STRATEGI PENGEMBANGAN IDENTITAS MEREK DAN DIGITAL MARKETING DALAM MENINGKATKAN DAYA SAING UMKM KERUPUK KERANG HIJAU DI KELURAHAN BANTEN
DOI:
https://doi.org/10.46306/seumpama.v3i1.98Keywords:
UMKM; identitas merek; digital marketing; kerupuk kerang hijau; Kelurahan BantenAbstract
This community service activity aims to evaluate approaches to building brand identity and the application of digital marketing to improve the competitiveness of Mrs. Juju's green shell cracker MSME in Banten Village. The approach chosen for this community service activity is descriptive qualitative, with data collection through observation, interviews, and document collection. The findings from this community service activity show that improving brand identity through the creation of a logo, new packaging design, and the addition of flavor variants has succeeded in improving the image and appeal of the products offered. On the other hand, the application of digital marketing through social media platforms such as Instagram and TikTok, as well as marketplaces such as Shopee, supported by business legality management such as NIB, halal certification, and Home Industry Food Certificate (PIRT), was able to expand marketing and increase consumer trust. Therefore, the approach of strengthening brand identity combined with digital marketing has proven effective in enhancing the competitiveness of SMEs in today's digital economy.
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Copyright (c) 2025 Nani Rohaeni, Efi Tajuroh Afiah, Gatot Hartoko, Fatiya Nuraini, Farah Steany, Via Oktaviani, Nancy Restu Ramdhani, Filan Tropi Hulu
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