Strategi Komunikasi Pemasaran UMKM Himpunan Pemuda Reformasi (HPR) dalam Memasarkan Gula Aren di Kecamatan RambahKabupaten Rokan Hulu

Abstract

UMKM Gula Aren HPR, a home-based business located in the Rokan Hulu district, specializes in selling palm sugar or "gula merah". Utilizing marketing communication methods, the business aims to effectively promote its products. However, the UMKM Gula Aren HPR doesn't automatically come to consumers' minds in practice. It’s crucial for UMKM HPR to understand marketing communication strategies to ensure the smoothness and success of the marketing process. The purpose of research is to understand the marketing communication strategies employed by the UMKM Gula Aren HPR in promoting palm sugar and to explore how these strategies relate to Word of Mouth (WOM), social media marketing, event strategies, and personal selling. This qualitative research involves descriptive analysis. Research subjects include the chairperson, employees, and consumers, selected through purposive techniques. Data is collected through observation, interviews, and documentation. Data analysis follows the Miles and Huberman model, with data validity ensured through prolonged engagement and triangulation. The research findings reveal that the UMKM Gula Aren HPR employs the Word of Mouth (WOM) marketing strategy through social media, particularly Facebook, engages in event marketing by setting up stands at various events, and utilizes personal selling involving product presentations and explanations to consumers.