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Penerapan Komunikasi Pemasaran Terintegrasi (IMC) pada UMKM Kuliner: Kedai Kopi Alam Pari Pepes Batam Golan Hasan; Venessa Margareta; Ency; Verina Amelia; Hendra; Edison
PESHUM : Jurnal Pendidikan, Sosial dan Humaniora Vol. 5 No. 2: Februari 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/peshum.v5i2.14719

Abstract

Komunikasi Pemasaran Terintegrasi (Integrated Marketing Communication) adalah strategi yang mengintegrasikan seluruh aktivitas promosi agar pesan merek tersampaikan secara konsisten dan efektif. Penelitian ini menganalisis penerapan IMC pada UMKM kuliner Kedai Kopi Alam Pari Pepes di Batam dengan metode kualitatif deskriptif melalui observasi dan wawancara. Hasil penelitian menunjukkan bahwa upaya pemasaran masih berfokus pada media offline seperti brosur dan promosi dari mulut ke mulut, sedangkan pemanfaatan media digital masih terbatas. Pemesanan online hanya melalui WhatsApp tanpa strategi promosi yang jelas, sehingga kesadaran merek masih rendah. Penelitian merekomendasikan optimalisasi media sosial, khususnya Instagram, untuk meningkatkan interaksi, konsistensi pesan, dan citra merek. Integrasi komunikasi offline dan online penting untuk memperkuat daya saing dan loyalitas pelanggan di era digital.
Co-Authors Abdullah, Sufarhan Adharani, Yana Adrie Oktavio Agoes Tinus Lis Indrianto Agung Firmansyah Agung Firmansyah Agustinus Nugroho Ahmad Faiz Dermawan Akwa, Villian Shah Alfiansyah, Githa Althaf Syafiq Rianto Alwan Wildani Amrizal Andri Ardianto Anggi Rahmadillah Athoillah, Syafiq Awan Awan Azhar, Raisul B., Muhammad Yunus Basilius Agung Eka Saputra Assa Bintang Sheva Busaeri, Nundang Christabella Eilin Setyawan Dedi Erawadi Dona Sariani Edison Ely Yuliawan Ency Eni Sumanti Nasution Etty Murwaningsari Fazril Ferawati Firdiawan Ekaputra Firly Nazilah Putri Fitri Komariyah Gabriella Maria Christine Sipahutar Gecong , Alimin Gede Moh Syahreza Golan Hasan, Golan Hajri, Priazki Haris Ardiansyah Harissman Ihlas, Ihlas Ikhsan, Muhammad Nur Ilham, Muhammad Arifin Indra Laksmana Ismail, Azhar Jalaluddin Jamaluddin Jenny Ria Sihombing Jingga, Trinovita Zuhara Juliaster Marbun Junita Batubara Kasmawati Khomarudin, Agus Nur kusuma, Yuda Perdana Lambang Basri Said Lantip Nurohman Liantifa, Melifia Luqman Ali Dinul Ramadhan M.Siratul Khaeri Malikha Kumala Nabila Massara, Asma Matondang, Vinsensius Mirza Sutrisno Missy Bremila Mohd Adrizal Muhammad Andi Muhammad Azril Naufal Shadiq Muhammad Bilal Taqwa Muhammad Ghifari Muhammad Hably Nasrullah Muhammad Jihan Maulana Zuhri Muhammad Kamal Ibrahim Muhammad Ridwan Maulana Muhammad Sayyid Farhan Muhammad Zaid Itqon Mulyana, Ayu Nabila Salsabila Samodro Nofrial Nurmalia Dewi Nurtam, M Riza Nurul Hiron, Nurul Nurvelly Rosanti Nurvelly Rosanti, Nurvelly Oktavia, Yunisa Popy Meilina Putra, Jati Putra, Muhammad Azizsyah Rabby Nazli Rahmi Berlianti Raisya, Alika Raswati, Elsa Mundi Ray Suryadi, Ray Retnoningsih Rina Novita Rizki Rizki Adityaji Romy Aulia Rosnelli Rully Mujiastuti Ruruh Wuryani Rusmaeni SABARUDIN Sekianti, Atik Sitti Nurbaya Sugianto Sukarman Purba Supriyadin Suriyadi Suwandhi, Albert Syukriadi Tri Angreni Venessa Margareta Verina Amelia Vita Meylani Vitto Andrivanly Vivin Hanitha Vizayaksa, Gema Wellizar Widya Febrina Widya Febrina Wijayanti, Silvana Windos Marbun Wulandana, Rachmadian Yanti, Meli Zam, Riswel Zuraida Lubis