STRATEGI KOMUNIKASI PEMASARAN DALAM UPAYA PENGUATAN PRODUK LOKAL UMKM UNTUK MENEMBUS PASAR INTERNASIONAL

Abstract

Growth and development of MSME products in Indonesia has increased since the last ten years since 2005, UMKM scattered throughout Indonesia has increased singknifikan especially in East Java. MSMEs scattered in eastern Java began to spread international wings. Besides thanks to the spirit and government support, of course this is also not separated from the efforts of marketing efforts. In this study the authors present marketing strategies in an effort to increase local products of SMEs so as to penetrate and maintain the international market. The purpose of this study is none other than to be a strategic tool for the products of UMKM able to succeed in 284 national and international markets. Marketing strategy is the main part of the business wheel, along with marketing strategies that can strengthen the product among others: innovation strategies that are conducted regularly according to market needs and demand, the strategy of creating market needs in the hope that the market will look for the product not the other way around, the strategy related to price policy in accordance with market conditions, adaptability and assessment of the consumer's social and economic reality, which also determines is the product's ability to deliver true value to the consumer. With some strategies, it is expected that local products generated by umkm especially east java can strengthen its products in local to international market. Keywords: Marketing, Product, UMKM.