Upaya Peningkatan Daya Saing Umkm Desa Prigi Melalui Pendampingan Branding Dan Optimalisasi Digital Marketing
DOI:
https://doi.org/10.63822/3jkbpd86Keywords:
MSME Branding, Prigi Village, MSME DevelopmentAbstract
Branding is an activity or strategy employed by individuals or companies to cultivate a positive and appealing image, ensuring the brand remains memorable to consumers. According to Anholt (2003), branding is the act of building a brand; creating an identity—including a logo—is one such branding activity. It is the process of designing, planning, and communicating a name and identity with the aim of building and managing a reputation. Branding is a crucial aspect for MSMEs (Micro, Small, and Medium Enterprises) when starting a business, as it enhances sales competitiveness and attracts customer interest. Through effective branding, MSMEs can increase product value, expand market reach, and compete with larger companies. Therefore, understanding product branding is essential for business owners—particularly MSMEs—seeking to grow in the digital era. Currently, the state of MSME branding in Indonesia varies; some remain weak, while others have established strong branding elements that align with modern technological advancements. A mapping exercise conducted by the UNSIQ KPM 53 Group 6 in Prigi Village revealed that many MSMEs still lack logos and brand identities. Packaging often consists of generic bulk plastic bags, and many businesses lack social media accounts. Marketing remains largely offline, relying on consignment sales at local shops and mobile vending, despite Prigi Village possessing unique potential in food products and handicrafts. The objective of this branding initiative is to help market Prigi Village MSME products, making them better known to the public and enabling them to reach a wider market. A qualitative approach was employed, utilizing surveys, interviews, and documentation of the MSME owners’ activities in Prigi Village. The initiative resulted in the development of Prigi Village MSME products and successful product marketing.
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Copyright (c) 2026 Khusnul Khotimah, Nisda Ayu Nurfauyiah, Zahrotun Nafisah, Achmad Akmal Fardani, Afriyan Sujatmiko, Firdausa Bakhtiar, Aksamawanti Aksamawanti, Yusuf Lufianto, Wang Chen Sin Dany Alfino, Aghni Auhainaa Yasiir, Atik Kamala, Aditya Fa'ikhurozi , Ayuk Hidayah, Nanda Ira Oktavia, Nadia Prisma Gahuita (Author)
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