Integrated Marketing Communication For MSMEs In Jae Que

Abstract

This article discusses the marketing communication strategy of the Jae Que Production House MSMEs in marketing their products. Marketing communication strategy is a strategic effort that must be carried out by producers in order to be able to attract the attention of the market as their target. Jae Que is an MSMEs engaged in herbal drinks made from rhizomes and medicinal plants which are packaged instantly. This article uses a qualitative research method approach by conducting observations, interviews, and documentation. The results of this study indicate that five elements of marketing communication are carried out continuously and integrated by Jae Que Production House MSMEs, namely direct marketing, interactive marketing, sales promotion, personal selling, public relations, except for advertising marketing communication elements which are no longer carried out at this time due to streamlining spending and use social media to disseminate and carry out marketing communications.