INTEGRATED PROMOTIONAL MEDIA DEVELOPMENT THROUGH POLBENG BUSINESS EXPO CHAPTER II FOR MSME PROMOTION

Abstract

Micro, Small, and Medium Enterprises (MSMEs) frequently encounter challenges in promoting their products due to limited marketing resources and the suboptimal utilization of digital promotional media. This study aims to analyze the development and implementation of integrated promotional media through the Polbeng Business Expo Chapter II to strengthen the promotional activities of MSME tenants, focusing on Doyan Jajan and Salad Zayan as case studies. The study employed a project-based implementation approach using observation, semi-structured interviews, documentation, and project implementation records as data collection techniques. The project produced several integrated promotional outputs, including business profiles, tenant profiles, product catalogs, promotional video concepts, and financial reports. The findings indicate that integrating these promotional media improved business visibility, strengthened branding consistency, facilitated product communication, and enhanced visitor engagement throughout the exhibition. Furthermore, the project demonstrates that business exhibitions can serve as collaborative platforms for implementing integrated marketing communication strategies involving higher education institutions and local MSMEs. This study contributes by proposing an integrated promotional media implementation model that combines multiple promotional instruments within a single business exhibition program. The findings provide practical implications for educational institutions, business event organizers, and MSMEs seeking to develop collaborative promotional programs that improve business competitiveness and support sustainable MSME development in the digital era.