| dc.description.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. | en_US |
