ANALISIS KEBERADAAN BRANDING DALAM MENUNJANG DIGITAL MARKETING PADA USAHA MINA GIRI
Abstract
Tujuan penelitian ini adalah (1) untuk menganalisis strategi pemasaran produk melalui branding yang dilakukan Usaha Mina Giri, dan (2) untuk mengetahui kendala-kendala pemasaran produk Mina Giri. Penelitian ini dilakukan sebagai bentuk aktualisasi peran peneliti dalam menyikapi problematika yang dihadapi UMKM dalam strategi memasarkan suatu produk. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Teknik pengumpulan data yang dilakukan ialah melalui observasi, wawancara, dokumentasi, dan triangulasi data. Hasil penelitian ini menunjukkan bahwa dibutuhkan adanya peranan dalam meningkatkan branding untuk menstimulus proses pemasaran produk.
The purpose of this study were (1) to analyze the product marketing strategy through branding carried out by Mina Giri business (2) to determine the constraints of marketing Mina Giri products. This research was conducted as a form of actualizing the role of researchers in addressing the problems faced by MSMEs in marketing a product strategy. This study uses a qualitative method with a descriptive approach. Data collection techniques used are through observation, interviews, documentation, and data triangulation. The results of this study indicate that a role is needed in increasing branding to stimulate the product marketing process.
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