Observasi Komunikasi Pemasaran pada Usaha UMKM Bengkel Jasco Motor
Abstract
ABSTRAK
Penelitian ini menganalisis penerapan strategi komunikasi pemasaran terintegrasi (IMC) pada UMKM Bengkel Jasco Motor untuk membangun kepercayaan dan loyalitas pelanggan. Metode yang digunakan adalah kualitatif deskriptif melalui observasi, wawancara, dan dokumentasi aktivitas pemasaran. Hasil penelitian menunjukkan bahwa kombinasi personal selling, pelayanan transparan, dan pemanfaatan TikTok mampu meningkatkan awareness serta mendorong word of mouth. Konten visual seperti proses servis dan hasil before–after memperkuat kredibilitas. Integrasi komunikasi online dan offline menciptakan pengalaman yang konsisten, meski penguatan branding dan konsistensi konten masih diperlukan.
ABSTRACT
This study analyzes the application of integrated marketing communication (IMC) strategies at Bengkel Jasco Motor MSMEs to build customer trust and loyalty. The method used is descriptive qualitative through observation, interviews, and documentation of marketing activities. The results show that a combination of personal selling, transparent service, and the use of TikTok can increase awareness and encourage word of mouth. Visual content such as the service process and before-and-after results strengthen credibility. The integration of online and offline communication creates a consistent experience, although branding reinforcement and content consistency are still needed.
References
Belch, George. E., and Belch, Michael. A. (2003). Advertising and Promotion An Integrated Marketing Communication Perspective (6th ed.).
Broom, Glen. M., and Sha, Bey. L. (2013). Cutlip and Center’s Effective Public Relations (11th ed.).
Hasan, G., Destiana, Nadia. S., and Akbar, N. (2025). Komunikasi Pemasaran Terintegrasi (Integrated Marketing Communication-IMC) (W. Yuliani, Ed.). www.menarapress.com
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., and Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., and Awan, F. H. (2022). Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.808525
Kaplan, A. M. dan, and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kennedy, R., Jamison, E., Simpson, J., Kumar, P., Kemp, A., Awate, K., and Manning, K. (2020). Strategic Management. In Strategic Management. Virginia Tech Publishing. https://doi.org/10.21061/strategicmanagement
Kotler, P., and Armstrong, G. (2018). Principles of Marketing (17th ed.).Pearson Education Limited (17th ed.).
Kotler, Philip., and Keller, K. Lane. (2012). Marketing management. Prentice Hall.
Mangold, W. G., and Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Maulana, B., Dayu, W., and Rian Agustin, R. (2024). Strategi Komunikasi Pemasaran E-Commerce UMKM Menggunakan IMC. Journal of Science and Social Research, 4, 2061–2070. http://jurnal.goretanpena.com/index.php/JSSR
Putri, S. H. (2023). Pengenalan Aplikasi Tiktok Sebagai Media Promosi Produk Pelaku Usaha UMKM Binaan Dikopukm Kota Bandung. Versi Cetak), 6(2), 359–365.
Sari, Y. T. K., Ariyanto, H. H., and Peranginangin, P. (2023). Factors Influencing Purchase Intention in Mobile Shopping Applications with Satisfaction as Moderating Variable. https://doi.org/10.35591/wahana.v26i2
Umam, A., Kurniawati, D., and Harahap, H. (2022). The Communication Strategies of Public Relations in the Class I Immigration Office Special for Immigrations Checkpoins (TPI) Medan in Managing Public Complaint. https://doi.org/10.33258/birci.v5i2.4605
