Digital Transformation for UMKM: Strategies for Building Branding and Marketing Based on Digital Platforms in Pinangsori Village
Keywords:
Digital Transformation, UMKM, Branding, Marketing, Digital Platforms, Pinangsori VillageAbstract
Digital transformation is a key factor in the development of Micro, Small, and Medium Enterprises (UMKM) in today's modern era, particularly in building branding and enhancing product marketing. This research aims to analyze how UMKM in Pinangsori Village utilize digital technology to promote their products through digital platforms, as well as to understand the strategies applied in building brand identity and marketing. The approach used is a qualitative method with a case study, through in-depth interviews and direct observation of the digital marketing practices of UMKM in Pinangsori Village. The results of the study show that digital platforms such as social media and e-commerce have a significant impact on expanding markets and increasing product visibility. However, the main challenges faced by UMKM are limited technological skills and restricted access to infrastructure. This study provides recommendations regarding the importance of digital training for UMKM and the development of better digital infrastructure.
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Copyright (c) 2024 Muhammad Iqbal Batubara, S.Kom, M.Kom (Author)
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