Strategi Pemasaran Produk Low and High Involvement pada UMKM di Kota Meulaboh

Bayu Arizona, Ivon Jalil

Abstract


This research aims to analyze product marketing strategies with low and high levels of involvement in Micro, Small and Medium Enterprises in Meulaboh City. This research uses a descriptive qualitative method with a deep interview approach. The main focus of this research is to understand how in Meulaboh develop and implement marketing strategies based on six main indicators: (1) low emotional involvement, (2) level of brand awareness, (3) purchasing involvement, (4) high emotional involvement, ( 5) brand and image influence, and (6) financial involvement. The research results show that with low involvement products tend to focus more on efforts to increase brand awareness and provide information that is easily accessible to consumers. The strategies used include promotions via sosial media and giving discounts. In contrast, with high involvement products place more emphasis on developing a strong brand image and increasing consumer emotional involvement through a personalized purchasing experience and adequate after-sales service. In terms of purchasing and financial involvement, high involvement products require a more complex strategy and greater investment in marketing compared to low involvement products. This research provides insight for in Meulaboh to design effective marketing strategies according to the characteristics of their products, both low and high involvement.


Full Text:

PDF

References


Akbar, D. S., Darna, N., & Prawiranegara, B. (2016). Analisis Akuntansi Yang Diterapkan UMKM. Jurnal Ilmiah Edukasi, 4(3), 243–254.

Apriani, N., & Said, R. W. (2022). Upaya Perlindungan Hukum Terhadap Industri Usaha Mikro Kecil dan Menengah (UMKM) di Indonesia. Jurnal Al Azhar Indonesia Seri Ilmu Sosial.

Arianto Bambang. (2020). Buzzer Media Sosial dan Branding Produk UMKM Daerah Istimewa Yogyakarta. Jurnal UMKM Dewantara, Vol. 2 (July).

Baehaqi, M. A., Udayana, I. B. N., & Welsa, H. (2022). Pengaruh Persepsi Harga, Kualitas Produk terhadap Customer Satisfaction dan Keputusan Pembelian Konsumen. Widya Manajemen, 4(1), 21–33.

Faizal, I., Nanda, I., Ariestiandy, D., & Ernawati, T. (2021). Pengembangan Sistem Informasi Pengelolaan Keuangan Bagi Usaha Mikro Kecil dan Menengah (UMKM). Jurnal Sistem Komputer Dan Informatika (JSON)

Hanim, L., Soponyono, E., & Maryanto, M. (2022). Pengembangan UMKM Digital di Masa Pandemi Covid-109. Prosiding Seminar Nasional Penelitian Dan Pengabdian Kepada Masyarakat

Harahap, H. S., Dewi, N. K., & Ningrum, E. P. (2021). Pemanfaatan Digital Marketing Bagi UMKM. Jurnal Loyalitas Sosial: Journal of Community Service in Humanities and Sosial Sciences

Herlina Tarigan. (2020). Pengembangan Sumber Daya Manusia Pertanian Pada Era Disrupsi: Upaya Mendukung Agribisnis Inklusif Agricultural Human Resources Development in The Disruption Era: Efforts to Support Inclusive Agribusiness. Forum Penelitian Agro Ekonomi, 308(2), 0809–101.

Miswan, M. (2022). Hubungan Antara Kelompok Referensi Dengan Minat Beli Online Pada Generasi Z. Naskah Publikasi Program Studi Psikologi.

Mawarti, R. I., & Riwayati, H. E. (20109). Peran Kualitas Pelayanan Memoderasi Pengaruh Strategi Komunikasi Pemasaran Terhadap Kepercayaan Merek. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 2(3), 433–446.

Nasution, S., & Silalahi, P. R. (2022). Peran Digital Marketing Dalam Meningkatkan Pendapatan Umkm Kuliner Berbasis Syariah Di Kota Medan. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah

Rifani, A., Albushairi, S. A., & Huda, N. (20108). Perilaku Konsumen (Teori Dan Aplikasi Pada Riset Pemasaran). PT RajaGrafindo Persada, Depok.

Robby Aditya, & R Yuniardi Rusdianto. (2023). Penerapan Digital Marketing Sebagai Strategi Pemasaran UMKM. Jurnal Pelayanan Dan Pengabdian Masyarakat Indonesia

Saifuddin, M. (2013). Pengaruh Jenis Endorser dan Brand Name terhadap Sikap Atas Iklan, Sikap Atas Merk dan Niat Pembelian pada Produk High and Low Involvement. Airlangga University.

Saifuddin, M. (2013). Pengaruh Jenis Endorser Dan Brand Name Terhadap Sikap Atas Iklan , Sikap Atas Merek Terhadap Sikap Atas Iklan , Sikap Atas Merk. 3, 2709–2093.

Sitanggang, F. A., & Sitanggang, P. A. (2021). Buku Ajar Perilaku Konsumen




DOI: https://doi.org/10.35308/jimetera.v4i2.10030

Refbacks

  • There are currently no refbacks.