Hasim
Universitas Kebangsaan
Email: [email protected]
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ARTICLE
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ABSTRACT |
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Date received : 03 January 2021 Revision date : 02 February 2021 Date received : 01 March 2021 |
The change in
human mindset in marketing products departs from the rapid development of
communication and information technology, and at this time the world leads to
online services. This study departs from the initial observations of
researchers related to MSMEs in The City of Bandung which is so much
accompanied by good government attention. UMKM data recorded in the office of
micro and medium enterprises cooperatives in the city of Bandung amounted to
6140 people, thus showing that the city of Bandung became the center of young
business people. The number of MSMEs that are so much needed a proper and
effective marketing communication so that the products offered can be in
demand by consumers. Departing from some of these images this research
reveals the marketing methods of MSMEs, and describes the form of marketing
communication of MSMEs through online media. Based on the theme raised in
this study, researchers set the research method using qualitative method with
deskrptif approach. The results of this study describe that marketing methods
are done online and offline, from these two methods online marketing is
considered more effective because it can reach consumers widely with
relatively affordable promotional costs. The form of marketing communication
of MSMEs is seen based on the type of business, but in general hamir is the
same as giving information about the advantages of products offered, and
differences with similar products. |
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Keywords: Media; marketing communications; UMKM |
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INTRODUCTION
The rapid development of communication
and information technology in Indonesia changes and affects people's mindsets,
thus impacting the lifestyle of society in general. Communication and
information technology makes it easy for people to support all activities, be
it private or public or public. Indonesian society in general and the people of
Bandung in particular are very fortunate with the development of technology at
this time, of course the development of this technology can bring positive
benefits.
The world today leads to digitization
in all aspects, including the use of online media in private, public services,
and trade. Online media or communication and information technology bring
changes to the marketing patterns of MSMEs in The City of Bandung, which was
originally only done offline. Popular online marketing media that is growing in
Indonesia is quite diverse, including bukalapak.com, shopee, lazada, blibi.com,
tokopedia, olx, bhineka, JD.ID, instagram, and or personal-made applications of
these businesses. The variety of online stores that are growing in Indonesia
will certainly increase the choice in using marketing services in general, and
especially MSMEs in the city of Bandung.
Bandung city is a strategic city and
the center of the capital of west Java Province will thus be a lure for
business people to seek profit with a variety of business activities, based on
data from the office koperasai micro and medium enterprises bandung number of
MSMEs as many as 6140 people. Bandung city is the choice of many people of West
Java and some citizens of the capital city of Jakarta to vacation on the
weekend, and of course apart from the capital city of Jakarta there are also
some from other areas. The city of Bandung is increasingly preoccupied with various
activities to be a promising opportunity for MSMEs in the field of services and
processing of goods products. Increasingly varied products, and increasingly
competitive prices, as well as the ease of transactions offered by MSMEs both
through direct and online sales will attract consumers and become the main
choice among the products offered by other MSMEs.
UMKM products in The City of Bandung
are quite varied, including; culinary products, accessories, screen printing
services, packaging, tours, and others. Marketing of MSME products requires the
right means to reach the desired target, thus the products offered will be more
easily known to the public at large. Online media in Indonesia today is one of
the alternatives for entrepreneurs as a marketing medium because it helps to
solve their problems.
Marketing of MSMEs products is not only
done directly or offline but also needs to be done online, in this way the
products produced by MSMEs will be more quickly known by consumers so that it
will be able to increase sales and of course this will correlate with the
profits obtained. Marketing using this online mechanism certainly requires
thoroughness and accuracy in choosing the online media to be used and also
required the ability of entrepreneurs to package marketing communication
messages that will be delivered to prospective consumers. Market segmentation,
product prices, product quality, and product packaging need to be symmetrized
with the marketing message to be delivered, in this way it is expected to be
easier to understand and capture the message by prospective consumers.
Research with the title of the use of
online media as a means of marketing communication of msmes in the city of
Bandung is required restrictions, in this way the research is more focused and
will get the subject matter to be revealed, restrictions are carried out by
setting the following research objectives: 1. To uncover the marketing methods
of MSMEs in the city of Bandung, 2. Describing the form of marketing
communication of MSMEs through online media.
Marketing in general can be understood
as an effort to exchange products, both in the form of goods and services, in
marketing these products required proper communication so that the expectations
in the business of marketing the product can be achieved well. Described Barry Callen in (Panuju, 2019) Marketing communications
are anything your entire organization does that affects your customer behavior
or perception. The marketing communication process is a conversation between
you and your customers about what they say as you listen to your customer
complaints based on those complaints you send them messages.
