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All Journal COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Growth: Journal Management and Business
Sim Hwa Hwa
Universitas Internasional Batam
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Penerapan Analisis Komunikasi Pemasaran Terintegrasi dan Analisis SWOT Pada Usaha UMKM Kota Batam Golan Hasan; Michelle Kwok; Joanne Joanne; Citra Arka Putri; Valent Valent; Sim Hwa Hwa
COMSERVA : Jurnal Penelitian dan Pengabdian Masyarakat Vol. 5 No. 9 (2026): COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/comserva.v5i9.3498

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam memperkuat struktur ekonomi nasional, termasuk di Kota Batam yang menjadi salah satu pusat kegiatan ekonomi di Kepulauan Riau. Dalam menghadapi era digital, kemampuan UMKM dalam menerapkan komunikasi pemasaran terintegrasi (Integrated Marketing Communication/IMC) menjadi kunci untuk membangun citra merek serta memperluas jangkauan pasar. Penelitian ini berfokus pada studi kasus UMKM Nasi Goreng Selera Kita, sebuah usaha kuliner vegetarian yang telah beroperasi selama empat hingga lima tahun di Batam. Usaha ini meliputi konsep makanan sehat tanpa daging dengan cita rasa lokal sebagai bentuk edukasi kepada masyarakat mengenai gaya hidup sehat. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan analisis berdasarkan observasi, wawancara, dan kajian literatur. Hasil kajian awal menunjukkan bahwa Nasi Goreng Selera Kita telah memanfaatkan media sosial serta platform layanan daring seperti GoFood, GrabFood, dan ShopeeFood sebagai bagian dari strategi pemasarannya. Namun, penerapan komunikasi pemasaran terintegrasi belum berjalan optimal karena promosi masih berfokus pada media digital, sementara potensi kolaborasi offline dan penguatan brand identity belum dimaksimalkan. Temuan ini menyoroti pentingnya pengembangan strategi IMC yang lebih holistik, mencakup integrasi antara promosi online dan offline, penguatan segmentasi pasar, serta pemanfaatan kolaborasi komunitas untuk memperkuat citra merek dan daya saing UMKM. Penelitian ini diharapkan dapat memberikan kontribusi dalam pengembangan model komunikasi pemasaran terintegrasi bagi UMKM di era digital, khususnya di sektor kuliner berbasis nilai kesehatan dan keberlanjutan.
Uncertainty, Perceived Value, and Blind Box Purchase Intention among Generation Z in Batam Listia Nurjanah; Andina Fasha; Sim Hwa Hwa
Growth: Journal Management and Business Vol. 4 No. 01 (2026): June 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v4i01.1642

Abstract

Blind box products, sold in sealed packaging that hides the exact item inside, have become popular among young Indonesian consumers, yet little is known about how the uncertainty built into these products shapes buying decisions. Drawing on the theory of consumption values, this study examines the effect of uncertainty on functional, emotional, and social value, and the effect of these three value dimensions on purchase intention among Generation Z consumers in Batam City. By positioning uncertainty as an antecedent of three distinct consumption-value dimensions, this study extends the application of the theory of consumption values to the experience-based context of blind-box purchasing. A quantitative design was used. Data were gathered through a structured questionnaire from 350 respondents aged 17 to 30 who live in Batam and were familiar with or had bought blind box products, selected by purposive sampling. The data were analyzed with partial least squares structural equation modeling. Uncertainty had a positive and significant effect on functional value, emotional value, and social value, with the strongest effect on social value. All three value dimensions, in turn, positively and significantly influenced purchase intention and jointly explained 62.4 percent of its variance; emotional value had the largest coefficient, although the differences among the three were small. The findings suggest that, for blind box buyers, not knowing what is inside the package adds to rather than detracts from perceived value. Sellers can therefore treat the element of surprise as part of the product itself, while keeping quality consistent and supporting the collector communities in which buyers share their unboxing experiences.
Co-Authors Andina Fasha Citra Arka Putri Golan Hasan, Golan Joanne Joanne Michelle Kwok Nurjanah, Listia Valent Valent