Abstract
The selection of the marketing communication domain plays a major role in promoting products and services. The most common problem in Micro, Small, and Medium Enterprises (MSME) is its funding system. This study aimed to know the integrated communication marketing used in food processing MSME in Pontianak City. This study was involving 100 participants chosen based on the purposive sampling technique. The analysis method used was descriptive and qualitative analysis. Through a descriptive analysis, the variable studied was described. While, the qualitative analysis applied in assessing the data sources, data reduction, and deducting conclusions or verifications. The result showed that integrated communication marketing that consisted of media advertising, sales promotion, and direct marketing are highly contributed to the food processed sales performance in Pontianak City.
Highlights
The original form of Micro, Small, and Medium Enterprises (MSME) is home industries, farming groups, craftsman groups, or cultural communities (Purnomo, 2014)
MSME is a component that contributed to a high amount of funds for national economic growth
MSME products usually only promoted in the small-scale market
Summary
The original form of Micro, Small, and Medium Enterprises (MSME) is home industries, farming groups, craftsman groups, or cultural communities (Purnomo, 2014). MSME designed to produce a resilient society in the economic aspect. MSME is a component that contributed to a high amount of funds for national economic growth. MSME products usually only promoted in the small-scale market. MSME rarely concentrating on the marketing communication factor because they only focusing on production and selling activities. The most common problem in conducting marketing communication in an MSME was the funding system. Developing information technology is a chance to improve the marketing communication used by MSME in promoting their products and services
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
