Bambang Sukajie, Dasrun Hidayat, Gartika Rahmasari, Sarah Nursa'diah Hidayat

Optimalisasi Manajemen Komunikasi dalam Penguatan Brand dan Pemasaran Produk Susu KPBS Pangalengan

Introduction

Optimalisasi manajemen komunikasi dalam penguatan brand dan pemasaran produk susu kpbs pangalengan. Optimalkan manajemen komunikasi KPBS Pangalengan untuk memperkuat brand & pemasaran produk susu di tengah persaingan. Analisis strategi internal & eksternal sukses.

Abstract

Industri pengolahan susu memiliki peran strategis dalam mendukung ketahanan pangan nasional serta meningkatkan kesejahteraan peternak lokal. PT Susu KPBS Pangalengan, sebagai unit usaha Koperasi Peternakan Bandung Selatan (KPBS), perlu menerapkan manajemen komunikasi yang efektif guna menjaga mutu produk, memperkuat brand, dan meningkatkan pemasaran di tengah persaingan industri yang semakin kompetitif. Penelitian ini bertujuan untuk menganalisis penerapan manajemen komunikasi KPBS Pangalengan dalam mendukung penguatan merek dan efektivitas pemasaran produk susu. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara mendalam, observasi lapangan, dan studi dokumentasi. Informan dipilih secara purposive, melibatkan staf pemasaran, pengelola Milk Collecting Point (MCP), serta staf produksi. Analisis data dilakukan menggunakan model analisis interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa komunikasi internal yang terstruktur, mulai dari peternak hingga bagian pemasaran, berperan penting dalam menjaga kualitas bahan baku, kelancaran proses produksi, dan konsistensi mutu produk. Selain itu, komunikasi eksternal melalui penguatan nilai lokal Pangalengan, peningkatan identitas visual produk, serta integrasi strategi pemasaran offline dan online terbukti mampu memperkuat citra merek dan memperluas jangkauan pasar. Secara keseluruhan, manajemen komunikasi yang terkoordinasi menjadi faktor kunci dalam meningkatkan daya saing produk susu KPBS Pangalengan.

Review

This paper, "Optimalisasi Manajemen Komunikasi dalam Penguatan Brand dan Pemasaran Produk Susu KPBS Pangalengan," addresses a highly pertinent topic within the Indonesian dairy industry, focusing on the strategic role of communication management for a local cooperative. The research critically examines how effective communication can bolster product quality, strengthen brand presence, and enhance marketing efforts for PT Susu KPBS Pangalengan amidst a competitive landscape. Utilizing a qualitative descriptive approach with in-depth interviews, observation, and document analysis, the study aims to provide practical insights into communication strategies that contribute to both brand reinforcement and market expansion. Overall, the study presents a timely and relevant exploration of challenges and solutions faced by local food producers, linking effective communication directly to business success and sustainable development. The core strength of this research lies in its clear identification and articulation of communication strategies vital for a local dairy cooperative. The findings effectively differentiate between the critical roles of internal and external communication. Internally, the study highlights how structured communication, from farmers to marketing teams, underpins raw material quality, production efficiency, and product consistency – a crucial insight for quality control in agri-food supply chains. Externally, the paper demonstrates the power of leveraging local values, enhancing visual identity, and integrating offline and online marketing channels to strengthen brand image and expand market reach. These specific, actionable insights provide a valuable roadmap for KPBS Pangalengan and potentially other local producers seeking to navigate market competition and build a resilient brand. While offering significant practical contributions, the abstract could hint at areas for further exploration to enrich the study's impact. A potential enhancement could involve discussing the specific challenges encountered during the implementation of these communication strategies, or delving deeper into the metrics used to evaluate the "effectiveness" of marketing efforts beyond qualitative observations. Future research could expand upon these findings through quantitative analysis of market share or brand perception changes, or by conducting comparative studies with similar cooperatives to assess the generalizability of these optimal communication models. Nonetheless, the research effectively underscores the foundational importance of coordinated communication management as a pivotal factor in boosting the competitiveness of local dairy products, making it a valuable reference for industry practitioners and policymakers.

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