Further explained (Panuju, 2019) the endeavor of experts to marry
communication and marketing is due to indeed in empirical reality it is almost
impossible to marketing without communication. Communication is always present
in every marketing, however possible marketing has been designed with modern
technology so that communication is impersonal. Communication does not present
people with people, but rather people with machines. Similarly, MSMEs in
Bandung no longer talk to people, but have changed their marketing patterns
from conventional to digital or online marketing, meaning communication
conducted using technology intermediary media.
(Suwatno, 2018) explains that marketing communications
relate to symbols that are close and acceptable to consumers. In order for the
meaning of the message to be understood and accepted effectively, the symbols
used (writings, images, videos) must match the character and behavior of the
consumer. For this reason, marketing communication is closely correlated with
consumer behavior. In addition to being closely related to behaviors that fall
into the discipline of psychology, a sociological-anthropological approach in
understanding consumer behavior is also very important to obtain a distinctive
and specific description of the dynamics of the character, behavior, and
culture of the consumer. Research on the Use of Online Media as a Means of
Marketing Communication Umkm Actors in the city of Bandung that researchers do
this to see the form of marketing communication conducted by MSMEs, especially
in the city of Bandung, based on the expert opinion can be possible the form of
marketing conducted will be different from the form of communication conducted
in other areas, meaning that in each area can be possible to have different
forms of marketing communication.
Further explained (Suwatno, 2018) in the marketing communication
discourse, there are 5 main disciplines or devices that become an integral part
of the concept of marketing communication, namely: 1. Advertising, 2. Sales
promotion, 3. Personal selling, 4. Public relations, 5.and direct marketing.
The five main components of the device can be used as a marketing strategy
conducted by MSMEs, in addition to the form of marketing communication that is
the goal in this study in obeservasi through the five components of marketing
concepts. The form of marketing will be seen and analyzed through online
marketing media used by MSMEs, the online media in question can be determined
after the observation because not all MSMEs use the same type of online media.
According to Effendi in (Suryadi, 2018) Communication strategy consists of two
important aspects that must be studied and understood well, namely strategies
that are interpreted macro (planned multimedia strategy) and micro (single
communication medium). This is very important to give complete meaning in a
proper communication strategy later. Both aspects have dual functions,
including: 1. Disseminating communication messages that are informative,
persuasive, and systematically instructive on the target to obtain maximum
results. 2. Bridging the cultural gap, for example programs derived from
another cultural product is considered good to be applied and made a cultural
property itself is highly dependent on how the strategy of packaging the
information. The expert explanation if the research relates to the marketing of
MSMEs there is a communication strategy that needs to be considered, namely
communication that has a small scope and communication that has a larger scope.
The large scope of communication carried out by MSMEs in Bandung can use
communication strategies through online media facilities. The selection of
online media facilities that can cover the public at large even globally with
the aim of the products offered is more easily known in the hope that the end
of society can choose its products.
Described in the study "Online
Shop Marketing Communication Strategy Babyeye_id Through Instagram Application
In Improving Product Sales". Communication has a very important role in marketing
activities. If communication is experiencing problems, then marketing
activities will be hampered. The implementation of marketing communication aims
to introduce and communicate products (goods and services) to the public.
Promotions are done so that consumers know and are interested in buying and
becoming customers of the products offered. The purpose of this research is to
find out how marketing communication strategies conducted online shop
Babyeye_id through instagram application in increasing product sales. And the
second to know the factors that influence online shop Marketing Communication
Strategy babyeye_id through the Instagram app in increasing product sales. The
theory used is a marketing mix (4P) consisting of Product (product), Price
(price), Place (place), Promotion (promotion). The research method used is
qualitative method with descriptive approach. Data collection is used by
interviewing, observation, and documentation. The results of this study
describe marketing communication strategies conducted by the owner or owner of
online shop babyeye_id, which includes Product, Price, Place then Promotion. (Universitas Muhammadiyah Sumatera
Utara_ Strategi Komunikasi Pemasaran Online Shop Babyeye_Id Melalui Aplikasi
Instagram Dalam Meningkatkan Penjualan Produk, n.d.)
