PENGGUNAAN MEDIA MASSA DAN INTERNET SEBAGAI SARANA PENYAMPAIAN INFORMASI DAN PROMOSI OLEH PENGELOLA INDUSTRI KECIL DAN MENENGAH DI BANDUNG

Abstract

This study aims to determine how the mass media and the Internet are used as a medium of dissemination on in- formation and promotion of small and medium business in Bandung. This study uses a quantitative approach and used research method of survey with a descriptive analysis techniques. Data obtained by distributing question- naires, interviews, literature study and data searching in Internet. Samples were obtained by proportional random sampling technique where the sample size obtained are 96. The results shows that only a fraction of small and me- dium-sized industrial managers using the mass media and the Internet. The intensity of mass media and the Inter- net use is depend on which media being used. The media most frequently used by managers of small and medium industries is email. The most dominant of information conveyed in the mass media and the Internet is the informa- tion about the product. There is no special way by the management of small and medium industries to determine which media are being used to disseminate information and promotion, which rely on word of mouth promotion from their consumers who have used the products. In expenses respect, the Internet becomes an alternative medi- um for promotion as they are relatively cheap compared to other media. In conclusion, the understanding of small and medium business managers to the functions of the mass media and the Internet to disseminate information and promotion is not sufficient, although many media, especially the Internet does not require a large fee for its use.