DIGITAL BRANDING SEBAGAI OPTIMALISASI PENINGKATAN INOVASI, DAYA SAING, PENDAPATAN UKM DI ERA NEW NORMAL

https://doi.org/10.36441/kewirausahaan.v6i2.1673

Authors

  • Rizki Amalia HM Ardana Universitas Islam Negri Sulthan Thaha
  • Rafidah Rafidah Universitas Islam Negri Sulthan Thaha
  • Nova Erliyana Universitas Islam Negri Sulthan Thaha

Keywords:

Digital Branding, Innovation, Competitiveness, Income, UKM, New Normal

Abstract

The increasingly rapid development of business certainly creates very tight competition, and the UKM sector is no exception. In addition, the presence of digital technology presents online businesses that provide opportunities and threats for UKM. In an increasingly fierce competition, UKM are required to continue to innovate, be creative and innovative in their business so that they are not immersed in market competition and this needs to be done to increase the income of UKM themselves. This study aims to find out how digital branding is implemented as an optimization of increasing innovation, competitiveness, and UKM income in the city of Jambi in the new normal era, a case study of UKM actors in the Kota Baru sub-district of Jambi. In this study using a qualitative approach that is descriptive, data collection methods by observing, interviewing and documentation. The data collection technique in this study used a purposive sampling technique. The informants in this study were UKM in Kota Baru District, Jambi. The results of this study indicate that the implementation of digital branding has been optimized by several UKM, but there are still UKM who have not optimized the implementation of digital branding in their business. Lack of knowledge about digital use, old age, capital, and lack of follow-up from the local government regarding the application of digital branding to UKM.

References

Anggito Albi, S. J. (2018). Metode Penelitian Kualitatif. CV. Jejak.

Aristawidia, I. B. (2018). Kajian Literatur Penerapan Strategi Branding Bagi Kemajuan Umkm Di Era Digital. Jurnal Manajemen Dan Inovasi (MANOVA), 1(2), 1-13.

Baharuddin, T., Salahudin, S., Qodir, Z., & Jubba, H. (2021). Transisi New Normal Akibat Pandemi Covid-19 Sebagai Refleksi Perbaikan Ekonomi Sosial Di Indonesia. Journal of Government and Politics (JGOP), 3(1), 1-17.

Budi Aji Setia., T. R. (2022). Dampak Pandemi Covid-19 Pada Pendapatan Usaha Mikro Kecil Dan Menengah (UMKM). Jurnal Online Insan Akuntan, 7(1), 51–60.

Effendi, M. R., Bakar, R. A., & Bachri, N. (2023). Pengaruh Pemasaran Digital Terhadap Kinerja Umkm Di Kota Lhokseumawe Dengan Inovasi Produk Sebagai Variabel Intervening. J-MIND (Jurnal Manajemen Indonesia), 7(2), 107-115.

Hidayani, N., & Arief, M. (2023). PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA BITTERSWEET BY NAJLA. Jurnal Industri Kreatif dan Kewirausahaan, 6(1), 60-74.

Hilda Rachmawati, S. P. (2021). Komunikasi Merek Di Media Sosial & Penerapannya Pada TV Berita. Deepublish.

Kasman, K., Hamdanur, P., & Yusuf, M. (2023). MENUMBUHKAN MINAT BERWIRAUSAHA DAN MENDIRIKAN USAHA KECIL SERTA PENGEMBANGAN USAHA BAGI ANGGOTA IKAPALMA. Jurnal Industri Kreatif dan Kewirausahaan, 6(1), 12-19.

Meleong, L. J. (2018). Metodologi Penelitian Kualitatif edisi Revisi (38th ed.). PT. Remaja Rosdakarya.

Mohamad, R., & Niode, I. Y. (2020). Analisis strategi daya saing (competitive advantage) Kopia Karanji Gorontalo. Oikos Nomos: Jurnal Kajian Ekonomi Dan Bisnis, 13(1), 1-14.

Posma Sariguna. (2021). New Normal Era Edisi II. Zahir.

Putri, D. E., Sudirman, A., Suganda, A. D., Kartika, R. D., Martini, E., Susilowati, H., ... & Roslan, A. H. (2021). Brand Marketing. Penerbit Widina.

Putri, S. S. I. (2022). Penguat Ekonomi Kreatif di Era Pandemi Melalui Digital Branding. Journal of Academia Perspectives, 2(2), 161-165.

Riesso, A. S. (2022). Manajemen Merek. CV. Media Sains Indonesia.

Saefullah, E., Putra, A. R., & Tabroni, T. (2021). Inovasi Dan Pengembangan Umkm Emping Melinjo Pada Masa Pandemi Covid-19 Dengan Optimalisasi Media Pemasaran Dan Alat Produksi. RESWARA: Jurnal Pengabdian Kepada Masyarakat, 2(2), 291-299.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif Dan R & D. Alfabeta.

Taib, Z., & Supriana, T. (2020). Perspektif ekonomi pada era new normal pasca Covid-19. Akses: Jurnal Ekonomi Dan Bisnis, 15(2).

Ulani Yunus. (2022). Digital Branding Teori dan Praktik . Simbiosa Rekatama Media.

Usulu, R. Q., Adisubagja, B. D., Febrianti, D., Azhar, A., Prehanto, A., & Nuryadin, A. (2023). PENERAPAN PEMASARAN DIGITAL PADA USAHA MIKRO KECIL DI KOTA TASIKMALAYA. Jurnal Industri Kreatif dan Kewirausahaan, 6(1), 34-40.

Yusuf M. (2021). Metode Penelitian Kuantitatif, Kualitatif, Penelitian Gabungan. KENCANA.

Published

2023-11-28

Issue

Vol. 6 No. 2 (2023): Jurnal Industri Kreatif dan Kewirausahaan DESEMBER 2023

Section

Artikel
Copyright & Licensing

Copyright (c) 2023 Jurnal Industri Kreatif dan Kewirausahaan

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional. that allows others to share the work with an acknowledgement of the works authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journals published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).