Customer Based Brand Equity Strategy Dan Integrated Marketing Communication Pada Usaha Mikro, Kecil dan Menengah

Tedi Setiawan

Abstract


ABSTRAK

Mayoritas Unit Usaha Mikro, Kecil dan Menengah belum memiliki brand untuk mendapatkan pelanggan sebagai salah satu sarana pemasaran. Produk yang bagus tanpa kekuatan dari brand dan strategi pemasaran yang efektif akan berakhir dan tidak akan tersimpan dengan baik di ingatan konsumen. Penelitian ini akan dikaji secara kualitatif dengan menggunakan metode deskriptif. Dalam penelitian ini tahapan yang dilakukan yaitu dengan melakukan wawancara secara mendalam pada setiap narasumber sehingga akan didapatkan sebuah rumusan penyusunan strategi pemasaran branding dan strategi komunikasi pemasaran agar dapat menarik perhatian konsumen. Adapun responden dalam penelitian ini adalah para pelaku UMKM yang sedang berkembang di Bandung, Jawa Barat. Dalam pengembangan brand untuk Usaha Mikro, Kecil & Menengah diperlukan penggabungan antara peran manejemen brand dalam organisasi sebagai faktor internal dan brand recognition sebagai faktor eksternal. Proses membangun brand yang kuat dapat mengubah bisnis dari pelaku Usaha Mikro, Kecil & Menengah menjadi pelaku Usaha dengan brand besar yang sukses.

 

Keywords : Customer Based Brand Equity, Integrated Marketing Communication, Usaha Mikro, Kecil & Menengah


Keywords


customer based brand equity; integrated marketing communication; usaha mikro, kecil & menengah

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References


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DOI: https://doi.org/10.17509/jimb.v11i2.28714

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