Saputra, Andika (2025) STRATEGI KOMUNIKASI PROGRAM PENDAMPINGAN BANK INDONESIA TERHADAP UMKM BINAAN. Master thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Every business actor hopes that their products can be recognized by the wider community, basically consumers will buy a well-known brand because they feel safe with something they already know. The public can distinguish one product from another by looking at its logo, shape or image, called brand awareness. The marketing communication strategy used by Kaywood Watches to attract buyers lies in its innovative, artistic and trendy design, it is also very suitable for special events and can be used as a gift, and is made of ebony, rosewood, teak and maple wood. This research focuses on the Communication Strategy of Bank Indonesia's Mentoring Program for Fostered MSMEs. The theory used for analysis is SWOT analysis. This study uses a descriptive research method, where researchers not only describe or explain the problems studied according to the facts, but are also supported by questions by conducting direct interviews regarding the object of research, namely Kaywood's marketing communication strategy through social media in building Brand Awareness. Then, the data obtained is collected, compiled, explained, and analyzed along with problem solving or solutions according to the problems studied. The findings for the Communication Strategy of Bank Indonesia's Mentoring Program for Fostered MSMEs are by providing product assistance by giving names and logos. Institutional strengthening in the form of providing opportunities to participate in marketing events and exhibitions, as well as expanding cooperation with external parties. Technical assistance in the form of providing training, research and facilities to fostered MSMEs. Financing in the form of providing working capital loan assistance to fostered MSMEs that can be used to purchase machinery and raw materials. The social media used by Kaywood is to carry out digital marketing through Facebook, Instagram, TikTok, Youtube, Shopee and Blibli and Lazada.
| Item Type: | Thesis (Master) | ||||||
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| Additional Information: | Setiap pelaku usaha mengharapkan produknya dapat dikenali oleh masyarakat luas, pada dasarnya konsumen akan membeli merek yang sudah dikenal karena merasa aman dengan sesuatu yang sudah dikenal. Masyarakat dapat membedakan produk satu dengan yang lainnya dengan melihat logonya, bentuknya maupun gambarnya, disebut dengan kesadaran merek (Brand Awareness). Strategi komunikasi pemasaran yang digunakan oleh Jam tangan Kaywood untuk menarik minat pembeli terletak pada desainnya yang inovative dan artistik serta trendy, juga sangat cocok dipakai dalam acara spesial dan dapat dijadikan hadiah, serta terbuat dari material kayu ebony, sonokeling, kayu jati dan kayu maple. Penelitian ini difokuskan pada Strategi Komunikasi Program Pendampingan Bank Indonesia Terhadap UMKM Binaan. Teori yang digunakan untuk menganalisis yaitu Analisis SWOT. Penelitian ini menggunakan metode penelitian deskriptif, dimana peneliti tidak hanya menggambarkan atau menjelaskan masalah-masalah yang diteliti sesuai dengan fakta, tetapi di dukung juga oleh pertanyaan-pertanyaan dengan melakukan wawancara secara langsung mengenai objek penelitian yaitu strategi komunikasi pemasaran Kaywood melalui media sosial dalam membangun Brand Awareness. Kemudian, data yang di dapat dikumpulkan, disusun, dijelaskan, dan dianalisis disertai dengan pemecahan masalah atau solusi sesuai dengan masalah yang diteliti.. Hasil temuan untuk Strategi Komunikasi Program Pendampingan Bank Indonesia Terhadap UMKM Binaan yaitu dengan memberikan bantun produk dengan pemberian nama dan logo Penguatan kelembagaan berupa memberi kesempatan untuk mengikuti event-event marketing dan pameran-pameran, juga memperluas kerjasama dengan pihak luar. Bantuan teknis berupa memerikan pelatihan, penelitian dan fasilitas kepada UMKM binaan. Pembiayaan berupa memberikan bantuan pinjaman modal kerja kepada UMKM binaan yang dapat digunakan untuk pembelian mesin dan bahan baku. Sosial media yang digunakan Kaywood yaitu melakukan pemasaran digital melalui facebook, Instagram, TikTok, Youtube, Shopee dan Blibli serta Lazada. | ||||||
| Uncontrolled Keywords: | Communication Strategy, Mentoring Program, MSMEs Strategi Komunikasi, Program Pendampingan, UMKM | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 08 Pascasarjana > 70101-Magister Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Perpustakaan FISIP | ||||||
| Date Deposited: | 11 Sep 2025 04:25 | ||||||
| Last Modified: | 11 Sep 2025 04:25 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54250 |
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