, Ricky Feliks Anggia Binsar Kristian Panjaitan Handayani, Dwi Oktavia T L Harini, Melinda harsuti Harsuti, Harsuti Hatidja, St. Henderiawati, Retno Hendra Hendra Hendy Tannady Hening Riyadiningsih Heri Setiawan Heri Setiawan Heru Bayuaji Sanggoro Heru Bayuaji Sanggoro I Ketut Suada Ira Mistivani Irfan, Ahmad Isnaeni Rokhayati Isra' Nuur Darmawan Iwan Ariawan Iwan Rustendi Jefri Putri Nugraha Jusril, Hafizah Kartika, Rosalia Anindia Sari kencana, heris Koesoemasari, Dian S. P. Koesoemasari, Dian S.P Leo, Felix Lestari, Herwiek Diyah M J, Ni Luh Made Malik, Safarina G Minadi Wijaya Moh. Gifari Sono Morgan, Juliette Muhammad Edwin Rachmanudin Mulianih Muntahanah, Siti Myint, Khin Saw Aye N Farid, Muhammad Nelfidayani Novanda Nur Huda Noviyanti, Rintis Ockta, Prisca P Edi Sumantri P Edi Sumantri Pandu Riono Priyono Yulianto Pronyk, Paul M Purwanti, Anggun Ajeng Dwi Putra, Gilang Rama Rachmadi Indrapraja Rachmanudin, Muhammad Edwin Rahmadani, Yulia Rozanti, Reni Sagala, Dina Marlina Sanggor, Heru Bayuaji Sari, Dian Puji Puspita Setiady, Dicky siti rodiah Sofyan Anang Kurniawan Sri Sundari Sulistyo Budi Utomo Sunarjo, Peggy Sunarso, Budi Sundari, Sri Surveyandini, Mayla Suryanti, Jasi Susanto Susanto Susatyo Adhi Pramono, Susatyo Adhi Suzana, Andhi Johan Tahir, Muh. Sofwwan Tantri, Julieta Tri Agus Setianingsih Trianty, Leily Udhayakumar, Venkatachalam Venkateswaran, Kodumudi Venkateswaran, Neeraja Vivid Violin Wahyuni, Sri Puji Wahyuningsih, Wiji Wardhani, Rizky Kusuma Wati, Novita Suprapto Widjajalaksmi Kusumaningsih, Widjajalaksmi Widyah Setiyowati Widyastuti Widyastuti William A. Hawley Windarti Setiani WITA WIDYANDINI Yohana Nursruwening, Yohana Yudhaputri, Frilasita A. Yuliandra, Rofi Yunus, Ahmad