%A NIM.: 21107030067 Dayvia Aprilliya Rohadatul Aisy
%O Dr. Rika Lusri Virga, S.IP., M.A.
%T PERENCANAAN KOMUNIKASI KURATOR TOKO OLA DALAM MEMBANGUN BAURAN PEMASARAN PRODUK ARTISAN UMKM
%X The rise of artisan products from micro, small, and medium enterprises (MSMEs) has opened up new market opportunities. However, the large number of MSME artisan products makes business owners still often face a number of challenges in developing the market because they have not fully utilized its prospects. Based on the MSME Empowerment Report 2022, one of the biggest challenges for MSMEs themselves, especially local MSMEs in Indonesia, is that 70.2% of MSMEs still have difficulty with their product marketing. Toko Ola, as a curated store, is a home for artisan MSMEs to sell their products with curators who implement communication planning in building the marketing mix of MSME artisan products. This study aims to analyse the communication planning of Toko Ola curator in building the marketing mix of MSME artisan products. This study uses a qualitative approach through interviews, observation, and documentation. The theoretical framework employs Cangara’s five-step model of communication planning. The findings indicate that the communication planning of Toko Ola curators in building the marketing mix of MSME artisan products was carried out systematically through research, plan, execute, measure, and report.
%K Toko Ola; Curator; MSME Artisan Product; communication planning; marketing mix.
%D 2025
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib74325