In the book Communication and Human
Behavior Brent, D. Ruben and Lea P. Stewart. 2013:87 explained, the existence
of human communication technology also has the capacity to "move
around" to bridge space. Objects or people who refer to a particular
symbol do not need to be present in order for the symbol to be used in
communication. Information created and packaged in one geographic location can
be transmitted to people on other continents. Communication technology extends
and provides alernative to communicate face-to-face, as a medium of sending and
receiving messages. When one considers the total spectrum of current uses of
technology, including mobile phones, email, and other cable networks, for
example we realize that there are not many aspects of our personal, social, and
work lives that are done through perfect face-to-face communication. The media
will continue to play an increasingly broad and tangible role in human
activities. The existence of such technology that modern marketing is not only
done conventionally or offline but can also be done online through the medium
of communication and information technology, of course the selection of this
media can be adjusted to the financial condition, the type of product marketed,
and the interest of the MSMEs themselves.
Understanding social media in general
is a tool to convey information from a person to a person or group of people,
to achieve individual goals as well as group goals. Nasrulla explained in the
book Social Media ( 2016 ; 8 ) (Nasrullah, 2016) that" social media can be seen from the development of how individuals
relate to media devices. (Van Dijk, 2013)
Van Dijk further explained (2013), in Nasrullah, Social Media. 2015:11, that
"Social media is a media platform that focuses on the existence of users
who facilitate them in activities and collaboration, therefore social media can
be seen as an online media (facilitator) that strengthens relationships between
users as well as a social bond." From the description of the understanding
described by Nasrullah in the book Social Media, 2016: 13 it can be concluded
that social media is a medium on the internet that allows its users to present
themselves and interact, collaborate, share, and communicate with other users,
and can form social bonds online.
METHOD
The design of this research is qualitatively designed,
explained (Suliyanto & MM, 2017)
Qualitative research method is a research method based on the philosophy of
postpositivism, used to research on natural object conditions where researchers
are key instruments, data collection techniques are carried out in trangulation
(combined), data analysis is inductive or qualitative and qualitative research
results emphasize more on meaning. The determination of methodology in this
study is based on the nature and background that the researchers describe, and
the method used is descriptive method. Further explained (Banjari et al., 2017)
descriptive method is a method that seeks or aims to accurately describe the
properties of an individual, circumstance, symptom or group, or determine the
frequency or spread of a symptom that has something to do with one symptom and
another in society.
Dijelaskan (Jalaluddin, 2004),
Descriptive research does not seek or explain relationships, does not test
hypotheses or make predictions. Some authors extend descriptive research to any
research other than historical and experimental research. Research like this
requires adequate qualifications, first; researchers must have receptive
properties. He should always be looking, not testing. Second; he must have
integrative power, the power to combine the various kinds of information he
receives into one unified interpretation. Research related to the Use of Online
Media as a Means of Marketing Communication UMKM Actors In The City of Bandung
does not test certain theories and also does not make a preliminary conclusion,
this study outlines the findings in the field related to the cadas and symptoms
of MSMEs in the city of Bandung descriptively.
RESULTS AND DISCUSSION
1. Production of hijab / veil with the name of your business
unit style_in Hijab.
2. Sambal production with the name of Sambal Judes business
unit
3. Culinary production with the name pawon nela business
unit
4. Recording production under the name of Home Recording
business unit
The type of
business that varies in the subject of this study, researchers hope to provide
a broad picture of msmes activities in the city of Bandung.
This study
describes the findings in the field based on two research objectives, namely:
1.
Marketing methods of MSMEs in Bandung
Marketing
methods of a product is important to be prepared carefully, whether it relates
to the plan, strategy, and convey to the decision to implement the marketing
method that is considered the most appropriate according to the type of
business and the product being marketed. The marketing methods of MSMEs who are
the subject of this study are different, the first marketing methods applied by
businesses producing hijab / veil.
Along with
the development of hijab fashion that continues to increase, yourstyle_in hijab
produces instant hijabs that are easier and more comfortable to use.
Yourstyle_In hijab always strives to present hijab products that are acceptable
to all walks of life, guaranteed product quality, quality safety, and consumer
decisions are the top priorities Yourstyle_In Hijab. Market demand for hijab
needs is wide open, with this consideration at least adding to the spirit and
passion of hijab businesses in the city of Bandung. The average number of hijab
sales conducted offline as much as 105 pieces per / week, and the average
online sales as much as 245 pieces per / week. Sales data with different
marketing methods there is a significant difference, namely more sales made
online.
This fairly
good market demand can certainly influence other businesses to produce similar products
so that a proper strategy is needed so as to take the hearts of consumers in
making a decision.
Yourstyle_in
offers products that suit the era and also the trend that is crowded in the
community, with this method is intended to keep positioning itself on a trendy
product so as to get opportunities in competing with similar businesses.
