Implementasi Integrated Marketing Communication Di Komunitas Tangan Di Atas Sebagai Upaya Merekrut Anggota Baru Pelaku Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Wilayah Surabaya. (Integrated Marketing Communication (IMC) within the Tangan Di Atas (TDA) community to enhance the membership of micro, small, and medium enterprise (UMKM) entrepreneurs in Surabaya).

Novianti, Risma (2025) Implementasi Integrated Marketing Communication Di Komunitas Tangan Di Atas Sebagai Upaya Merekrut Anggota Baru Pelaku Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Wilayah Surabaya. (Integrated Marketing Communication (IMC) within the Tangan Di Atas (TDA) community to enhance the membership of micro, small, and medium enterprise (UMKM) entrepreneurs in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study examines the implementation of Integrated Marketing Communication (IMC) within the Tangan Di Atas (TDA) community to enhance the membership of micro, small, and medium enterprise (MSME) entrepreneurs in Surabaya. TDA, as a platform for entrepreneurial collaboration, utilizes IMC strategies to strengthen its outreach and engagement. The research employs a qualitative approach, involving interviews, observations, and documentation analysis to assess how IMC elements—advertising, public relations, direct marketing, personal selling, and digital marketing—are applied effectively. Findings indicate that the synergy of IMC tools significantly increases MSME entrepreneur participation by fostering a sense of community, improving brand visibility, and offering tailored support programs. This study underscores the importance of IMC as a strategic framework for entrepreneurial communities to promote inclusivity and sustainable business growth in urban areas.

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