Strategi Komunikasi Falvan Konveksi Dalam Memperbaiki Citra Produk

Purnama, Muhammad Naufal Ardhi (2022) Strategi Komunikasi Falvan Konveksi Dalam Memperbaiki Citra Produk. Undergraduate thesis, UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.

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Abstract

ABSTRAK Dampak akan perkembangan teknologi dan informasi menimbulkan masyarakat memiliki pola gaya hidup menyuka produk brand ternama dibandingkan dengan produk umkm tersendiri. Hal ini menunjang dalam penelitiaan Skripsi “ Strategi Komunikasi Falvan Konveksi Dalam Memperbaiki Citra Produk” menjelaskan tentang menyusun strategi komunikasi yang tepat bagi Falvan Konveksi di mana banyaknya opini buruk akan produk umkm sehingga dapat memperbaiki citra produk tersebut. Tujuan yang dimaksud penelitian untuk untuk mengetahui upaya dalam menyusun strategi komunikasi untuk memperbaiki citra produk dalam umkm di Falvan Konveksi. Penelitian ini termasuk dalam peneliti kualitatif dengan menggunakan pendekatan studi kasus. dengan mengumpulkan data melalui studi kepustakaan, wawancara dan observasi yang dilakukan secara langsung dan bersama. Dengan menggunakan teori Anwar Arifin mengenai tahapan menyusun strategi antara lain strategi komunikator, menentukkan khalayak, menyusun pesan dan pemilihan media sebagai upaya penyaluran informasi. Data primer didapatkan melalui kegiatan wawancara dan observasi langsung. Dan data sekunder didapatkan dari studi kepustakaan untuk menunjang penelitian ini. Hasil penelitian menunjukkan bahwa adapun tahapan yang dilakukan oleh Falvan Konveksi antara lain strategi komunikator dengan mencari komunikator yang kredibel dan mengetahui produk secara keseluruhan. Selanjutnya menentukan khalayak di mana Falvan Konveksi membagi menjadi 2 jenis khalayak yaitu khalayak primer masyarakat sekitar terlebih pada orang tua muda dan orang tua yang memiliki anak usia 2-4 tahun dan untuk khalayak sekunder masyarakat luar yang mengetahui produk falvan Konveksi. Berikutnya strategi pesan yang menekan pada Persepsi mengenai produk umkm sepadan dengan produk di luaran karena kualitas dari produk juga terjamin serta pengenalan produk sepatu bayi yang diproduksi oleh umkm Falvan Konveksi. Terakhir yaitu pemilihan media untuk menginformasikan dan mempromosikan produk sepatu bayi Falvan dengan media sosial (whatsapps, instagram dan facebook ) serta media langsung berupa memberikan brosur kepada khalayak. Kata Kunci : Strategi Komunikasi, Citra, Produk ABSTRACT The impact of the development of technology and information causes people to have a lifestyle pattern of liking well-known brand products compared to their own MSME products. This supports the Thesis research "Convection Falvan Communication Strategy in Improving Product Image" explaining about developing the right communication strategy for Convection Falvan where there are many bad opinions about MSME products so that they can improve the product's image. The purpose of the research is to find out the efforts in developing communication strategies to improve product image in MSMEs in Falvan Convection. This research is a qualitative researcher using a case study approach. by collecting data through library research, interviews and observations conducted directly and together. By using Anwar Arifin's theory regarding the stages of developing strategies, among others, the communicator strategy, determining the audience, compiling messages and selecting media as an effort to distribute information. Primary data obtained through interviews and direct observation. And secondary data obtained from literature studies to support this research. The results showed that the stages carried out by Falvan Convection included a communicator strategy by looking for credible communicators and knowing the product as a whole. Next, determine the audience in which Convection Falvan divides into 2 types of audience, namely the primary audience of the surrounding community, especially young parents and parents who have children aged 2-4 years and for the secondary audience of outsiders who know Convection Falvan products. Next is the message strategy that emphasizes the perception of MSME products that are commensurate with external products because the quality of the product is also guaranteed and the introduction of baby shoes products produced by MSME Falvan Convection. The last is the selection of media to inform and promote Falvan baby shoe products with social media (whatsapps, instagram and facebook) as well as direct media in the form of giving brochures to the public. Keywords : Communication Strategy, Image, Product

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