KAJIAN TEORITIS : FENOMENA GERAI ES TEH MANIS YANG MENJAMUR MELALUI PENDEKATAN STRATEGI KOMUNIKASI PEMASARAN BERBASIS EMPATHY MAPPING BAGI PELAKU UMKM DI KOTA TANGERANG

Authors

  • Sutra Hendra Universitas Buddhi Dharma
  • Vandi Dwi Putra Universitas Buddhi Dharma
  • Sonny Santosa Universitas Buddhi Dharma
  • Rini Novianti Universitas Buddhi Dharma

DOI:

https://doi.org/10.46306/ncabet.v3i1.110

Keywords:

EMPATHY MAPPING , PELAKU UMKM, STRATEGI KOMUNIKASI PEMASARAN

Abstract

This research provides a theoretical study of empathy mapping-based marketing communication strategies carried out by MSMEs in Tangerang City with simple products such as sweet iced tea. On average, MSME actors who are used as objects in this research have used Instagram as a promotional medium. The description of this theoretical study brings the concept of empathy mapping closer. From the results of surveys and interviews conducted, there is a concept of "quick opening" which prioritizes efficiency itself so that it attracts and emotionally engages customers

References

Djamal. (2015). Paradigma Penelitian Kualitatif. Yogyakarta: Pustaka Pelajar.

Eisenmann. (2002). Internet Business Models; Text and Cases. New York: McGraw Hill.

Firda, M. R. (2021, Desember 24). https://news.bsi.ac.id/2021/12/24/pemanfaatan-digital-marketing-di-era-digitalisasi/. Retrieved from https://news.bsi.ac.id: https://news.bsi.ac.id/2021/12/24/pemanfaatan-digital-marketing-di-era-digitalisasi/

Humas. (2021, April 28). https://www.ekon.go.id/publikasi/detail/2939/dukungan-pemerintah-bagi-umkm-agar-pulih-di-masa-pandemi. Retrieved from https://www.ekon.go.id: https://www.ekon.go.id/publikasi/detail/2939/dukungan-pemerintah-bagi-umkm-agar-pulih-di-masa-pandemi

Humas. (2023, Agustus 31). https://setkab.go.id/presiden-jokowi-dorong-hilirisasi-produk-umkm/. Retrieved from https://setkab.go.id/: https://setkab.go.id/presiden-jokowi-dorong-hilirisasi-produk-umkm/

Keller, K. L. (2013). Strategic Brand Management. London: Pearson Education International.

Moleong, L. J. (2017). Metode Penelitian Kualitatif. Bandung: Remaja Rosdakarya.

Rizaty, M. A. (2023). Produksi Teh di Indonesia Turun Menjadi 136.800 Ton pada 2022. Jakarta: https://dataindonesia.id/.

Taufik, M. (2023, Desember 10). https://djpb.kemenkeu.go.id/kppn/meulaboh/id/data-publikasi/artikel/2862-media-sosial.html. Retrieved from https://djpb.kemenkeu.go.id: https://djpb.kemenkeu.go.id/kppn/meulaboh/id/data-publikasi/artikel/2862-media-sosial.html

Downloads

Published

2024-03-15

How to Cite

Hendra, S. ., Putra, V. D. ., Santosa, S. ., & Novianti, R. . (2024). KAJIAN TEORITIS : FENOMENA GERAI ES TEH MANIS YANG MENJAMUR MELALUI PENDEKATAN STRATEGI KOMUNIKASI PEMASARAN BERBASIS EMPATHY MAPPING BAGI PELAKU UMKM DI KOTA TANGERANG. National Conference on Applied Business, Education, &Amp; Technology (NCABET), 3(1), 113–125. https://doi.org/10.46306/ncabet.v3i1.110

Issue

Vol. 3 No. 1 (2023): The 3nd National Conference on Applied Business, Education & Technology (NCABET)

Section

Articles

License

Copyright (c) 2024 Sutra Hendra, Vandi Dwi Putra, Sonny Santosa, Rini Novianti

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.