Strategi Komunikasi Persuasif Usaha Mikro Kecil dan Menengah Craftonesia Dalam Membangun Citra Merek

Sylfina Setiawan, Andini Putri, Stephanie Ananda, Annisa Sabrina, Syah Raafi Nur


Abstract


Abstrak

Inovasi dalam pengelolaan limbah telah menjadi industri yang mengguntungkan. Namun tingginya persaingan dan kebutuan membangun citra merek menjadi tantangan bagi Usaha Mikro, Kecil, dan Menengah (UMKM). Penelitian ini bertujuan untuk mengetahui strategi komunikasi persuasif UMKM Craftonesia dalam meningkatkan brand awareness pengolah limbah kertas koran menjadi produk kerajinan. Metode penelitian menggunakan pendekatan kualitatif dengan melakukan wawancara. Temuan mengungkapkan bahwa strategi komunikasi persuasif yang diterapkan Craftonesia melalui partisipasi dalam event internasional efektif dalam membangun citra merek mulai dari interkasi langsung yang memperluas jangkauan menciptakan narasi positif, dan mentransformasi persepsi konsumen terhadap produk daur ulang. Interaksi langsung dengan konsumen tidak hanya meningkatkan kesadaran merek, tetapi juga menekankan nilai keberlanjutan produk. Strategi ini membuka peluang ekspansi pasar internasional dan memperkuat posisi Craftonesia sebagai UMKM kreatif dengan produk berkualitas dan ramah lingkungan.


Abstrac

Innovation in waste management has become a profitable industry. However, high competition and the need to build a brand image are challenges for Micro, Small, and Medium Enterprises (MSMEs). This study aims to determine the persuasive communication strategy of Craftonesia MSMEs in increasing brand awareness of processing newspaper waste into craft products. The research method uses a qualitative approach by conducting interviews. The findings reveal that the persuasive communication strategy implemented by Craftonesia through participation in international events is effective in building a brand image starting from direct interaction that expands the reach of creating positive narratives, and transforming consumer perceptions of recycled products. Direct interaction with consumers not only increases brand awareness, but also pressures on the value of product desires. This strategy opens up opportunities for international market expansion and strengthens Craftonesia's position as a creative MSME with quality and environmentally friendly products.


Full Text:

PDF

References


Alamsyah, D., Othman, N., & Mohammed, H. (2020). The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters, 10(9), 1961–1968. https://doi.org/https://doi.org/10.5267/j.msl.2020.7.010

Anggraini, D., Hisnati, N. N., & Kusumastuti, A. (2024). Perspektif Konsumen Pada Brand Image Mie Gacoan Terhadap Peningkatan Penjualan Produk. Masyrif : Jurnal Ekonomi, Bisnis Dan Manajemen. https://doi.org/10.28944/masyrif.v5i1.1653

Arifin, M., & Achmadi, A. (2022). Analysis of MSME Marketing Challenges in Showing Its Existence Towards Export Scale Case Study on AMMIC. INCOME: Innovation of Economics and Management. https://doi.org/10.32764/income.v1i3.1685

Arifiya, N., Prasasty, A. T., & Nurhidayati, R. (2021). Analysis Of The Effect Of Brand Image On The Sales Volume Of Three Products. E-Mabis: Jurnal Ekonomi Manajemen Dan Bisnis. https://doi.org/10.29103/E-MABIS.V22I1.646

Creswell, W. (2024). Karakteristik Penelitian Kualitatif. Metode Penelitian Kualitatif, 45.

Darmawan, A., Zhahara, G. J., Ferdian, R., Yogaswara, M. G., Kiki, R., Haryono, G. P., Rahman, A. H., Revaldi, A. C., Dewa, T., Rijki, Utami, S. M., Solichin, M. D., & Safitri, D. M. (2023). Perancangan Branding Dalam Peningkatan Produk UMKM di Desa Cikangkung. Jurnal Pengabdian Kepada Masyarakat Abdi Putra. https://doi.org/10.52005/abdiputra.v3i3.142

Hamza, F. (2022). Manager’s Attitude And Behavior In Decision-Making Process Under Persuasive And/Or Binding Communication: A Literature Review. Global Conference on Business and Management Proceedings. https://doi.org/10.35912/gcbm.v1i1.7

Ivanova, A. (2023). Gathering Empirical Information and Analysis of Strategies and Techniques of Persuasive Communication. Postmodernism Problems. https://doi.org/10.46324/pmp2302230

Kashaeva, E., & Pavlova, L. (2022). Persuasive influence in business communication. https://doi.org/10.29039/01907-8

Lesmini, L., Firdaus, M., & Rifni, M. (2024). Sosialisasi Strategi Packaging dan Branding untuk Meningkatkan Daya Saing Produk. ADMA : Jurnal Pengabdian Dan Pemberdayaan Masyarakat. https://doi.org/10.30812/adma.v4i2.3353

Norov, B. N. U., & Karimov, E. B. U. (2021). The importance of events on destination brand image enhancement–the case of Bukhara. The American Journal of Management and Economics Innovations, 3(05), 106–117.

Novita, D., Yuliani, N., Erzed, N., & Herwanto, A. (2022). Effectiveness Of Digital Strategic Branding For Msmes Using Tiktok. International Journal of Social Science. https://doi.org/10.53625/ijss.v2i2.3052

Peleckis, K., Peleckienė, V., Lapinskienė, G., & Dudzevičiūtė, G. (2016). Principles Of Effective Communication And Persuasion In Business Negotiations. https://doi.org/10.3846/BM.2016.48

Rosadi, M. A. I., & Manafe, L. A. (2022). Persuasive communication strategy implementation in attracting consumer interest. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS AND SOCIAL SCIENCE (IJEMBIS), 2(2), 223–232. https://doi.org/https://doi.org/10.5281/zenodo.5731250

Siagian, E. I., Nurkarim, M. C., & Maharani, N. (2024). Persuasive Communication in Business Negotiations: Strategies and Techniques. Ilomata International Journal of Social Science. https://doi.org/10.61194/ijss.v5i2.1165

Stoikov, L. (2013). Effective Communication in Negotiations. Nauchni Trudove, 53–78. https://consensus.app/papers/effective-communication-in-negotiations-stoikov/7ebf13742c8e551dbc3cc97b824cbca0/

Sutaguna, I. N. T., Fardiansyah, H., Hendrayani, E., & Yusuf, M. (2023). Brand Strength For Micro, Small, And Medium Enterprises. GEMILANG: Jurnal Manajemen Dan Akuntansi, 3(2), 77–86.

Vijaylakshmi. (2023). Communication with Persuasion: A Transformative Approach. International Journal For Multidisciplinary Research. https://doi.org/10.36948/ijfmr.2023.v05i01.1603

Wei, S. (2024). The Importance of Brand Image. Media and Communication Research. https://doi.org/10.23977/mediacr.2024.050115


Refbacks

  • There are currently no refbacks.