Optimalisasi Branding Dan Re-Branding Produk UMKM Di Kelurahan Rungkut Tengah, Kecamatan Gunung Anyar, Kota Surabaya

Authors

  • Sheila Sabina Adelia Rizka Universitas Pembangunan Nasional “Veteran” Jawa Timur
  • Ety Dwi Susanti Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.62007/jouipi.v1i3.43

Keywords:

Dugitization, Social, Media, Branding, Re-Branding, MSMEs

Abstract

Digitizing MSMEs is a program that is a solution for the government to improve the performance of MSMEs in the midst of intense business competition in the digital era. One example of digitizing MSMEs is the use of social media. The use of social media as a tool in a product marketing strategy needs to have a good brand image for consumers. Forming a good brand image can be done with a branding or re-branding strategy. Rungkut Tengah Village, Gunung Anyar District, Surabaya City is a place for MBKM KKN-T students to do their service to help MSME players in Rungkut Tengah Village who have problems in developing their businesses. Therefore, the purpose of this community service activity is to form a strategy to increase sales of MSME products through branding or re-branding strategies. The type of method used is qualitative by collecting data through observation, interviews and discussions with MSME actors. The result of this community service activity is that the development of MSMEs through product branding and re-branding strategies is going well.

References

Admin. (2023, Mei 19). Apa itu Digitalisasi UMKM? Ini Manfaat Penting & Strateginya [Article]. www.ocbcnisp.com.https://www.ocbcnisp.com/id/article/2023/05/19/digitalisasi-umkm-adalah

Dewi, S. R., Sriyono, S., & Sumartik, S. (2021). Pendampingan dan Penguatan UMKM Desa Kenongo Melalui Branding dan Legalitas Produk Di Masa Pandemi Covid-19. Jurnal Pengabdian Masyarakat IPTEKS, 7(1), 95–101. https://doi.org/10.32528/jpmi.v7i1.5267

Fauzi, S., & Lina, L. F. (2021). PERAN FOTO PRODUK, ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING PADA MINAT BELI KONSUMEN DI E-COMMERCE. Jurnal Muhammadiyah Manajemen Bisnis, 2(1), 152–156.

Fauzi, U. I. (2021). Pengaruh Branding Dan Digital Marketing Terhadap Keputusan Pemilihan Wedding Organizer Syariah. Youth & Islamic Economic Journal, 2(1), 42–47.

Priambada, S. (2015). MANFAAT PENGGUNAAN MEDIA SOSIAL PADA USAHA KECIL MENENGAH (UKM). 42–46.

Pustikom, U. B. H. (2020, Juli 29). Pertumbuhan Ekonomi, Pengertian dan Pengukurannya [Artikel]. ekonomi.bunghatta.ac.id https://ekonomi.bunghatta.ac.id/index.php/id/artikel/250-pertumbuhan-ekonomi-pengertian-dan-pengukurannya

Rivai, A. A. (2022, Juni 1). Wadah UMKM KEMENKEU, Aplikasi Model Satu Paket Kemudahan Sistem Untuk Kesejahteraan Bangsa [Artikel]. www.djkn.kemenkeu.go.id. https://www.djkn.kemenkeu.go.id/artikel/baca/15199/Wadah-UMKM-KEMENKEU-Aplikasi-Model-Satu-Paket-Kemudahan-Sistem-Untuk-Kesejahteraan-Bangsa.html#:~:text=Berdasarkan%20data%20Kementerian%20Koperasi%20dan,Rp8.573%2C89%20Triliun.

Sampe, Y. D., & Tahalele, M. (2023). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Merek Vivo Pada Toko Bandung Jaya A.Y Patty Ambon. Jurnal Aministrasi Terapan, 2(1), 48–59.

Sasongko, D. (2020, Agustus 24). UMKM Bangkit, Ekonomi Indonesia Terungkit [Artikel]. www.djkn.kemenkeu.go.id. https://www.djkn.kemenkeu.go.id/artikel/baca/13317/UMKM-Bangkit-Ekonomi-Indonesia-Terungkit.html

Sulistio, A. B. (2020). BRANDING SEBAGAI INTI DARI PROMOSI BISNIS. PROFILM : Jurnal Ilmiah Ilmu Perfilman & pertelevisian, 4(1). https://indonesia.sae.edu/wp-content/uploads/2021/02/Branding-Sebagai-Inti-Dari-Promosi-Bisnis

Veranita, M., Almamalik, L., & Ikhsan, S. (2022). Pemanfaatan Pemasaran Melalui Media Sosial oleh UMKM Di Era Pandemi (Studi Kasus pada Usaha Mikro, Kecil, Dan Menengah di Kabupaten Bandung). Coopetition : Jurnal Ilmiah Manajemen, 8(1).

Yesidora, A. (2022, Juni 21). Mengenal Perjalanan Krisis Ekonomi di Indonesia. katadata.co.id. https://katadata.co.id/intannirmala/ekonopedia/62b0889cd7310/mengenal-perjalanan-krisis-ekonomi-di-indonesia

Downloads

Published

2023-07-27

How to Cite

Sheila Sabina Adelia Rizka, & Ety Dwi Susanti. (2023). Optimalisasi Branding Dan Re-Branding Produk UMKM Di Kelurahan Rungkut Tengah, Kecamatan Gunung Anyar, Kota Surabaya. Jurnal Insan Pengabdian Indonesia, 1(3), 68–78. https://doi.org/10.62007/jouipi.v1i3.43

Similar Articles

<< < 1 2 3 > >> 

You may also start an advanced similarity search for this article.