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

Umar Umar

doi:10.14710/interaksi.11.2.93-102

DOI: https://doi.org/10.14710/interaksi.11.2.93-102

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

*Umar Umar - Department of Communication Science, Universitas Airlangga., Indonesia

Received: 23 Oct 2021; Accepted: 1 Jul 2022; Available online: 15 Dec 2022; Published: 15 Dec 2022.

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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.

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Keywords: niche market; MSMEs; sayur box

Funding: LPDP RI

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Section: Articles

Language : EN

In Vol 11, No 2 (2022): December 2022

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