PERAN KOMUNIKASI PEMBERDAYAAN KANTOR DINAS KOPERASI DAN UMKM DALAM PEMASARAN USAHA MIKRO KECIL MENENGAH KOTA MEDAN

Abstrak

MSME marketing in Medan City still faces several obstacles such as: capital, marketing, use of technology, human resource capabilities and business licensing. To overcome these obstacles in marketing MSMEs, the role of empowering the Office of Cooperatives and MSMEs is needed which will have an impact on marketing. The purpose of this research is to analyze the empowerment provided by the Cooperatives and UMKM Office in Medan City, to analyze the marketing of UMKM and to analyze the empowerment role of the Medan City Cooperatives and UMKM Office in marketing Micro, Small and Medium Enterprises in Medan City. This study uses a qualitative approach with a descriptive research type that aims to provide an overview of a particular symptom. Primary data collection techniques through observation, interviews. Retrieval of secondary data through documentation. data analysis was carried out with the following steps: first data reduction, second data presentation, third drawing conclusions. The results of the study show that the empowering role of the Medan City Cooperatives and UMKM Office has been able to increase the marketing of micro, small and medium enterprises in Medan City in improving product quality, increasing the amount of production and increasing business profits. This marketing occurred in particular due to the empowerment of licensing facilities which have been going well. However, there are deficiencies and obstacles in empowerment, namely, First: Increasing the use of technology, Second: Empowering marketing assistance: Empowering capital assistance and Fourth: Increasing the ability of human resources because empowerment has not been maximized and evenly distributed.