Strategi Komunikasi Pemasaran Usaha Kecil Menengah (UKM) di Kabupaten Bantul dan Kulon Progo Yogyakarta1

Utomo, Hastho Joko Nur and Afifi, Subhan (2004) Strategi Komunikasi Pemasaran Usaha Kecil Menengah (UKM) di Kabupaten Bantul dan Kulon Progo Yogyakarta1. Jurnal Ilmu Komunikasi, 2 (2). pp. 284-296. ISSN 1693-3029


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Small-medium businesses (SMBs) are one of business players which have a vital role to the national economic recoveries. In practice, there are some problems regarding to the development of SMBs in Indonesia. Marketing communication is one among several problems existed in the implementation of SMBs. This article presents a research on how the marketing communication strategy is applied and a design on the ideal marketing communication strategy. Research shows that there were none of the SMBs owners who occupied marketing communication / promotion strategy for their products. Marketing communication strategy in SMBs' level could actually be designed through a better planning process by considering: situation, objective, strategy, tactics, action and control. In considering the unique characteristics of SMBs, we can actually create an effective marketing communication strategy such as: advertisement (brochures and packaging), sales promotion (free prices), and direct selling (presentation). Publicity and public relation can be enhanced by developing particular collaborations with the mass media. Promotion via internet could also be other challenging consideration especially for export-based SMBs.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Dr. M.Si Subhan Afifi
Date Deposited: 18 Oct 2018 03:58
Last Modified: 18 Oct 2018 04:01

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