MARKETING COMMUNICATION STRATEGY FOR MICRO, SMALL, AND MEDIUM ENTERPRISES SECTOR IN BUILDING COMPANY'S IMAGE

Abstract

Corporate image is essential for a brand's effective placement, particularly in the SME sector (Micro, Small, and Medium Enterprises). Corporate image is an opportunity for every company to differentiate itself from its competitors and transmit fundamental values such as trust forged in the company-client relationship to consumers. Consumers associate highly positioned large chains with professionalism, seriousness, and serenity. For this reason, it is challenging for MSMEs to position themselves in such a competitive market. This study aims to describe the marketing communication strategy for the MSME sector as an economic model to build a corporate image to compete in an increasingly competitive market. This study uses a qualitative approach with descriptive methods in analyzing research results. The results of the study show that MSMEs and companies in Indonesia are starting to build their solid and consistent corporate identity, thereby successfully gaining a place in the minds of consumers. The sort of clientele one may attract is determined by the company's image and, of course, the first impression made, which is critical if they are to separate themselves and stand out from the competitors. In the past, marketing communication was not the main thing for the MSME sector because it would be a waste of costs and increase costs for them. However, with the times, this has shifted where the marketing communication strategy is considered an essential intangible asset for MSMEs because it will be able to tell the comparative advantage of MSMEs and the company's image.