Strategi Komunikasi Pemasaran Usaha Mikro, Kecil, dan Menengah (UMKM) Batik Bukit Batu dalam Pembentukan Brand Awareness Kain Batik Bukit Batu

Abstract

The development of Micro, Small, and Medium Enterprises (UMKM) in Indonesia faces increasingly competitive market challenges, particularly in building brand awareness among the public. Batik Bukit Batu MSME, as a local culture-based enterprise, needs to formulate an effective marketing communication strategy to ensure that its regional batik products are recognized, remembered, and associated with Malay cultural identity. This study aims to analyze the marketing communication strategies implemented to establish brand awareness.This research employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation involving the business owner and related stakeholders. The findings indicate that Batik Bukit Batu applies the Segmentation, Targeting, and Positioning (STP) strategy based on demographic, geographic, and psychographic characteristics, targeting productive adults, educational institutions, and government agencies. Its positioning strategy emphasizes the reinforcement of Malay cultural identity reflected in batik motifs and their philosophical meanings.The marketing communication strategy is implemented through social media, personal selling, word of mouth, event marketing, and sponsorship activities. The synergy between the STP formulation and communication implementation contributes to the development of brand awareness, progressing from brand recognition to brand recall, where Batik Bukit Batu is increasingly associated as a symbol of local Malay cultural identity.