STRATEGI PENGUATAN BRANDING DAN PEMASARAN DIGITAL UMKM MIE 1 METER KHAS BENGKULU DALAM MENDUKUNG EKONOMI LOKAL DI KOTA BENGKULU

Abstrak

Abstrak

Penelitian ini bertujuan untuk menganalisis strategi penguatan branding dan pemasaran digital pada UMKM “Mie 1 Meter Khas Bengkulu” di bawah naungan CV Jaya Rasa Bengkulu dalam mendukung pengembangan usaha dan penguatan ekonomi lokal di Kota Bengkulu. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi. Kegiatan penelitian dilakukan melalui program Kuliah Kerja Nyata Tematik (KKNT) Merdeka Belajar Kampus Merdeka (MBKM) yang melibatkan mahasiswa dalam kegiatan pendampingan usaha.Hasil penelitian menunjukkan bahwa strategi branding dilakukan melalui optimalisasi media sosial, dokumentasi produk, publikasi kegiatan usaha, dan pelaksanaan event seperti lomba solo song serta event gaple/domino. Pemasaran digitak juga membantu memperluas akses informasi produk sehingga UMKM lebih mudah menjangkau calon pelanggan. Selain itu, pendampingan yang dilakukan memberikan pemahaman kepada pelaku usaha mengenai pentingnya branding, pelayanan konsumen, dan pemanfaatan media digital dalam menghadapi persaingan usaha kuliner. Berdasarkan hasil pengabdian, program KKNT MBKM memberikan kontribusi yang positif terhadap penguatan branding dan pemasaran digital UMKM Mie 1 Meter Khas Bengkulu. Program ini tidak hanya meningkatkan kapasitas promosi dan daya saing usaha, tetapi juga mendukung pengembangan ekonomi lokal melalui pemberdayaan UMKM yang lebih adaptif terhadap perkembangan teknologi kebutuhan pasar.

Kata Kunci: Branding, Ekonomi Lokal, KKNT MBKM, Pemasaran Digital, UMKM.

Abstract

This study aims to analyze the branding and digital marketing strengthening strategies of the "Mie 1 Meter Khas Bengkulu" MSME under the auspices of CV Jaya Rasa Bengkulu in supporting business development and strengthening the local economy in Bengkulu City. This study uses a qualitative descriptive method with data collection techniques in the form of observation, interviews, and documentation. The research activities were carried out through the Thematic Community Service Program (KKNT) Merdeka Belajar Kampus Merdeka (MBKM) which involved students in business mentoring activities. The results of the study showed that the branding strategy was carried out through social media optimization, product documentation, publication of business activities, and the implementation of events such as solo song competitions and gaple/domino events. Digital marketing also helps expand access to product information so that MSMEs can more easily reach potential customers. In addition, the mentoring provided an understanding to business actors regarding the importance of branding, customer service, and the use of digital media in facing competition in the culinary business. Based on the results of the study, the KKNT MBKM program made a positive contribution to strengthening the branding and digital marketing of the Mie 1 Meter Khas Bengkulu MSME. This program not only increases promotional capacity and business competitiveness, but also supports local economic development by empowering MSMEs to be more adaptive to technological developments and market needs.

Keywords : Branding, Local Economy, KKNT MBKM, Digital Marketing, UMKM