Analisis Komunikasi Pemasaran pada UMKM Bawang Goreng Koe: Perspektif Konsumen terhadap Kemasan, Harga, dan Promosi

Abstract

This study aims to analyze the marketing communication strategies implemented by MSMEs (Micro, Small and Medium Enterprises) Koe Fried Onion in Jambi City. The purpose of this research is to increase sales turnover, introduce products, and increase consumer buying interest. The theory used in this research is the theory of integrated marketing communication (IMC). This research is descriptive qualitative with a case study approach. Data was collected through interviews, observations, and direct documentation in the field, and data were analyzed qualitatively. The marketing communication strategies implemented by Koe Fried Onion MSMEs include: 1) Persuasive communication strategy, which aims to persuade consumers and potential consumers to buy products and hold promotions in the form of year-end promos. 2) Packaging development by innovating new products. 3) Emphasis on the brand, which includes improving product quality through the production of health licenses, continuous promotion, and price adjustments according to market segmentation. 4) Implementation of year-end promotions, online promotions through marketplace platforms such as Shopee, and offline promotions in traditional markets and supermarkets in Jambi City. Supporting factors in the marketing communication strategy of Koe Fried Onion MSMEs include human resources, most of which come from family circles, capital from onion suppliers from farmers, and adequate business locations.