PENGARUH DIGITAL MARKETING, BRANDING PRODUK, DAN SERTIFIKASI HALAL TERHADAP PENINGKATAN DAYA SAING UMKM PEYEK SERUNI

Authors

  • Nidia Albarida Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Niken Mayang Sari Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Habi Syahrul Ramadhan Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Muhammad Irfan Ali Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Muhammad Bambang Irawan Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Katra Pramadeka Universitas Islam Negeri Fatmawati Sukarno Bengkulu

DOI:

https://doi.org/10.24252/iqtishaduna.v7i4.68278

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, branding produk, dan sertifikasi halal terhadap peningkatan daya saing UMKM Peyek Seruni. Perkembangan teknologi digital dan tingginya persaingan usaha menuntut pelaku UMKM untuk menerapkan strategi pemasaran yang efektif serta membangun identitas produk yang kuat. Permasalahan yang dikaji adalah belum optimalnya penerapan digital marketing, branding, dan sertifikasi halal sehingga daya saing produk masih rendah. Metode yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan bahwa digital marketing mampu memperluas jangkauan pemasaran, branding melalui perbaikan logo dan kemasan meningkatkan minat konsumen, serta sertifikasi halal meningkatkan kepercayaan masyarakat. Penelitian ini menyimpulkan bahwa ketiga aspek tersebut berperan dalam meningkatkan daya saing UMKM. Oleh karena itu, pelaku UMKM disarankan untuk terus mengembangkan strategi pemasaran digital dan memperkuat identitas produk secara berkelanjutan.

Kata Kunci: Branding Produk, Digital Marketing, Daya Saing, Sertifikasi Halal, UMKM

Abstract

This study aims to analyze the impact of digital marketing, product branding, and halal certification on improving the competitiveness of the Peyek Seruni SME. Advances in digital technology and intense business competition require SME operators to implement effective marketing strategies and build a strong product identity. The issue examined is the suboptimal implementation of digital marketing, branding, and halal certification, resulting in low product competitiveness. The method used is qualitative descriptive, with data collection techniques including observation, interviews, and documentation. The research results indicate that digital marketing can expand market reach, branding through logo and packaging improvements increases consumer interest, and halal certification enhances public trust. This study concludes that these three aspects play a role in enhancing the competitiveness of SMEs. Therefore, SME operators are advised to continue developing digital marketing strategies and strengthening product identity on an ongoing basis.

Keywords: Product Branding, Digital Marketing, Competitiveness, Halal Certification, MSMEs

 

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Published

2026-08-08

Issue

Vol. 7 No. 4 (2026): Juli

Section

Volume 7 Nomor 4 Juli 2026

License

Copyright (c) 2026 Nidia Albarida, Niken Mayang Sari, Habi Syahrul Ramadhan, Muhammad Irfan Ali, Muhammad Bambang Irawan, Katra Pramadeka

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