Pengaruh Komunikasi Pemasaran Terintegrasi (Integrated Marketing Communication) Terhadap Ekuitas Merek Melalui Kesadaran Merek Pada UMKM Unggulan Kota Tasikmalaya
DOI:
https://doi.org/10.35870/jemsi.v11i5.4508Keywords:
Digital Marketing Communication (Integrated Marketing Communication), Brand Awareness, Brand Equity, Msmes, Superior Products, Innovation, TasikmalayaAbstract
The sustainability of the business sector is strongly supported by Micro, Small, and Medium Enterprises (MSMEs). As information technology continues to evolve, marketing communication strategies are increasingly needed to enhance brand strength amid digital competition. Integrated Marketing Communication (IMC) is one approach frequently applied, integrating multiple communication media so that consumers receive messages in a uniform manner. At present, IMC encompasses both conventional and digital channels to adapt to changing consumer behavior. This study seeks to analyze how digital marketing communication, within the IMC perspective, impacts brand awareness and brand equity of superior MSME products in Tasikmalaya City. Tasikmalaya City is home to nine categories of superior products. The findings reveal that although most MSMEs have adopted digital tools like Shopee, Instagram, and Facebook, challenges remain in maximising their digital marketing practices. Limited human resources dedicated to digital communication management and less appealing content are the core issues faced. This research further confirms that brand awareness significantly contributes to the formation of brand equity. MSMEs such as Yola Bordir, Rumah Kayu Bordir, Batik Agnesa, and Batik Alika managed to raise brand awareness through partnerships and the application of updated strategies. The study concludes that providing training and education is vital for improving MSMEs’ competencies in digital marketing communication. A strategy-driven approach is seen as effective in safeguarding the identity of local products from Tasikmalaya while simultaneously broadening their market opportunities.
Downloads
References
Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28(1), 35-37.
Alfarisi, S., Setyowati, N., & Setyowati, S. (2019). Pengaruh elemen ekuitas merek terhadap keputusan pembelian produk kopi Sadari Kopi di Kota Surakarta. Jurnal agribisnis terpadu, 12(2), 146-159. https://dx.doi.org/10.33512/jat.v12i2.6777.
Amadi, C., Mpuon, J. A., & Akanineyene, S. E. (2024). Social media marketing and consumer patronage of fast foods business in calabar metropolis. British Journal of Management and Marketing, 7(2), 1-25.
Awa, A., Judijanto, L., Ohyver, D. A., Zahara, A. E., & Setiawati, T. (2024). Digital Marketing Strategy: Membangun Bisnis Online melalui Strategi Pemasaran Digital yang Efektif. PT. Green Pustaka Indonesia.
Chandramohan, S. (2024). Effect of brand image and brand trust on purchase intention of Fast-Moving consumer goods. International Journal of Scientific Research in Engineering and Management, 8(12), 1-11.
Dropulić, B. (2022). Brand equity in a digital age: systematic literature review. Ekonomska misao i praksa, 31(1), 277-302.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of product & brand management, 22(5/6), 342-351. https://doi.org/10.1108/JPBM-05-2013-0299.
Keller, K. L. (2013). Building, Measuring, and Managing Brand Equity .
Kitchen, P. J. (2017). Integrated marketing communications. Evolution, current status, future. Journal of Marketing, 38(11-12), 1417-1437.
Lovelock, C. H., & Wirtz, J. (2001). Services marketing: people, technology, strategy. (No Title).
Mishra, A., & Vijay, T. S. (2023). Integrated advertising, promotion, and marketing: communicating in a Digital World. Routledge India.
Nardo, R., Yuliana, L., Ratnasari, K., Nugraha, J., Lasminingrat, A., Kusuma, H. W., ... & Wardhana, A. (2024). Branding Strategy di Era Digital. CV. Eureka Media Aksara.
Natalina, K., & Wahyuni, S. (2022). The effect of brand image and Omni Channel marketing on customer satisfaction and customer loyalty in digital saving opening of Bank BRI. Utsaha: Journal of Entrepreneurship, 50-61.
Nugraha, J. THE INFLUENCE OF HEDONIC SHOPPING MOTIVATION AND ELECTRONIC WORD OF MOUTH INFORMATION ON ONLINE IMPULSIVE PURCHASING OF ISLAMIC FASHION PRODUCTS. Journal of Business Management Education (JBME), 9(2), 87-97.
Nurdiyanto, A. D., & Purnomo, M. (2020). Pengaruh Kesadaran Merek, Citra Merek Dan Komunikasi Pemasaran Terhadap Ekuitas Merek. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(3). https://doi.org/10.35794/jmbi.v7i3.31443.
Park, S. (2020). Marketing management (Vol. 3). Seohee Academy.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). London: pearson.
Wardhana, A. (2023). Kewirausahaan dan UMKM di Era Digital 4.0. Purbalingga: Eureka Media Aksara.
Xuan, Q. T., Truong, H. T., & Quang, T. V. (2023). The impacts of omnichannel retailing properties on customer experience and brand loyalty: A study in the banking sector. Cogent Business & Management, 10(2), 2244765.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Jeffry Nugraha
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
