Strategi Komunikasi Pemasaran Binjai Milenial Market dalam Mengembangkan Usaha Mikro Kecil Menengah (UMKM) di Kota Binjai

Abstract

This research is entitled "Marketing Communication Strategy of Binjai Millennial Market in Developing Micro, Small and Medium Enterprises (MSMEs) in Binjai City". This research method is descriptive qualitative. The aim of this research is to find out the marketing communication strategies and obstacle to the Binjai Millennial Market. This study uses a constructivism paradigm using several theories, namely marketing communications, marketing communications strategies, marketing mix, and MSMEs. Data collection was carried out by interview, observation, and documentation techniques. Researchers interviewed six informants, including the Manager, HRD, Head of the Creative Content Team, and three Tenant Owners obtained by purposive sampling technique. The model of marketing communication practices used in this study is the 4 Ps, namely product, price, place, and promotion, by McCarthy. The results of this study are that the Binjai Millennial Market has been quite good at implementing the four elements of the marketing mix to carry out its marketing communication strategy in developing MSMEs in Binjai City, such as making or selling products that are different from other places, discounts at certain times, strategic locations , as well as regularly carry out promotions from various social media such as Instagram, Facebook, and Tiktok. Obstacles to the Binjai Millennial Market marketing communication strategy in developing MSMEs in Binjai City include the same products outside the Binjai Millennial Market but sold at lower prices, prayer room facilities that must be crossed first, and not all tenants have Instagram accounts to sell them. In addition, the Binjai Millennial Market is still not very intense in maximizing the features available on social media such as Tiktok stories, Live Instagram, and interactive content on instastories.