Publication Search

This research aims to explore how Integrated Marketing Communication (IMC) is applied to enhance the sales performance of local rice products in the midst of competition with well-established national brands. Intensified competition arises due to the increasing presence of rice products from other regions as well as premium national brands that offer added value. These market dynamics underscore the importance of strategic marketing communication, especially in designing messages, selecting appropriate media channels, and applying the right consumer engagement approach to strengthen brand awareness and loyalty.A descriptive qualitative method was employed, utilizing a case study approach on a local rice producer in Tabanan Regency. Data collection involved in-depth interviews, field observations, and documentation related to promotional and sales activities, which were then analyzed through data reduction, data display, and conclusion-drawing stages.The results demonstrate that the coordinated use of IMC elements such as advertising, sales promotion, public relations, digital marketing, and word-of-mouth has contributed significantly to improving brand perception and market competitiveness. Ultimately, this study suggests that adopting a consistent and well-structured IMC strategy is essential for local rice producers to sustain their presence and achieve growth amidst the dominance of national rice brands.

The growth of the digital marketplace presents both opportunities and challenges for MSMEs (Micro, Small, and Medium Enterprises) in protecting their trademarks. This study aims to analyze the legal protections against trademark infringement of local products in the digital marketplace, identify the challenges faced by MSMEs, and formulate effective preventive and repressive strategies. The research employs a normative-empirical approach, analyzing Law No. 20 of 2016 on Trademarks, the Electronic Information and Transactions Law (ITE Law), and a case study of the MSME MoriGe. The findings reveal that while Indonesia's legal framework for trademark protection is adequate, its implementation faces obstacles such as low awareness among MSMEs regarding trademark registration, slow law enforcement, and the complexity of infringements in the digital space. This study recommends proactive trademark registration, enhanced collaboration with digital platforms, and widespread legal outreach to MSMEs. The research findings are expected to contribute to strengthening legal protections for local product trademarks in the digital era.

The main problem discussed in this research is how digital communication strategies through social media, especially Instagram, can be effectively utilized to build the brand image of halal cosmetic products amidst increasingly fierce competition in the beauty industry. Wardah was chosen as the object of study because of its success in positioning itself as a pioneer of halal cosmetics in Indonesia, with an approach that emphasizes Islamic values. This study aims to examine the role of digital communication strategies in shaping the halal brand image of Wardah cosmetic products through the Instagram platform. As one of the local brands that carries Islamic values, Wardah utilizes social media as the main means to reach consumers, especially the modern Muslimah segment. The approach used in this research is descriptive qualitative with content analysis method, which focuses on visual narratives, captions, audience engagement, and collaboration with influencers. The results showed that Wardah consistently displays content that represents the values of halalness, simplicity, and modern and professional Islamic beauty. Through an integrated communication strategy, Instagram is not only a promotional medium, but also a means of forming a strong brand image that is relevant to the identity of the target audience. The findings underscore the importance of visual and narrative communication in strengthening the positioning of halal products in the Indonesian cosmetics market.