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

*Sylfina Setiawan  -  Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, Indonesia50241, Indonesia
Andini Putri  -  Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, Indonesia50241, Indonesia
Stephanie Ananda  -  Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, Indonesia50241, Indonesia
Annisa Sabrina  -  Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, Indonesia50241, Indonesia
Syah Raafi Nur  -  Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, Indonesia50241, Indonesia

Citation Format:
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.

Fulltext View|Download
Article Info
Section: Articles
Language : INDO
Recent articles
Strategi Komunikasi Persuasif Usaha Mikro Kecil dan Menengah Craftonesia Dalam Membangun Citra Merek More recent articles
  1. 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
  2. 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
  3. 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
  4. 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
  5. Creswell, W. (2024). Karakteristik Penelitian Kualitatif. Metode Penelitian Kualitatif, 45
  6. 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
  7. 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
  8. Ivanova, A. (2023). Gathering Empirical Information and Analysis of Strategies and Techniques of Persuasive Communication. Postmodernism Problems. https://doi.org/10.46324/pmp2302230
  9. Kashaeva, E., & Pavlova, L. (2022). Persuasive influence in business communication. https://doi.org/10.29039/01907-8
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. Stoikov, L. (2013). Effective Communication in Negotiations. Nauchni Trudove, 53–78. https://consensus.app/papers/effective-communication-in-negotiations-stoikov/7ebf13742c8e551dbc3cc97b824cbca0/
  17. 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
  18. Vijaylakshmi. (2023). Communication with Persuasion: A Transformative Approach. International Journal For Multidisciplinary Research. https://doi.org/10.36948/ijfmr.2023.v05i01.1603
  19. Wei, S. (2024). The Importance of Brand Image. Media and Communication Research. https://doi.org/10.23977/mediacr.2024.050115

Last update:

No citation recorded.

Last update:

No citation recorded.