PROPOSED INTEGRATED MARKETING COMMUNICATION AND DIGITALIZATION OF ISLAMIC BOARDING SCHOOL SMES (ISLAMIC BOARDING SCHOOL AL HIDAYAH)

• Main Author: Rusdi, Faisal
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66756
• Institution: Institut Teknologi Bandung

The Sukabumi Muslim Self-Help Foundation, Al-Hidayah Islamic Boarding School, is one of the Islamic boarding schools that runs a modern and independent Boarding School economy. They have products in the form of livestock and freshwater fish farming with a cage system. The product they produce is a processed freshwater fish product called Alhid Ikan Segar, which they operate in their Islamic boarding school and have collaborated with the Air Farmers Group (POKTAN) for their seeds and three units of Karang Taruna to assist in production and marketing. However, behind the great potential of Alhid MSMEs are quite large marketing problems. Alhid has problems with marketing adaptation in today's digital era. Alhid still uses traditional marketing strategies, which do not use technology and digitization much during the buying and selling process. The goal of this study is to come up with a plan for an integrated marketing communication strategy and digitalization that will help SMEs and businesses in Alhid grow and raise awareness of the Alhid brand so that it can reach a larger market.