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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Journal of Business Inflation Management and Accounting
Kurnia, Cipta
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Economics, Econometrics & Finance

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Peran Komunikasi Lintas Budaya Dalam Membangun Kepercayaan Konsumen Asing pada UMKM Kerajinan Tangan di Indonesia Harmen, Hilma; Zebua, Ovan Krisadelman; Sitanggang, Cindy B; Pinem, Dhea Anandha; Kurnia, Cipta; Saragih, Farel Akbar Aditya; Siahaan, Kevin Valensius
Journal of Business Inflation Management and Accounting Vol 2, No 2 (2025): Juli 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/bima.v2i2.6201

Abstract

Komunikasi lintas budaya merupakan faktor kunci dalam membangun kepercayaan konsumen asing terhadap produk UMKM kerajinan Indonesia. Artikel ini bertujuan untuk menganalisis tantangan, strategi, dan peran komunikasi lintas budaya dalam membangun kepercayaan di kalangan konsumen asing. Metode yang digunakan adalah studi literatur dengan pendekatan kualitatif deskriptif. Hasil penelitian menunjukkan bahwa pemahaman budaya, adaptasi komunikasi, dan pemanfaatan teknologi digital menjadi faktor penentu utama dalam membangun kepercayaan dan loyalitas di kalangan konsumen asing. Artikel ini merekomendasikan penguatan kompetensi komunikasi lintas budaya dan optimalisasi teknologi digital untuk meningkatkan daya saing UMKM di pasar global.
Eksplorasi Peran Strategi Segmentasi, Targeting, Dan Positioning (STP) dalam Membentuk Perilaku Pembelian Konsumen Pada UMKM Kuliner Zebua, Ovan Krisadelman; Zahra, Atika; Destiyani, Suci; Saragih, Farel Akbar Aditya; Siahaan, Kevin Valensius; Kurnia, Cipta; Aulia, Sebrina Intan; Saputra, Hendra
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 1 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i1.1345

Abstract

Culinary micro, small, and medium enterprises (MSMEs) in Indonesia face increasingly intense competition driven by shifting consumer preferences and rapid digital adoption. These dynamics highlight the need for a structured marketing approach. This study aims to examine how Segmentation, Targeting, and Positioning (STP) strategies shape consumer purchasing behavior among culinary MSMEs operating in urban areas. Using a descriptive qualitative design, data were obtained through semi-structured interviews with MSME owners and consumers, direct field observations, and supporting documentation. The analysis followed the interactive model of Miles and Huberman. The findings show that MSMEs predominantly apply geographic and behavioral segmentation, focusing on consumers residing near the business location and those who actively rely on digital platforms for food purchases. Targeting strategies are directed mainly toward millennials and Generation Z, who demonstrate strong digital engagement and high purchasing frequency. Product positioning emphasizes authentic taste and the use of local ingredients, which strengthen consumer perceptions of value and encourage repeat purchases. The study concludes that integrating STP with digital media enhances visibility, accelerates decision-making, and contributes to stronger consumer loyalty, making it a vital strategy for sustaining culinary MSMEs in a competitive marketplace.
Co-Authors Aulia, Sebrina Intan Destiyani, Suci Hendra Saputra Hilma Harmen Pinem, Dhea Anandha Saragih, Farel Akbar Aditya Siahaan, Kevin Valensius Sitanggang, Cindy B Zahra, Atika Zebua, Ovan Krisadelman