skip to main content

KOMUNIKASI PEMASARAN TERPADU UNTUK NICHE MARKET PADA SAYUR BOX DI MASA PANDEMI

*Umar Umar  -  Department of Communication Science, Universitas Airlangga., Indonesia
Open Access Copyright 2022 Interaksi: Jurnal Ilmu Komunikasi under https://creativecommons.org/licenses/by-sa/4.0/.

Citation Format:
Abstract
Micro, Small and Medium Enterprises (MSMEs) in Indonesia are increasing. As technology develops, MSMEs are forced to adapt and integrate. Facing such competition and challenges amidst the COVID-19 pandemi, MSMEs need to target market niches by conducting integrated marketing. This research was conducted on Sayur Box as an MSME that utilizes the niche market well. With a qualitative approach and descriptive-explorative research type, this research uses content analysis method. The results show that the success of Sayur Box’s niche market is due to brand adoption by implementing compatibility and observability. Some of the integrated marketing communication elements developed by Sayur Box are communication tools, messages, brands, technology and relationships. In an integrated marketing communication effort, Sayur Box utilizes social media, websites and blogs to interact with consumers. Sayur Box has fulfilled eleven primary categories, according to the results of content analysis classification on @sayurbox Instagram posts. 
Fulltext View|Download
Keywords: niche market; MSMEs; sayur box
Funding: LPDP RI

Article Metrics:

  1. Aisyah, S. (2020). Manajemen Pemasaran
  2. Arumsari, N. R., & Marka, M. M. (2017). Kinerja Pemasaran Dan Keunggulan Bersaing. In Universitas Muria Kudus. https://eprints.umk.ac.id/11978/1/MODUL-NURUL-MIRA.pdf
  3. Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (4th Editio). McGraw-Hill Education
  4. Bui, C. C., Wenseslia, F., Hafizkhan, M., Wijayanti, D., & Heriyadi. (2020). Tantangan Dan Strategi Pemasaran UMKM Pada Era New Normal. Usaha Kecil Usaha Mikro, 157–173
  5. Eriyanto. (2013). Analisis Isi: Pengantar Metodologi untuk Penelitian Ilmu Komunikasi dan Ilmu-ilmu Sosial Lainnya. Kencana Persada
  6. Fill, C., & Turnbull, S. (2016). Marketing Communications: Discovery, Creation and Conversations (7th Editio). Pearson Education
  7. Gautama, C. F., Warjoyo, J. G., & Leoputra, B. (2020). Perancangan Ulang Identitas Visual Sayurbox
  8. Ginsberg, K. (2015). Instabranding: Shaping the Personalities of the Top Food Brands on Instagram. The Elon Journal of Undergraduate Research in Communications, 6(1)
  9. Hanum, A. N., & Sinarasri, A. (2017). Analisis faktor-faktor yang mempengaruhi adopsi e commerce dan pengaruhnya terhadap kinerja umkm (studi kasus umkm di wilayah kota semarang). Maksimum, 1(1), 1–15
  10. Hendrawan, A., Sucahyowati, H., Cahyandi, K., Indriyani, & Rayendra, A. (2019). Pengaruh. Jurnal Akuntansi & Ekonomika, 10(1)
  11. Kusumawati, D., & Saifudin. (2020). Pengaruh Persepsi Harga dan Kepercayaan terhadap Minat Beli secara Online Saat Pandemi Covid-19 pada Masyarakat Millenial di Jawa Tengah. Jurnal Akuntansi & Bisnis, 6(1), 1–13
  12. Marketeers. (2018). Trik Ampuh Garap Pasar Millennilas 2018. Marketeers
  13. Prasetyo, B. D. (2020). Strategi Branding: Teori dan Perspektif Komunikasi dalam Bisnis. UB Press
  14. Putra, Y. S. (2011). Analisis Faktor untuk Mengetahui Efektivitas Strategi Me Too sebagai Strategi Bersaing PERUSAHAAN: (Studi Kasus Pada Produk SM Vit C 1000 PT. Sido Muncul). Among Makarti, 4(7), 95–120
  15. Putri, B. R. T. (2014). Manajemen Pemasaran Modern. In Liberty, Yogyakarta. https://doi.org/10.1017/CBO9781107415324.004
  16. Saefudin, A. (2005). Perkembangan Teknologi Komunikasi : Perspektif Komunikasi Peradaban. MEDIATOR, 9(56), 383–392
  17. Sari, R. J. (2019). Analisis Strategi Pemasaran Pada Usaha Mikro Kecil dan Menengah (UMKM) Pada Era Digital di Kota Bandung. EQUILIBRIUM : Jurnal Ilmiah Ekonomi Dan Pembelajarannya, 7(1), 1. https://doi.org/10.25273/equilibrium.v7i1.3829
  18. Saribu, D. S. (2017). Tantangan dan Solusi Bisnis UMKM di Era New Normal
  19. Shimp, A., & Andrews, C. (2013). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (9th Editio). South Western Cengage Learning
  20. Situmorang, J. R. (2017). Pemasaran Relung (Niche Marketing) Sebagai Strategi Membidik Pasar Yang Lebih Kecil. Jurnal Administrasi Bisnis, 13(2), 161–170. https://doi.org/10.26593/jab.v13i2.3502
  21. Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104(August), 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
  22. Sumarni, Y. (2020). Pandemi Covid-19: Tantangan Ekonomi Dan Bisnis. Al Intaj: Jurnal Ekonomi Dan Perbankan Syariah, 6(2), 46–58
  23. Wijanarko, B. E., & Suprapto, W. (2018). Penyusunan Strategi Pemasaran Untuk Pasar Ceruk PT Wijaya Makmur Mesin Utama Semarang. Agora, 7(1). http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/7799
  24. Yusup, D. K., Badriyah, M., Suyandi, D., & Asih, V. S. (2020). Pengaruh Bencana Covid-19, Pembatasan Sosial, dan Sistem Pemasaran Online Terhadap Perubahan Perilaku Konsumen dalam Membeli Produk Retail. In UIN Sunan Gunung Djati Bandung (Vol. 1, Issue 1)

Last update:

No citation recorded.

Last update: 2024-11-06 17:23:49

No citation recorded.