PRAKTEK IMPRESSION MANAGEMENT PADA UMKM DI INDONESIA
DOI:
https://doi.org/10.51903/manajemen.v3i1.212Kata Kunci:
Impression management, Dramaturgi theory, MSMEsAbstrak
Micro, Small and Medium Enterprises (MSMEs) are productive business entities owned by individuals who have a role and contribution to the Indonesian economy. The presence of MSMEs greatly supports the national economy. Internally, the MSME sector needs to empower employees and build a better management system to maintain its business image. On the other hand, problems related to branding also often occur among MSMEs, these two problems faced by MSMEs can be solved by implementing an image management strategy. One of the motivations for implementing this strategy is how they want to influence and benefit others [13].
Baktik's research [5] proves the influence of impression management on employee productivity at Chocolicious Indonesia Stores. On the other hand, according to dramaturgical theory, the use of digital branding and marketing techniques in MSMEs is part of the front stage. This concept is supported by Prabhawati's findings [10] that brand image has a higher influence on purchasing decisions for MSME products assisted by Jogja Sukurmi
Key words: impression management, dramaturgi theory, MSMEs
Referensi
[2] Alder, Ronald. B., Rosenfeld, Lawrence B., et.al. 1983. Interplay: The Process of. Interpersonal Communication. CBS College Publishing. New York.
[3] Awali, H. 2020. Urgensi Pemanfaatan E-Marketing Pada Keberlangsungan UMKM di Kota Pekalongan di Tengah Dampak COVID-19. BALANCA : Jurnal Ekonomi Dan Bisnis Islam, Vol.2, No.1, hal. 1–14. https://doi.org/10.35905/balanca.v2i1.1342.
[4] Bahtiar, R. A., dan Saragih, J. P. 2020. Dampak Covid-19 Terhadap Perlambatan Ekonomi Sektor UMKM. Jurnal Bidang Ekonomi Dan Kebijakan Publik, Vol. 7, No.6, hal.19–24.
[5] Baktik, J. 2021. Pengaruh Manajemen Impresi Dan Kesejahteraan Karyawan Terhadap Produktivitas Kerja Karyawan Pada Toko Chocolicious Indonesia. Skripsi. Program Studi Manajemen, Universitas Muhammadiyah Makassar. https://digilibadmin.unismuh.ac.id/upload/13990-Full_Text.pdf.
[6] Haqiqi, I.I, dan Hertina, D. 2022. Impression Management and Work Motivation in Improving Employee Performance PT. Enseval Putera Megatrading, Tbk Bandung. Kontigensi: Scientific Journal of Management, Vol. 10, No. 1, pp. 132-139, ISSN 2088-4877.
[7] Hooghiemstra, R. 2000. Corporate Communication and Impression Management - New Perspectives Why Companies Engage in Corporate Social Reporting. Journal of Business Ethics, Vol. 27, No. 1/2, pp.55-68.
[8] Mulyana, Deddy. 2005. Ilmu Komunikasi: Suatu Pengantar. PT. Remaja Rosda Karya. Bandung.
[9] Permana, I. 2012. Brand is Like a Donut. BIP. Jakarta.
[10] Prabawati, A.W. 2021. Pengaruh Harga dan Citra Merek Terhadap Keputusan Pembelian (Studi pada Konsumen Jogja Scrummy di UMKM Binaan Jogja Scrummy di Kota Yogyakarta).hal. 1-11. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/5908.
[11] Rohmah, N. N. (2019). Efektifitas Digititalisasi Marketing Para Pelaku Usaha Mikro Kecil dan Menengah (UMKM) di Lombok (Analisis Media Equation Theory). Al-I’lam: Jurnal Komunikasi Dan Penyiaran Islam, Vol. 3, No. 1, hal. 1-14. https://doi.org/10.31764/jail.v3i1.1363.
[12] Saifulloh, M. 2021. Branding Product Pelaku Usaha Mikro Kecil Menengah Kuningan Barat Jakarta Selatan. Jurnal Pustaka Dianmas, Vol 1, No. 1, Hal. 28-33. ISSN 2798-057X.
[13] Schlenker, B. R. 1980. Impression Management: The Self-Concept, Social Identity, and Interpersonal Relations. CA: Brooks/Cole. Monterey.
[14] Sudarwati, Y., dan Satya, V.E. 2013. Strategi Pengembangan Merek Usaha Mikro, Kecil, Dan Menengah (Microfinance, Small, and Medium Enterprises Branding Strategy). Jurnal Ekonomi & Kebijakan Publik, Vol. 4, No. 1, hal. 89 – 101.
[15] Yuthas, K., Rogers, R., and Dillard, J.F. 2002. Communicative Action and Corporate Annual Reports. Journal of Business Ethics, 41, pp. 141–157.
[16] Zain, A. 2015. Manajemen Laba Dalam Praktik Manajemen Impresi Pada Perusahaan BUMN yang Terdaftar Di Bei Periode 2012-2014. Akrual: Jurnal Akuntansi, Vol. 6, No.2, hal. 115- 126. e-ISSN: 2502-6380.
.png)
