Communication Resilience in Enhancing Branding of SME Products: Implementation of Information Technology as a Strategic Innovation

Fachmi Ibrahim; Alma Mandjusri; Yoedo Shambodo

doi:10.33395/jmp.v13i1.13672

Authors

Fachmi Ibrahim Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Al Azhar Indonesia
Alma Mandjusri Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Al Azhar Indonesia
Yoedo Shambodo Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Al Azhar Indonesia

DOI:

10.33395/jmp.v13i1.13672

Keywords:

Communication Resilience, Branding, SME Products, Information Technology, Strategic Innovation

Abstract

SMEs play a vital role in the global economy, particularly in creating employment opportunities. SMEs often face challenges in building and strengthening their brand image. Limited resources and accessibility to a wider market are major obstacles. This research aims to examine communication resilience and the implementation of information technology in enhancing branding of SME products. This research method utilizes a qualitative approach with a focus on literature review and descriptive analysis. Data used are gathered from scholarly articles published between 2006 and 2024 through Google Scholar. The study results indicate that communication resilience is a crucial factor for SMEs in addressing challenges and changes in the business environment. The implementation of information technology as a strategic innovation plays a crucial role in strengthening this communication resilience. By leveraging digital platforms and social media, SMEs can enhance product visibility, engage with customers, and expand the market without substantial costs.

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