Building Effective Product Awareness of Indigenous Product through Marketing Communication Technologies

Arlina Nurbaity Lubis, Prihatin Lumbanraja, Beby Kendida Hasibuan

2019

Abstract

A successful tourism required the support from MSMEs that affiliated with the tourism area. The problem of The sustainability of MSME is very closely related to the level of public consumption of the products produced from the MSME. In line with this, North Sumatra has several typical local agricultural products developed into local special products. This product is a derivative of indigenous plants in North Sumatra. The initial step in encouraging the performance of MSMEs in this case is to build public awareness of these indigenous products. Consumption of these local products will encourage the sustainability and progress of MSMEs while accelerating the development wheel. Therefore, the creation of awareness of indigenous products is important. This study aims to evaluate the application of marketing communication technology in building awareness of indigenous products. By its nature, this research is focused on evaluating the consumer's point of view. A total of 300 consumers participated in this study. Data collected through structured interviews. The collected data were analyzed using multiple linear regression. The results of this study indicate that the most effective marketing communication technology strategy in building product awareness is through relational and rational marketing. Therefore, it is important for indigenous product businesses to develop and implement a marketing communication strategy.

Paper Citation

in Harvard Style

Lubis A., Lumbanraja P. and Hasibuan B. (2019). Building Effective Product Awareness of Indigenous Product through Marketing Communication Technologies. In Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC, ISBN 978-989-758-498-5, pages 236-242. DOI: 10.5220/0009202002360242

in Bibtex Style

@conference{ebic19,
author={Arlina Nurbaity Lubis and Prihatin Lumbanraja and Beby Kendida Hasibuan},
title={Building Effective Product Awareness of Indigenous Product through Marketing Communication Technologies},
booktitle={Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,},
year={2019},
pages={236-242},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009202002360242},
isbn={978-989-758-498-5},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,
TI - Building Effective Product Awareness of Indigenous Product through Marketing Communication Technologies
SN - 978-989-758-498-5
AU - Lubis A.
AU - Lumbanraja P.
AU - Hasibuan B.
PY - 2019
SP - 236
EP - 242
DO - 10.5220/0009202002360242