Peran Bahasa Indonesia Dalam Meningkatkan Daya Saing Penjualan Dan Promosi UMKM Home Cookie And Snack

Abstract

This study aims to analyze the role of the Indonesian language in 
enhancing the sales competitiveness and promotional effectiveness of 
the Home Cookies and Snack MSME. The research focuses on the 
forms of Indonesian language use in promotional activities and its 
contribution to consumer attractiveness and increased product sales. 
A qualitative approach was employed, with the research conducted at 
the Home Cookies and Snack MSME located on Jalan 23 Januari, Ipilo 
Subdistrict. Data were collected through observation, in-depth 
interviews, and documentation involving the business owner as the 
main informant, as well as employees as supporting informants who 
were directly engaged in promotional and customer service activities. 
The findings indicate that the use of communicative, polite, and 
persuasive Indonesian language plays a significant role in conveying 
product information, building consumer trust, and creating emotional 
closeness that encourages purchase intention and repeat buying. 
Indonesian language functions not only as a medium for delivering 
promotional messages but also as a means of shaping business image 
and identity. However, the use of promotional language remains 
largely spontaneous and has not been systematically designed as a 
long-term marketing strategy. This study concludes that optimizing 
the planned and consistent use of the Indonesian language can serve 
as an effective strategy to improve MSME sales competitiveness.