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Majalah Ilmiah UNIKOM
Published by Universitas Komputer Indonesia
ISSN : 14119374     EISSN : 25277030     DOI : -
Core Subject : Humanities, Science, Art, Social, Engineering,
Arts Humanities Computer Science & IT Engineering Law, Crime, Criminology & Criminal Justice Social Sciences
Jurnal Majalah Ilmiah Unikom (MIU), adalah wadah informasi berupa hasil penelitian, studi kepustakaan, gagasan, aplikasi teori dan kajian analisis kritis di masing-masing bidang kelimuan. Majalah Ilmiah Unikom (MIU) diterbitkan dua kali dalam satu tahun yaitu pada bulan April dan November.
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Articles 192 Documents
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TINJAUAN LITERATUR : MODEL STRATEGI KOMUNIKASI PEMASARAN DIGITAL PADA USAHA MIKRO KECIL DAN MENENGAH Fristaloka, Gina Dwi; Soegoto, Eddy Soeryanto; Wahdiniwaty, Rahma; Sumitra, Irfan Dwiguna; Bachtiar, Adam Mukharil
Majalah Ilmiah UNIKOM Vol. 23 No. 2 (2025): Majalah Ilmiah Unikom
Publisher : Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/miu.v23i2.19527

Abstract

The rapid development of technology today, especially in digital marketing for Micro, Small and Medium Enterprises (MSMEs), often causes MSME players to experience confusion in determining the priorities for using this technology. The abundance of technology tends to be underutilized by MSME players in developing their businesses. This study aims to develop a strategic model applied to an effective technology roadmap for MSMEs to enhance their competitiveness. The methodology employed in this research is based on a systematic literature review of reputable scientific articles published in the last five years (2020-2025). The results of the study formulate a roadmap model consisting of four crucial stages: (1) The foundation & readiness phase, which focuses on legality and financial literacy; (2) The transaction & capital access phase, which emphasizes the adoption of marketplaces and digital payments; (3) Engagement & Ethics Phase, which prioritizes creative content and storytelling; and (4) Integration & Sustainability Phase, which implements CRM and supply chain management. This study concludes that marketing communication strategies in the digital era cannot be implemented simultaneously. The main implication of this study emphasizes that digital marketing failures are often caused by weak foundations. Therefore, MSMEs are advised not to jump straight into complex technologies without first addressing legal and operational fundamentals to ensure business sustainability. Key Words: Digital marketing, Marketplace, MSME, Roadmap, Social Commerce
ANALISIS KOMPARATIF DESAIN KEMASAN PRODUK SABUN BATANG JENAMA FRAGRANDE PASAR DOMESTIK DAN EKSPOR BERDASARKAN ELEMEN VISUAL PADA TEORI DESAIN KEMASAN Sugilar, Audya Pridita; Soegoto, Eddy Soeryanto; Wahdiniwaty, Rahma; Sumitra, Irfan Dwiguna; Bachtiar, Adam Mukharil
Majalah Ilmiah UNIKOM Vol. 23 No. 2 (2025): Majalah Ilmiah Unikom
Publisher : Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/miu.v23i2.19628

Abstract

Fragrande is an Indonesian local brand offering beauty care products consisting of body care and fragrance items. The brand plans to expand into international markets by introducing several products, including bar soap, body mist, nourishing hair oil, perfume oil, and face mist. Differences in target markets cause a product to adopt different packaging designs between domestic and export distribution. These changes involve visual design elements that shape the product’s character. This study aims to analyze the differences in visual elements of the packaging of Fragrande bar soap for domestic and export markets based on the visual elements in the packaging design theory of Klimchuk and Krasovec. The research employs a descriptive qualitative comparative method through visual observation of Fragrande bar soap packaging. The analysis is conducted by identifying packaging visual elements, including color, typography, layout, space, and material, and examining them through the design principles of balance, hierarchy, contrast, unity, and simplicity. The urgency of this research lies in contributing academically to visual communication design studies in product packaging, providing a reference for designers in developing packaging for global markets, and demonstrating that design changes are not merely aesthetic but function as a visual positioning strategy. The results show that the domestic packaging tends to present a dense and informative visual structure, whereas the export packaging displays a simpler composition emphasizing an emotional experience approach through hierarchy. Key Words: packaging, branding, local products, export products, design communication visual

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