Through the mission of providing good service, creating innovation in each
product, providing affordable prices but quality products will strengthen the
company's commitment in maintaining its good name and can compete healthily
with other entrepreneurs.
Marketing
products from yourstyle_in hijab pay attention to various aspects, including:
a. Products
Introducing the ingredients and advantages of hijab yourstyle_in products
to consumers is considered very important, this is certainly so that consumers
are interested in buying and even becoming loyal customers. This method of
product introduction is done by providing a description on the finished product
image/photo uploaded on social media that is used for promotion related to the
material and type of fabric used in the production of hijab / veil. Through
these ways consumers are more confident and confident in the quality of the
products marketed.
b. Place
Choosing a strategic
place in marketing a product becomes a very important factor, because in this
way it will be easier to get consumers. This strategic criterion is generally
with the simple language of the place is easy to reach and can be seen by many
people. The place used to market offline is using the private residence of the
subject of this study, one of the considerations is related to the cost of
renting / buying a place and if using a private place can reduce costs. In
addition to opening an offline sales place yourstyle_in hijab also market its
products through social media instagram, this media has a variety of
interesting features and quite effectively reach consumers from various dearah
in Indonesia, in addition to using social media, especially Instagram can
reduce the cost of promotion can even be suppressed to the cheapest point.
c.
Price
The selling price of the product can be a determinant of whether or not
the product is marketed because consumers not only see the quality of the
product, but the price can be a special consideration. Yourstyle_in hijab has a
segmentation of the lower middle class market, thus the price is also adjusted
to the class so that it can be reached. The price of the marketed product
ranges from Rp. 25,000 to Rp. 35,000. good quality in its class and also
affordable price of this product becomes a lot of choices for hijab users.
d. Promotion
Yourstyle_in
hijab promotes its products by utilizing social media Instagram this media
selection because it can reach hijab users in Indonesia in general and the city
of Bandung in particular. In addition to social media instagram the subject of
this study also utilizes social media whatshap to promote its products, the
target of the utilization of this media is the people closest to it. To be able
to attract more consumers yourstyle_in hijab gives discounts at certain times. Described (Van Dijk, 2013), in Nasrullah in the book Social Media (Nasrullah, 2016), that "Social media is a media platform that
focuses on the existence of users who bridge them in activities and
collaboration, thus social media can be seen as an online medium (facilitator)
that strengthens relationships between users as well as a social bond.”
Customer
satisfaction is not only limited to good product quality and affordable price,
but service is also very important to note. Offline and online sales methods
have their own consequences that must be equally considered, yourstyle_in hijab
provides a strategy of handling consumer complicity, especially in the delivery
of goods. Ordering goods made through online mechanism of goods will be sent
through the delivery service, in the process of delivery of goods certainly can
not be separated from the constraints / disruptions, at a certain moment (holidays
big day, Eid al-Fitr, Christmas, and New Year delays in delivery time often
occur, in practice this delay is caused by the delivery service company but it
does not want to blame the delivery service because at that moment there is an
increase in shipping traffic. Komplen consumers because of delays in delivery
of goods, it tries to explain about the delay without blaming certain parties.
The high
demand for sambal products makes many restaurants compete in creating the
latest innovations regarding the taste of sambal, ranging from sambal based on
a mixture of diverse ingredients to sambal based on the level of spiciness.
Processed sambal products are one of the more selective choices in terms of
taste, price, packaging and promotion of the products displayed.
Seeing the
considerable market potential, businesses in packaged sambel industry need to
develop a good product development strategy and effective marketing this is
done to be able to compete in similar business fields. Sambal judes is an
individual processed product that is included in the category of MSMEs, this
product is produced in the residence of business owners (research subjects) on
the batununggal canal road of Bandung city. The development of this processed
business is still very new so it does not have many variants of flavors from
the production of sambel judes, at this time producing sambel with squid
flavor. Sambel judes business owner has a vision to be a successful
entrepreneur in the culinary field that presents a quality culinary product and
can be useful and develop the latest culinary and mission to make Sambel Judes,
become the most delicious and best known sambel among the community.
Based on the
vision and mission that has been proclaimed by business owners, sambel judes
continues to be developed and marketed through various media and marketing
strategies. Promotion as an effort to market products continues to be done
either through online media platforms or done offline or conventionally. At the
time of online promotion done using social media instagram, the reason for this
media selection is the promotional cost of Rp.0 but can reach most areas of
Indonesia and various segmentation of the market.
