PENERAPAN MULTIMEDIA PEMASARAN PRODUK MINUMAN BERBAHAN DASAR AIR NIRA DI KOTA MANADO

Abstract

One of the flagship products in the Manado City region that is highly sought after by both the local community and tourists is a beverage made from coconut sap that has been processed into an industrial beverage product with specific types. Therefore, Micro, Small, and Medium Enterprises (MSMEs) in Manado City that produce coconut sap-based beverages with industrial standards have great potential to enhance the competitiveness of their products in the local and national markets. Alongside the advancement of technology and information, the use and utilization of various types of media for marketing, commonly referred to as "multimedia marketing," have become crucial in developing MSME businesses. The use of multimedia in marketing has become an effective strategy to boost sales, service quality, and brand strength. Hence, this article discusses research aimed at implementing multimedia marketing in enhancing the competitiveness of coconut sap-based beverages. The selected MSME partner to support the research concept and serve as the research sample is the "AUSI" MSME group, with the company name Kertina's Home Industry. They are producers of coconut sap-based beverage products produced with industrial standards and produce sacramental drinks under the brand 'KELUARGA,' located in Manado City.