STRATEGI PENGUATAN BRANDING DAN DIGITAL MARKETING PADA SANTI GALLERY
Keywords:
Branding, Citra Merek, Digital Marketing, UMKM, Penjahit.Abstract
Penelitian ini bertujuan untuk mengembangkan strategi branding dan digital marketing guna menjangkau pangsa pasar yang lebih luas bagi UMKM Santi Gallery di Desa Rantau Badak Lamo, Kabupaten Tanjung Jabung Barat, Provinsi Jambi. Metode penelitian meliputi observasi langsung dan wawancara dengan pemilik UMKM. Aktivitas yang dilakukan mencakup pembuatan merek dan logo, inovasi desain kemasan, pembuatan label akrilik serta pengembangan sosial media. Hasil penelitian menunjukkan bahwa strategi penguatan branding berhasil meningkatkan persepsi positif terhadap produk dan memperkuat citra merek. Selain itu, strategi digital marketing melalui Instagram dan Facebook secara signifikan meningkatkan visibilitas dan interaksi dengan konsumen. Dengan demikian, strategi-strategi tersebut terbukti efektif dalam meningkatkan citra merek dan daya saing Santi Gallery, sehingga mampu menjangkau pangsa pasar yang lebih luas.
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