Marketing communication management for micro, small and medium enterprises in increasing community economic empowerment
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Dec 15, 2023
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Abstract
This literature review was conducted to explore the realm of marketing communications management in exploring its potential to increase the economic empowerment of communities in Indonesia. Using a qualitative descriptive approach, this research analyzes primary and secondary qualitative data obtained from trusted sources such as scientific journals, books and online or offline news. The results of research analysis reveal that empowerment of micro, small and medium enterprises (MSMEs) is a key factor in improving the welfare of society as a whole. This study also found that MSMEs play a major role in contributing to the country's gross domestic product (GDP) from year to year. Increasing gross domestic product (GDP) has an impact on Indonesia's economic progress. Indonesia's economic development is very dependent on MSMEs, so it is considered important to empower MSMEs with effective marketing communications management to increase productivity and reach a wider market. By utilizing various communication methods such as advertising, online marketing, direct marketing, personal selling, sales promotions, and public relations, MSMEs can improve their overall marketing strategy.
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How to Cite
Amadeus, P. A. M. S., Indra, R., Mani, L., Azhar, K. A., & Ashari, B. H. (2023). Marketing communication management for micro, small and medium enterprises in increasing community economic empowerment. Enrichment : Journal of Management, 13(5), 3163-3174. https://doi.org/10.35335/enrichment.v13i5.1646
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Sigit Surahman, & Yudhistira Ardi Poetra. (2022). OPINION LEADER’S COMMUNICATION PATTERNS IN STRENGTHENING A GREEN ECONOMY THROUGH MSMEs IN SERANG CITY, BANTEN INDONESIA. International Journal of Social Science, 2(2), 1405–1410. https://doi.org/10.53625/ijss.v2i2.3067
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Syahza, A., Savitri, E., Asmit, B., & Meiwanda, G. (2021). Small-scale agricultural product marketing innovation through BUMDes and MSMEs empowerment in coastal areas. Management Science Letters, 11(8), 2291–2300. https://doi.org/10.5267/j.msl.2021.3.015
Tambunan, T. (2008). SME development, economic growth, and government intervention in a developing country: The Indonesian story. Journal of International Entrepreneurship, 6(4), 147–167.
Vrgovic, P., Vidicki, P., Glassman, B., & Walton, A. (2012). Open innovation for SMEs in developing countries–An intermediated communication network model for collaboration beyond obstacles. Innovation, 14(3), 290–302.
Awa, H. O., Ojiabo, O. U., & Emecheta, B. C. (2015). Integrating TAM, TPB and TOE frameworks and expanding their characteristic constructs for e-commerce adoption by SMEs. Journal of Science and Technology Policy Management, 6(1), 76–94. https://doi.org/10.1108/JSTPM-04-2014-0012
Ayandibu, A. O., & Houghton, J. (2017). The role of Small and Medium Scale Enterprise in local economic development (LED). Banach Journal of Mathematical Analysis, 11(2), 133–139.
Etuk, R. U., Etuk, G. R., & Michael, B. (2014). Small and medium scale enterprises (SMEs) and Nigeria’s economic development. Mediterranean Journal of Social Sciences, 5(7), 656–662. https://doi.org/10.5901/mjss.2014.v5n7p656
Fanida, E. H., Niswah, F., Megawati, S., & Rahaju, T. (2020). Improving the Community Economy in the New Normal Era Through the Application of Rebahan . 491(Ijcah), 1166–1171. https://doi.org/10.2991/assehr.k.201201.195
Gunawan, G. G., & Sulaeman, M. (2020). Determining Factors in the Use of Digital Marketing and Its Effect on Marketing Performance in the Creative Industries in Tasikmalaya. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(3), 2543–2550. https://doi.org/10.33258/birci.v3i3.1239
Juwita, R., Arsyad, A. W., & Alfando, J. (2020). MSMEs Empowerment Communication in New Normal Era : The Case of Mini University Kaltim Preneurs in East Kalimantan , Indonesia. BIRCI-Journal, 3754–3765.
Kahrilas, P. J., Dodds, W. J., Dent, J., Wyman, J. B., Hogan, W. J., & Arndorfer, R. C. (1986). Upper esophageal sphincter function during belching. Gastroenterology, 91(1), 133–140.
Kartajaya, H., Indrio, B. D., & Madyani, D. (2004). Marketing in venus. Gramedia Pustaka Utama.
Katyal, A., & Xaviour, B. (2015). A Study on MSMEs’-Role in Propelling Economic Development of India & a Discussion on current HR issues in MSMEs’ in India. International Journal of Scientific and Research Publications, 5(2), 2250–3153. https://pdfs.semanticscholar.org/37b0/6406b02c8238f80ca6f4da6007ba5f497cf7.pdf
Kementrian Koordinator Bidang Perekonomian. (2019). Tantangan dan Peluang Perekonomian Indonesia. Retrieved from https://ekon.go.id/source/publikasi/buku-outlook-perekonomian-2019.pdf
Kusumawati, R. (2021). Assistance for East Waringin SMEs Go Digital. Jurnal Pengabdian Dan Pemberdayaan Masyarakat Indonesia, 1(3), 119–126.
