STRATEGI KOMUNIKASI PEMASARAN PELAKU USAHA MIKRO PENERIMA PROGRAM PAHLAWAN EKONOMI NUSANTARA DI KECAMATAN SUMEDANG UTARA KABUPATEN SUMEDANG

Abstract

The government has issued an empowerment policy aimed at increasing incomes

and eliminating dependence on social assistance through the Pahlawan Ekonomi

Nusantara (PENA) program, which includes business assistance, training, and

mentoring. Many micro-entrepreneurs receiving the PENA program in North

Sumedang District do not yet understand the importance of clear, consumer

oriented marketing communication planning, such as the message delivered, the

selection of marketing communication media and digital media to reach consumers

widely and efficiently. This study examines how micro-entrepreneurs beneficiaries of

the PENA program develop effective marketing communications through eight steps

of effective marketing communication (Integrated Marketing Communication). This

study used a descriptive qualitative method to gain in-depth understanding of

marketing communication strategies. Informants in this study consisted of three

PENA program beneficiaries, three consumers, and three social facilitators. Data

collection techniques included observation, in-depth interviews, and documentation

studies. The results indicate that micro-entrepreneurs determine communication

targets based on geographic proximity, psychographics, social relationships, and

consumer roles. Communication objectives are directed toward supporting business

goals, and messages are designed effectively. Although micro-enterprises do not

allocate a specific budget for marketing communications, they simply yet

integratedly combine personal communications, digital media, sales promotions,

and print media, tailored to consumer characteristics. Measuring promotional results

reflects the stages of the AIDA model and the Hierarchy of Effects, where success is

measured not only by sales but also by consumer awareness, interest, desire, and

action. Furthermore, feedback in marketing communications is simple, effective, and

relevant to the characteristics of micro-enterprises, even though it has not been

systematically planned.

KEYWORDS:

Marketing Communication Strategy, Micro-Enterprises, Nusantara

Economic Heroes Program