Symbolic Interactionalism in Marketing Communications: A Case Study of Batik Entrepreneurship Nimas Sekarsari Blitar Indonesia

Abstract

This study examines the role of symbolic interactionism within Integrated Marketing Communication (IMC) at Batik Nimas Sekarsari Gandusari Blitar (BNSGB), Indonesia. In a competitive business landscape influenced by technological advancement and shifting consumer behaviour, small enterprises must employ integrated approaches combining advertising, sales promotion, direct marketing, and personal selling. This qualitative descriptive research explores how BNSGB integrates IMC strategies to promote its products, strengthen its brand image, and build trust among consumers. Data were collected through interviews, observation, documentation, and literature review. The findings show that BNSGB effectively utilizes social media, exhibitions, promotional discounts, and institutional collaborations to engage consumers and expand market reach. Through the lens of symbolic interactionism, the study highlights how producers and consumers create shared meanings through communication symbols, both verbal and non-verbal, that shape perceptions and influence buying decisions. The interaction between sellers and buyers fosters mutual understanding and enhances marketing effectiveness. Ultimately, this study demonstrates that symbolic interactionism provides a deeper understanding of how communication strategies contribute to sustaining consumer loyalty and preserving the cultural and economic significance of traditional batik entrepreneurship.