Analisis Strategi Komunikasi Pemasaran Dalam Pengembangan Bisnis Pengrajin Kayu Kabupaten Jepara

Pratama, Muhammad Rio Sandi and -, Yanti Haryanti, S.Pd., M.А (2026) Analisis Strategi Komunikasi Pemasaran Dalam Pengembangan Bisnis Pengrajin Kayu Kabupaten Jepara. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This descriptive qualitative study aims to analyze the Integrated Marketing Communication (IMC) strategy of Jepara wooden craftsperson in digital business development using the six-stage IMC framework and SWOT matrix. Data were collected through observation, documentation, and in-depth interviews with four craftsperson selected via purposive sampling, validated through triangulation. Findings reveal that craftsperson' main strength lies in visual progress updates and interactive video calls to build trust for high-involvement products. However, centralistic management causes encoding noise in custom orders, compounded by low digital advertising literacy. Opportunities exist in programmatic ads (Meta and WhatsApp Ads) and rising youth demand for minimalist furniture, despite threats from photo plagiarism and mass manufacturing. The formulated IMC strategy encompasses: (1) strengthening brand positioning via minimalist educational content; (2) chat automation and standardized order forms; (3) live video call authentication and watermarking; and (4) implementing measurable communication evaluation metrics.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Integrated Marketing Communication (IMC), IMC Stages, SWOT Analysis, Jepara Wooden Craftspersons, New Media.
Subjects:	H Social Sciences > HE Communications H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	MUHAMMAD RIO SANDI PRATAMA
Date Deposited:	19 Aug 2026 09:54
Last Modified:	19 Aug 2026 09:54
URI:	http://eprints.ums.ac.id/id/eprint/148698

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