Marketing Communication: Pengalaman Pebisnis Pemula Dalam Melakukan Branding

Fatmawati Moekahar, Benni Handayani, Yudi Daherman, Mufti Hasan Alfani

Abstract


Branding is an important factor for every businessman in the sustainability of his business. The Big brands become alternative choices for consumers in determining the products they want to buy. Therefore a brand is built with a relatively long period of time for businessman. However, for the Beginner businessman, often the brand is not a priority. They only care about how much the products they sell are in demand and are bought by consumers regardless of the brand name of the product itself. This study aims to determine the branding process carried out by the beginner businessman. Researchers look at this problem from the perspective of marketing communication. The research method used is qualitative with a phenomenological approach. Informants consisted of 20 students/graduated who are beginner businessman. The characteristics of a beginner businessman are determined at least one year of the business being run, and are the first-time businessman to have a business. The results of this study found that the branding experience of beginner businessman is done in two ways namely the name and the sign that is used as the closest identity to the product. Whereas marketing communication carried out by beginner businessmen in branding includes communication through social media, word of mouth communication, network communication, which aims to persuade consumers, build impressions and maintain customer loyalty with a simple and limited approach.


Keywords


Marketing Communication, Branding and The Beginner Businessman.

Full Text:

PDF

References


Chrismardani, Y. (2014). Komunikasi Pemasaran Terpadu : Implementasi Untuk Umkm. Jurnal NeO-Bis, Vol.8 No.2, 176–189.

Francis, A. Buttle. (2008). Word of Mouth: Understanding and Managing Referral Marketing. Journal of Strategic Marketing. Manchester Business School, Booth St. West, Manchester, M156PB, UK. (6) 241-254.

Hasan (2010). Marketing dari Mulut ke Mulut. Jakarta: Media Presindo

Karta dan Suarthana (2014) Strategi Komunikasi Pemasaran Ekowisata pada Destinasi Wisata Dolphin Hunting Lovina. Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan Volume 8 Nomor 1.

Kennedy, John E dan Soemanagara, R. Dermawan, (2006). Marketing Communication, Jakarta: Buana Ilmu Populer.

Kotler, Philip, 2000, Marketing Management. Edisi Milenium, New Jersey: Prentice Hall Intl, Inc.

Kuswarno, Engkus (2007). Tradisi Fenomenologi pada Penelitian Kualitatif. Jurnal Sociohumaniora. Vol. 9 No. 2. Juli Halm. 161-176.

Kotler, (2003). Marketing Insights From A to Z. San Francisco: Jossey Bass.

Morissan (2010). Periklanan komunikasi pemasaran terpadu. Jakarta: Kencana.

Priansa, Donni Juni (2017), Komunikasi Pemasaran Terpadu, Bandung : Pustaka Setia.

Tamas, D. Szabo, (2009). Connected Viral, Buzz and Word of Mouth Marketing. Hongarian: Budapesta Corvinus.

Straub and Attner (1994). Introduction to Business, 5th ed. California: Wardworth Publishing Company.

Umami, (2015). Social Strategy Pada Media Sosial Untuk Promosi Pariwisata Daerah Istimewa Yogyakarta. Interaksi: Jurnal Ilmu Komunikasi, vol. 4, no. 2, pp. 195-201, Jul.

Venus, Antar (2013). Fenomenologi Komunikasi Perkawinan Antarbudaya. Jurnal Ilmu Komunikasi, Volume 2, Nomor 2, September 2013, hlm. 1-82.




DOI: http://dx.doi.org/10.33376/ik.v5i1.717

Refbacks

  • There are currently no refbacks.


Google Scholar  Scientific Indexing Services Sinta
 
logo services


Flag Counter
 

 

Copyright of Communication Design : Jurnal InterKomunika

Creative Commons License

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