Analisis Strategi Komunikasi Bisnis Efektif bagi Meningkatkan Kepercayaan Konsumen pada UMKM Ambu Cake

Abstract

Consumer trust is a strategic asset for the sustainability of micro, small, and medium enterprises (MSMEs), particularly in the culinary sector, which is characterized by high levels of competition and product homogeneity. This study aims to examine in depth the business communication strategies implemented by Ambu Cake MSME to build and maintain consumer trust. This research adopts a qualitative, descriptive approach. Data collection was conducted through in-depth interviews with the business owner, observations of marketing communication activities, and document analysis of social media content and customer reviews. Data analysis was carried out through the stages of data reduction, data presentation, and conclusion drawing. The findings reveal that clarity in delivering product information, consistent use of digital media, persuasive interpersonal communication, and positive business image management play an important role in enhancing consumer trust. These results confirm that well-planned and sustainable business communication strategies are a key factor in fostering customer loyalty among MSMEs.