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All Journal Jurnal Riset Mahasiswa Dakwah dan Komunikasi (JRMDK) Indonesian Journal of Advanced Research (IJAR)
Syafitri, Elvina Nadia
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Riset Mahasiswa Dakwah dan Komunikasi (JRMDK)

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STRATEGI KOMUNIKASI PEMASARAN UMKM JAMU SWEGERR REKK DI KOTA PALEMBANG Syafitri, Elvina Nadia; Maharani, Dwi
Jurnal Riset Mahasiswa Dakwah dan Komunikasi Vol 7, No 2 (2025)
Publisher : Universitas Islam Negeri Sultan Syarif Kasim Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24014/jrmdk.v7i2.35285

Abstract

This study aims to examine the marketing communication strategy implemented by the MSME Jamu Swegerr Rekk in Palembang City in addressing market challenges, leveraging digital opportunities, and building customer trust. Using a qualitative descriptive approach, data were obtained through observation, in-depth interviews, and documentation with business owners and regular customers. The results show that Jamu Swegerr Rekk applies the 4P marketing mix (Product, Price, Place, Promotion) with an emphasis on communication strategies via social media and community events. The main obstacle lies in the absence of a BPOM distribution permit, affecting both distribution and consumer trust. This study recommends the need to strengthen product legality, optimize digital media, and collaborate with formal institutions to enhance positioning and competitiveness.
Co-Authors DWI MAHARANI Misnawati, Desy Rina Oktaviana