STRATEGI KOMUNIKASI PEMASARAN UMKM PT. MOJACHI: OPTIMALISASI ENTREPRENEURS VILLAGE MENUJU PASAR GLOBAL
Keywords:
Strategi Komunikasi Pemasaran, UMKM, Entrepreneurs Village , Bauran Pemasaran, Pasar GlobalAbstract
Penelitian ini bertujuan untuk mengeksplorasi strategi komunikasi pemasaran yang diterapkan oleh PT. Mojachi, sebuah UMKM berbasis di Sulawesi Tenggara, dalam usahanya menembus pasar global melalui konsep entrepreneurs village . Menggunakan teori bauran pemasaran (4P: Produk, Harga, Tempat, Promosi) dan pendekatan deskriptif kualitatif, penelitian ini menganalisis data yang dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi terhadap lima informan utama, yaitu direktur, manajer, karyawan, dan konsumen. Temuan menunjukkan bahwa PT. Mojachi berhasil memanfaatkan diferensiasi produk dengan menggunakan bahan lokal, menetapkan harga kompetitif, mengoptimalkan distribusi, serta memperluas jangkauan promosi baik secara daring maupun luring. Dukungan faktor internal, seperti sumber daya manusia dan inovasi produk, serta faktor eksternal, seperti kebijakan pemerintah, memainkan peran signifikan dalam mendukung keberhasilan perusahaan. Artikel ini memberikan wawasan bagi UMKM lain untuk menerapkan strategi pemasaran yang inovatif dan berorientasi pada keberlanjutan.
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