Analysis and Design of Integrated Marketing Communication (IMC) for Small and Medium Enterprise (SME) Logistics Service Provider (LSP) form Web-Based Application Perspective
Senny Handayani Suarsa (a), Ratih Hurriyati (b), Saepudin Nirwan (c), Muhammad Meki Munawar (d)
(a) Student of Management Science Doctoral Program, Universitas Pendidikan Indonesia, Bandung, Indonesia.
Business Management, Politeknik Pos Indonesia, Bandung, Indonesia.
Jl. Sariasih No.54 Bandung 4015
(b) Universitas Pendidikan Indonesia, Bandung, Indonesia
(c) Informatic Engineering, Politeknik Pos Indonesia, Bandung, Indonesia.
(d) Management, STIE Dr. KHEZ Muttaqien, Purwakarta, Indonesia.
Small and Medium Enterprises (SMEs) are the business sectors that became one of the foundations of the real sector of the Indonesian economy. SMEs can use Information Technology, and Information Systems include a website as one of the media to carry out the promotion because their extensive coverage, audio-visual, interactive, communicative, and promotional costs are cheaper than conventional promotional tools. In this article, the problems will address how to conduct a needs analysis for designing Integrated Marketing Communication (IMC) for SMEs LSP with the web-based information system. The general objective of this study was to perform the design and determine the responses of consumers regarding the activities of IMC conducted by SME LSP, later obtained a draft campaign by using IMC through media creative, communicative, persuasive, effective and efficient in providing information so as to attract consumers to buy, and increase the number of sales. The results of this evaluation are a model of IMC by the SME, as well as the identification of the need to build a website design. Further models of IMC are implemented in the prototype application form with IMC-based and software development methods ranging from analysis to design applications. The method used is the Unified Process and DFD to describe business processes and design. The result of this research is that designing SMEs LSP can use a prototype website for the implementation of IMC.
Keywords: Integrated Marketing Communication (IMC), Small and Medium Enterprise (SME), Logistics Service Provider (LSP), Website Analysis and Design.
Topic: Marketing Management