ANALISIS STRATEGI KOMUNIKASI PEMASARAN TERPADU PADA UMKM ES CENDOL ABI 1964 BATAM

Abstrak

Es Cendol Abi 1964 merupakan usaha mikro, kecil, dan menengah (UMKM) kuliner yang telah beroperasi lebih dari enam dekade di Kepulauan Riau. Penelitian ini bertujuan menganalisis implementasi strategi komunikasi pemasaran terpadu dalam membangun brand awareness, memperkuat brand heritage, dan mempertahankan loyalitas konsumen. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara mendalam, dan dokumentasi. Analisis data mengadopsi model Miles dan Huberman meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Es Cendol Abi 1964 mengimplementasikan lima elemen komunikasi pemasaran terpadu yaitu periklanan media sosial, promosi penjualan pada momen strategis, hubungan masyarakat melalui partisipasi komunitas, pemasaran langsung via WhatsApp Business, dan komunikasi word of mouth. Temuan penting menunjukkan brand heritage sebagai strategi diferensiasi kunci yang membedakan dari kompetitor melalui narasi sejarah usaha, proses produksi tradisional, dan resep turun-temurun yang menciptakan ikatan emosional dengan konsumen. Penelitian memberikan kontribusi teoretis bagi pengembangan strategi komunikasi pemasaran UMKM kuliner tradisional di era digital.

Es Cendol Abi 1964 is a micro, small, and medium enterprise (MSME) in the culinary sector that has operated for over six decades in the Riau Islands. This research aims to analyze the implementation of integrated marketing communication strategies in building brand awareness, strengthening brand heritage, and maintaining customer loyalty. The research methodology employs a descriptive qualitative approach with data collection techniques including observation, in-depth interviews, and documentation. Data analysis adopts the Miles and Huberman model comprising data reduction, data display, and conclusion drawing. Research findings indicate that Es Cendol Abi 1964 implements five elements of integrated marketing communication: social media advertising, sales promotion at strategic moments, public relations through community participation, direct marketing via WhatsApp Business, and word of mouth communication. A significant finding reveals brand heritage as a key differentiation strategy distinguishing the business from competitors through historical narratives, traditional production processes, and hereditary recipes that create emotional bonds with consumers. This research provides theoretical contributions to developing integrated marketing communication strategies for traditional culinary MSMEs in the digital era.