Mukhtar, S., Putri, K. Y. S., Suseno, D. A., Wibowo, A., & Wardana, L. W. (2020). Influence of information technology towards the development economics of SMEs in Indonesia. Humanities and Social Sciences Letters, 8(3), 268–279. https://doi.org/10.18488/journal.73.2020.83.280.291
Mutula, S. M., & van Brakel, P. (2006). E‐readiness of SMEs in the ICT sector in Botswana with respect to information access. The Electronic Library.
Nur Anggara Putra, R., Rudi Nugroho, M., Khuwarizmi Maulana Julendra, A., & Miftahul Fahmi, A. (2021). DESIGN PATTERNS OF WOMEN EMPOWERING MSMEs THROUGH FINANCIAL MANAGEMENT PLANNING AND REPORTING AND UTILIZATION OF INFORMATION TECHNOLOGY (Study in Patukgawemulyo Village, Mirit District, Kebumen Regency). Jiecem: Journal of Islamic Economy and Community Engagement, 2(2), 130–150.
Pramudya Ananda, Y. (2022). BUILDING AND COMMUNICATING BRAND BY MICRO, SMALL AND MEDIUM ENTERPRISES (MSMEs). Journal of Economic Empowerment Strategy (JEES), 5(Vol 5 No 2), 68–81. https://doi.org/10.23969/jees.v5i2.5403
Purnomo, S., Rahayu, E. S., Riani, A. L., Suminah, S., & Udin, U. (2020). Empowerment model for sustainable tourism village in an emerging country. Journal of Asian Finance, Economics and Business, 7(2), 261–270. https://doi.org/10.13106/jafeb.2020.vol7.no2.261
Putri, K. Y. S., Adamu, A. A., Mukhtar, S., Safitri, D., Hafni, R. D., & Fadhillah, D. N. (2020). The impact of new media literacy and supply chain knowledge management on community economy in Indonesia. International Journal of Supply Chain Management, 9(3), 562–567.
Rahatmawati, I., Istanto, Y., Wijaya, D. P. A., & Hayati, E. N. (2020). Skill Empowerment for Crafts SMEs Managers in Facing Digital Marketing Demands (Case Study in Keparakan, Yogyakarta, Indonesia). Proceeding on Economic and Business Series (EBS), 1(1), 1–11. http://proceeding.rsfpress.com/index.php/ebs/article/view/61
Santoso, B. (2022). Laporan Kajian Kesenjangan Sisi Permintaan dan Penawaran terhadap Pembiayaan Usaha Mikro dan Kecil (UMK). Jakarta Pusat, Jakarta, Indonesia: Badan Perencanaan Pembangunan Nasional (BAPPENAS). Retrieved from https://sikompak.bappenas.go.id/detail-pustaka/laporan-kajian-kesenjangan-sisi-permintaan-dan-penawaran-terhadap-pembiayaan-usaha-mikro-dan-kecil--umk-
Sekaran, U., & Bougie, R. (2016). Research Methods for Business. In Wiley. Wiley.
Setiawati, C. I., & Kartini, T. R. (2018). Understanding The Driver Motivation of Women Entrepreneurs in Bandung. Indonesian Journal of Business and Entrepreneurship, 4(3), 299–307. https://doi.org/10.17358/ijbe.4.3.299
Sigit Surahman, & Yudhistira Ardi Poetra. (2022). OPINION LEADER’S COMMUNICATION PATTERNS IN STRENGTHENING A GREEN ECONOMY THROUGH MSMEs IN SERANG CITY, BANTEN INDONESIA. International Journal of Social Science, 2(2), 1405–1410. https://doi.org/10.53625/ijss.v2i2.3067
Sulistyanto, A., Dwinarko, D., Syafrizal, T., & Mujab, S. (2021). Pelatihan Kewirausahaan dan Manajemen Komunikasi Pemasaran bagi Pelaku UMKM pada Masyarakat di Kelurahan Ponggang, Kec. Serangpanjang, Kabupaten Subang. Jurnal Abdidas, 2(1), 34–40. https://doi.org/10.31004/abdidas.v2i1.199
Surya, B., Menne, F., Sabhan, H., Suriani, S., Abubakar, H., & Idris, M. (2021). Economic growth, increasing productivity of SMEs, and open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 20.
Syahza, A., Savitri, E., Asmit, B., & Meiwanda, G. (2021). Small-scale agricultural product marketing innovation through BUMDes and MSMEs empowerment in coastal areas. Management Science Letters, 11(8), 2291–2300. https://doi.org/10.5267/j.msl.2021.3.015
Tambunan, T. (2008). SME development, economic growth, and government intervention in a developing country: The Indonesian story. Journal of International Entrepreneurship, 6(4), 147–167.
Vrgovic, P., Vidicki, P., Glassman, B., & Walton, A. (2012). Open innovation for SMEs in developing countries–An intermediated communication network model for collaboration beyond obstacles. Innovation, 14(3), 290–302.