PENERAPAN INTEGRATED MARKETING COMMUNICATION PADA USAHA MIKRO KECIL MENENGAH SONGKET SILUNGKANG DI ERA MASYARAKAT EKONOMI ASEAN

Abstract

Current developments in the global economy illustrate the importance of increasing the independence and competitiveness of a country in the world, especially as Indonesia is faced with the implementation of the Masyarakat Ekonomi Asean (MEA) Being a key point for the country to improving and developing the economy especially creative economy. Songket Silungkang is one of the creative economy products which developed by UMKM Songket Silungkang in Sawahlunto. Songket which is a handicraft product and has a different value from other fabric products certainly has different market criteria, therefore the writer wants to find out how UMKM design a strategy marketing communication of Songket Silungkang in the Asean Economic Community Era.This research used descriptive qualitative method, in which the writer wants to explain the strategy marketing communication of Songket Silungkang, the writer collected data through in-depth interviews to UMKM and the Department of Industry and Trade Cooperatives, observation and literature study used techniques analisys from miles and Huberman. From the result of research we can know that UMKM Songket Silungkang in the marketing activities used five integrated marketing communication concepts including advertising,, word of mouth, e-marketing, exhibitions and events such as Sawahlunto International Songket Carnaval and city anniversary events. Five concepts of IMC are effective in marketing communication except advertising in print media. But overall marketing communication that had been done running well