Penerapan Integrated Marketing Communication pada Komunikasi Pemasaran UMKM Minyak Kayu Putih Candisari

Micro, Small, and Medium Enterprises (MSMEs) are a crucial economic pillar in Indonesia, yet they often face external pressures and marketing strategy failures. The Cajuput Oil MSME in Candisari Village, Sambeng District, Lamongan Regency, produces high-quality products, but still requires an appropriate marketing strategy to remain operational and maintain competitiveness in the market. This study aims to comprehensively describe the marketing communication models and strategies employed by the Cajuput Oil MSME in Sambeng District to retain customers and maintain market loyalty. A digital marketing communication strategy is crucial, followed by the application of Integrated Marketing Communication Theory, which emphasizes message alignment and communication integration. This study employed a descriptive qualitative approach with a naturalism paradigm. Data were collected through observation and structured interviews with key informants, including the owner, administrative staff, and sales staff. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The results indicate that this MSME implements a marketing strategy that focuses on the quality and consistency of its raw products to meet high manufacturing standards. The primary business model is sales to other companies by supplying raw materials to larger companies. Additionally, a direct marketing strategy involves promoting product benefits, providing free samples, and providing testimonials to build trust in the local community.