In addition
to utilizing social media, sambel judes products are promoted also offline word
of mouth (word of mouth) with a Pre-Order system that is by offering its
products to visitors of its stalls, through this way according to the business
owner is quite effective, proven many are interested in buying the product.
Sambel judes market segmentation is intended for all circles, and the selling
price of the product is Rp.25.000/pack. With a fairly affordable price is expected
to be a consideration for prospective consumers to buy their products and even
become loyal customers of this product sambel judes.
Discussion of
objects and subjects of the next research is Pawon Nela, This business activity
unit is a business engaged in snacks and falls into the category of MSMEs, this
business activity aims to develop a business or home business with the aim to
meet the needs of consumers and the product of this business is snack steak.
Pawon Nela's target market is all walks of life, of all ages and social issues,
starting promotions from around where we live and promoting to friends on
social media, as we consider promotions to be more effective if they happen in
a group. In addition we also have a production house that is ready to be
visited by anyone and ready to serve orders. Online promotion using various
social media, such as instagram and also whatsapp. This is intended to make it
easier to order and purchase our products.
Promotions
conducted by pawon nela using online promotion methods received a positive
response, this is seen from the increasing number of buyers compared to offline
promotion methods. Pawon nela created a marketing strategy to maximize sales of
its products, including:
1. Build a network with influencers
Seeing the
change in lifestyle and mindset of humans at this time influencers are
considered to have a role and function that is quite influential, with this
consideration pawon nela use influencers to promote their products to the
public, another consideration with the selection of this strategy is
influencers are increasingly easy to find on social media.
2. Creating product innovation and packaging design
Products from
pawon nela in the form of snacks that are cystic, processed products have two
flavors, namely original flavor steak and spicy taste of orange leaves. This
flavor variant becomes differentiating with similar products from other
companies or MSMEs products. In addition to the unique flavor variants, pawon
nela design attractive packaging and certainly different from existing
packaging, with the difference in packaging design in general will be an
identity of the product.
3. Improving the quality of service
Service to
consumers needs to be improved this is done by pawon nela, as a place for
consumers to see a variety of products and as a place for consumers to provide
website input into the right solution.
4. Media marketing
Social media
instagram and whatsapp is a popular media among the people of Indonesia, with
this consideration pawon nela decided to use this media to promote its
products, besides these two social media are not paid or free so as to reduce
the cost of promotion.
MSME actors
are not only working in the field of business in the form of products, but at
this time has begun to penetrate the world of services, especially recording
services. World civilization in the field of technology at this time
experienced rapid changes, the capacity and function of technology that was
previously very limited to certain things but at this time has improved
significantly and more cangih. The improvement of the function of technology
has an impact on lifestyle and changing human habits so that society in general
can become dependent on technology. The last UMKM informant is Steviano, the
owner of SGI Studio recording business located in galunggung in Bandung, the
development of increasingly sophisticated technology is utilized by MSMEs in
Bandung to open a recording service business. Background in introducing a
musician there are several media that can support in introducing the identity
of a musician one of them by using recording or recording, the existence of
media like this identity of a musician can be conveyed well to music listeners
and other general public.
SGI Studio is
an IT-based music and recording instrument making service by maximizing the
development of technology today and minimizing existing recording tools without
compromising sound quality, and the costs incurred are more economical and
affordable to the public at large. Seeing a potential market in the music
industry, this informant felt that the idea was more creative and innovative
that would open opportunities for the general public at large so that they
could work in the field of music without having to be burdened with high costs
2. Form of
MARKETING communication of MSMEs through online media
Publication of products umkm actors required seriousness and selection of
the right media so that the products offered can be recognized by the public at
large, and more than that when the public already know the product has hopes of
the decision of the community / prospective consumers to decide the action of
buying or using the products we offer. To get a positive response from the
community related to the products we sell requires a special strategy in
communicating the product, choosing the right media and creating the right
content is also part of the strategy that needs to be carried out by MSMEs.
Dijelaskan (Saladin,
2003), Marketing communication is an
activity that seeks to disseminate information, influence and customize the
target market for the company and its products in order to be willing to
accept, buy, loyal to the products offered by the company concerned. Based on the
explanation can be conveyed that marketing requires a management, which means
it needs a good management, proper and effective management.
