The Meaning and Practice of Digital Integrated Marketing Communications in the Bengkeng Sasirangan Fabric Shop MSME in Banjarbaru City

Abstract

This study analyzes the practice and meaning of digital integrated marketing communication (IMC) at Bengkeng Sasirangan Fabric Shop, an MSME in Banjarbaru, and its relevance to strengthening competitiveness. A qualitative descriptive approach was employed involving the business owner and social media administrator as informants. Data were collected through in-depth interviews, Instagram content observation, and documentation of promotional activities, then analyzed using the Miles and Huberman interactive model and validated through source triangulation. The findings show that digital IMC is implemented organically, intuitively, and adaptively, with Instagram functioning as the communication hub integrating sales promotion, cultural storytelling, personal selling in the physical store, and electronic word of mouth. Message consistency across online and offline channels strengthens trust, consumer relationships, and product differentiation. Competitiveness is interpreted not merely through sales performance but also through brand visibility, interaction quality, customer loyalty, and cultural identity. The study confirms that digital IMC functions simultaneously as a business strategy and a means of preserving and modernizing sasirangan heritage.