Roland Anggara Putra, Diana Prihadini

Analisis Strategi Integrated Marketing Communication Dalam Upaya Meningkatkan Volume Penjualan UMKM Gauri Shop Di Jakarta Timur

Introduction

Analisis strategi integrated marketing communication dalam upaya meningkatkan volume penjualan umkm gauri shop di jakarta timur. Analisis strategi Integrated Marketing Communication (IMC) untuk meningkatkan penjualan UMKM Gauri Shop di Jakarta Timur. Temukan faktor penghambat & upaya optimalisasi volume penjualan MSME.

Abstract

This studi aims This study aims to determine and analyze the use of Integrated Marketing Communication (IMC) strategies, as well as identify inhibiting factors and efforts to increase sales volume of Gauri Shop MSMEs in East Jakarta. The research method used a qualitative descriptive approach, with data collection techniques including interviews, observation, and documentation. Eight informants were selected using purposive sampling. The research results show that Gauri Shop's implementation of IMC strategies is still suboptimal, particularly in terms of digital media utilization and direct customer interaction. Inhibiting factors identified include limited human resources, capital, and fluctuating purchasing power. Efforts made to overcome these obstacles include strengthening human resource competencies, diversifying promotional content, and improving customer shopping experiences through digital media and physical stores. This research is expected to provide theoretical and practical contributions to the development of integrated marketing strategies for MSMEs in Indonesia to be able to increase competitiveness and sales volume in a sustainable manner

Review

The study, "Analisis Strategi Integrated Marketing Communication Dalam Upaya Meningkatkan Volume Penjualan UMKM Gauri Shop Di Jakarta Timur," addresses a highly pertinent topic concerning the application of Integrated Marketing Communication (IMC) strategies within the context of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Given the crucial role MSMEs play in economic development, understanding how to optimize their marketing efforts to enhance sales volume is invaluable. The research effectively sets out to analyze Gauri Shop's IMC strategies, pinpoint inhibiting factors, and propose actionable solutions, thereby offering both theoretical and practical insights into a critical area of business management. The qualitative descriptive approach is well-suited for an in-depth exploration of the nuances of IMC implementation in a specific business context. Methodologically, the research employs a sound qualitative design, utilizing interviews, observation, and documentation with eight purposively sampled informants, which allows for rich data collection and a holistic understanding of the subject. The findings clearly indicate that Gauri Shop's IMC implementation is currently suboptimal, particularly in areas of digital media utilization and direct customer engagement – a common challenge for many MSMEs. The identification of limiting factors such as human resources, capital, and fluctuating purchasing power provides a realistic context for these shortcomings. The proposed efforts, including strengthening human resource competencies, diversifying promotional content, and enhancing customer experiences through both digital and physical channels, are practical and directly address the identified obstacles, demonstrating a clear path forward for the specific MSME studied. However, while the study effectively identifies suboptimality, a deeper analytical exploration into the *specific reasons* or *mechanisms* behind this suboptimality (e.g., lack of specific digital marketing skills, budget allocation issues for IMC, measurement challenges) could further strengthen the practical recommendations. This study makes a valuable contribution by highlighting the practical challenges and potential solutions for IMC implementation in an MSME setting. The insights derived from Gauri Shop offer a useful case study for other Indonesian MSMEs grappling with similar issues. While the findings provide significant practical guidance, it is important to acknowledge the inherent limitation of a single-case study in terms of generalizability across the diverse landscape of MSMEs. For future research, it would be beneficial to expand this qualitative inquiry into a comparative study involving multiple MSMEs across different sectors or regions, which could reveal more broadly applicable patterns and challenges. Additionally, future work could explore the quantitative impact of implementing some of the proposed strategies, perhaps through a quasi-experimental design, to measure their effectiveness in boosting sales volume and competitiveness more definitively.

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