Peran Buzzer Marketing dalam Melakukan Branding Usaha Mikro, Kecil, dan Menengah - Uswatun Nisa; Siti Manzilla Amalia; Rahmawati Rahmawati; Wininda Qusnul Khotimah (Komuniti : Jurnal Komunikasi dan Teknologi Informasi, 2025)
Penelitian ini bertujuan untuk melihat peranan buzzer marketing selaku pihak ketiga dalam melakukan branding terhadap Usaha Mikro, Kecil, dan Menengah (UMKM) di Banda Aceh. Penelitian ini merupakan penelitian kualitatif deskriptif dengan metode snowball sampling (bola salju) yang dilakukan dengan wawancara, observasi serta dokumentasi dengan lima informan penelitian. Hasil penelitian ini menujukkan bahwa peranan buzzer dalam melakukan branding pada UMKM adalah sebagai manager branding, media pengubung, serta media promosi. Melalui strategi viral marketing, buzzer mampu menciptakan rasa perhatian (attention) dan ketertarikan (interest) calon konsumen dalam meningkatkan brand awareness terhadap suatu produk. Pemilihan topik buzzer UMKM masih terbilang minim sehingga penting untuk dikembangkan oleh peneliti lain kedepannya. Namun, jika ingin melihat proses branding secara keseluruhan disarankan menggunakan peranan digital agency. Hal ini dikarenakan, pihak digital agency memang berfokus pada segi branding dan mengelola akun instagram dari suatu produk. Sementara buzzer lebih digunakan untuk meningkatkan brand awareness setelah terbentuknya branding yang kuat.   Numerous new communicators who contribute to the marketing process have emerged as a result of the ongoing development of digital marketing. This study aims to see the role of buzzer marketing as a third party in branding Micro, Small, and Medium Enterprises (MSMEs) in Banda Aceh City. The AISAS model (attention, interest, search, action, share) is used in this study to assess the extent to which buzzer marketing plays a role in product branding. The research method uses a qualitative approach with semi-structured interview techniques. The findings of this study indicate that buzzer marketing serves three functions in branding MSME products: branding manager, media liaison, and promotional media. Through a viral marketing strategy, buzzers are able to create a sense of attention (attention), interest (interest) and stimulate the action of searching for product information (search) by potential consumers for a product. This study also found that the role of buzzer marketing in Banda Aceh City has not reached the action and share stage. The MSME buzzer subjects is still limited, therefore additional study is needed in the future. However, if you want to see the entire branding process, it is best to assume the position of a digital agency. This is because the digital agency specializes in product branding and Instagram account management. Buzzers are more commonly utilized to boost brand recognition when strong branding has been established.