The form of marketing communication in each MSMEs can certainly be
different from each other, it can be based on the background of the products
sold, the background of MSMEs business owners, the target market, and the
surrounding environment. This study there are four MSME actors as informants,
in this discussion will researchers convey the form of marketing communication
conducted by the four informants, including:
Your style_in Hijab business activity unit located in Bandung conducts
various promotional strategies in marketing its products, media used in its
efforts to promote and publish including instagram social media and whatsapp
applications. Promotion through social media Instagram by uploading photos of
products of various types and models, uploaded photos are selected photos taken
from various angles this is done to convince consumers of the products they
sell. In addition to uploading photos of products, informant your style_in
hijab also lists the price, this price is adjusted to the type of material,
model, and production costs and the price offered is affordable for all
circles, this is in accordance with the target market that has been determined
in advance. And the next form of marketing communication from this informant is
by uploading testimonials from consumers who have purchased their products,
through this way the informant reveals that other consumers will be more
interested and reassured by the products they sell.
The second promotional media used is whatsapp social media, this media
according to the informant is very practical and easy to use, in addition the
promotion using whatsapp social media does not cost much so that some of the
promotional costs can be used for other production costs and can reduce
production costs in general. Informant posted some photos of hijab products on
whatsapp story, in this way the published photos will be seen by many people,
the informant added that even if you look at the limited number of people who
are in contact with the mobile phone but this method is effective to promote
the product and even considered very effective especially who sees those
closest to it so that it will be easier to recognize the product and the
quality it has.
UMKM sambal products with the name of sambal judes business unit located
on Sukamulya Jl.Terusan Batununngal have a marketing strategy through social
media instagram and word of mouth. The selection of social media promotion
facilities is done with consideration of a wide reach so that the products
offered can be seen by many people and in the hope that the products offered
are in demand by many consumers. The form of promotion conducted by this
informant is by uploading a product photo with a product description containing
the name of the goods / products, types, materials, flavors or variants, up to
a characteristic of the product it sells thus will be more convincing consumers
and interested to order it. In addition to promotion through social media, this
informant also offers its products by conventional word of mouth, further
informant explained the technicality of this offer is done by offering to
visitors his food stalls, through this strategy is considered quite effective
to attract consumers because it can directly explain the product description
until it can directly answer questions from prospective consumers related to
its products. Production of MSMEs sambel judes is produced on a limited basis
and if going to buy in large quantities are required to order in advance
(pre-order).
Pawon Nela is an MSMEs that produces snacks one of which is the advantage
is cystic. This product is marketed through social media instagram and
whatsapp, as well as products marketed directly face-to-face in the environment
around the production house, these two ways of marketing is done in order to
increase sales to the maximum and of course will get more profit. This form of
marketing communication conducted by the informant is by promoting its products
through product photo uploads accompanied by various captions related to its
products on social media instagram and whatsapp. The upload of photos of this
product is continuously updated periodically so that it looks serious in
marketing its products, thus consumers will be interested to order the products
offered.
Recording production with the name of the home recording business unit is
a MSMEs that are still very rare but have a lot of creativity to market their
products well, by emphasizing on friendly service, manners, and responsible to
have some customers who are loyal to the services offered. Products from home
recording SGI Studio marketed online through social media instagram and
youtube, this is in line with the basic of this company that relies on the
power of technology. Marketing through social media instagram is done by
uploading videos and narratives related to the products offered, as well as
products offered through the youtube network by uploading videos of service
products offered and examples of the results of its products, thus consumers
will be interested to use its services.
CONCLUSION
Research on the use of
online media as a means of marketing communication of msmes in the city of
Bandung provides conclusions based on two research objectives; reveal the
marketing methods of MSMEs, and describe the form of marketing communication of
MSMEs through online media. The discussion in this study describes the
marketing methods conducted by MSMEs in the city of Bandung conducted online
through social media facilities instagram, whatsapp, and youtube, the
background of this social media selection based on a wide market reach and very
cheap promotional prices. In addition to online marketing conducted by these
informants using offline or face-to-face methods, one of the strongest reasons
when choosing offline is more emphasis on consumers and especially with
consumers close to the production house. The form of marketing communication
set by the informants in this study is by uploading photos of products
(services and goods) accompanied by photo captions, photo captions of these
products that can convince consumers to buy the products offered. In contrast
to offline marketing forms tend to be simpler because it can directly offer its
products to personal consumers, and can directly explain the questions asked by
consumers related to the product. Based on the results of the research from the
four subjects of the study can be seen that promotions conducted online have a
positive impact, this can be seen from the number of buyers who take advantage
of online media bookings in accordance with each social media used by the
subjects of the study. Of the two promotional methods used by the subjects in
this study, online promotion is considered the most effective in reaching
consumers.
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