Penguatan Manajemen Pemasaran UMKM Rokita Bakery di Jl.Lamper Semarang, melalui Strategi Digital Marketing dan Branding Produk
DOI:
https://doi.org/10.61132/aspirasi.v4i4.2908Keywords:
Branding Product, Digital Marketing, Marketing Management, Small and Medium Enterprises (SMES), Digital TransformationAbstract
The rapid development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to strengthen their marketing capabilities through digital transformation. This community service program aimed to enhance the marketing management of Rokita Bakery MSME located on Lamper Street, Semarang, through the implementation of digital marketing and product branding strategies. The program employed a participatory approach consisting of needs assessment, training, hands-on practice, mentoring, and evaluation activities. The training materials focused on digital marketing concepts, social media optimization, product branding development, product photography techniques, and the creation of attractive promotional content. The results showed an improvement in participants’ understanding and skills in implementing digital marketing and branding strategies, as reflected in a more consistent brand identity, improved product presentation, and increased ability to produce engaging promotional materials. This program is expected to strengthen the competitiveness of Rokita Bakery MSME, expand market access, increase consumer engagement, and support sustainable business growth through effective utilization of digital platforms in the digital era
Downloads
References
Ananda, M., Yusuf, R., & Prasetyo, B. (2024). Pendampingan dan penguatan UMKM melalui branding dan digitalisasi marketing. Jurnal Pengabdian Masyarakat. https://doi.org/10.47065/jpm.v5i2.2214
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Firmansyah, A., Rahmawati, S., & Hidayat, T. (2024). Strategi branding dan digital marketing pada UMKM untuk membangun identitas merek. Jurnal Manajemen Kewirausahaan Indonesia. https://doi.org/10.59581/jmki-widyakarya.v1i2.791
Harahap, H. S., Dewi, N. K., & Ningrum, E. P. (2021). Pemanfaatan digital marketing bagi UMKM. Jurnal Loyalitas Sosial, 3(2), 77–85. https://doi.org/10.32493/JLS.v3i2.13248
Haryani, D. S., Sandra, E., Fauzar, S., Yusrizal, Y., & Arisandi, D. C. (2024). Optimalisasi digital marketing dalam meningkatkan branding pada UMKM di Desa Sebong Lagoi. Joong-Ki: Jurnal Pengabdian Masyarakat, 3(4), 612–619. https://doi.org/10.56799/joongki.v3i4.4841
Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing (3rd ed.). Kogan Page.
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Panjalu, R., Prasetyo, D., & Nugraha, A. (2024). Strengthening marketing promotion through digital marketing assistance using Google Business Profile. Community Empowerment. https://doi.org/10.31603/ce.9749
Prasetyo, D., Hidayat, R., & Nugraha, F. (2023). Sosialisasi digital marketing UMKM dalam optimalisasi potensi ekonomi desa. International Journal of Community Service Learning, 7(2). https://doi.org/10.23887/IJCSL.V7I2.56878
Rahman, A., Lestari, P., & Wijaya, S. (2024). Pemberdayaan UMKM melalui digital marketing dan branding. Jurnal Pengabdian Masyarakat. https://doi.org/10.57214/pengabmas.v5i3.331
Ramadhan, M. M., & Farida, S. N. (2023). Transformasi branding UMKM melalui digital marketing dalam meningkatkan pemasaran pada Pasar Wisata Harmoni Keputih. Nanggroe: Jurnal Pengabdian Cendikia. https://doi.org/10.5281/zenodo.8170684
Rohmah, N., Putri, A., & Setiawan, B. (2024). Peningkatan branding produk melalui pelatihan digital marketing. Abdi Jurnal Adimas. https://doi.org/10.59431/ajad.v3i3.219
Saputra, A., Nugroho, R., & Hidayat, M. (2023). Penerapan digital marketing sebagai strategi pemasaran UMKM. Jurnal Pengabdian dan Pemberdayaan Masyarakat Indonesia, 2(4). https://doi.org/10.55542/jppmi.v2i4.736
Sikana, N. A. M., & Mubarok, M. (2024). Optimalisasi digital marketing melalui media sosial dalam memperkuat branding pada UMKM Surya Jaya Demak. Jurnal Abdimas Kartika Wijayakusuma, 5(1), 23–37. https://doi.org/10.26874/jakw.v5i1.338
Suryani, D., Prabowo, H., & Lestari, N. (2024). Pendampingan digital marketing guna meningkatkan branding UMKM. Nusantara Research. https://doi.org/10.32877/nr.v3i1.829
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022
Vincent, V., & Candy, C. (2023). Branding, online presence, dan digital marketing pada UMKM kuliner. BERNAS: Jurnal Pengabdian kepada Masyarakat. https://doi.org/10.31949/jb.v4i1.4278
Wijayanti, D., Kusuma, R., & Pratama, Y. (2024). Branding dan pemasaran digital sebagai upaya pemberdayaan UMKM. Jurnal Mengabdi. https://doi.org/10.61132/mengabdi.v4i3.2369
Wulandari, W., & Nurhadi, Z. F. (2023). Pelatihan dan pendampingan digital marketing dan branding produk bagi pelaku UMKM. Jurnal Integritas, 7(2). https://doi.org/10.36841/integritas.v7i2.3487
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 ASPIRASI : Publikasi Hasil Pengabdian dan Kegiatan Masyarakat
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
