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All Journal PERSPEKTIF Strukturasi: Jurnal Ilmiah Magister Administrasi Publik
Syarifa Aeni MR
Universitas Cahaya Prima
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Branding Regional Products through Local Identity in the Creative Industry Syarifa Aeni MR; Firman H; Marhati Marhati; Andi Amitya Resty Dwiyanti; Muslimin Muslimin
Strukturasi: Jurnal Ilmiah Magister Administrasi Publik Vol 7, No 2 (2025): STRUKTURASI: JURNAL ILMIAH MAGISTER ADMINISTRASI PUBLIK, SEPTEMBER
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/strukturasi.v7i2.6507

Abstract

This study examines local identity-based branding strategies in the creative industry and their role in strengthening the competitiveness of regional flagship products in Bone Regency, South Sulawesi. Using a qualitative case study design, the research involved 18 informants, including creative MSME actors, cultural community leaders, cooperative managers, and local policymakers. Data were collected through in-depth interviews, participatory observation, and document analysis, and analyzed thematically with the Miles and Huberman framework. The findings reveal that branding based on local identity is expressed through the use of natural materials, integration of the Bugis language in product names, traditional motifs in visual design, and cultural narratives embedded in digital promotion and local exhibitions]. This approach has increased product value by up to 30% and positioned Bone as a hub for culture-based creative economy. Key challenges include limited capital, weak digital infrastructure, low branding literacy, and complex trademark procedures. Conversely, opportunities arise from growing youth engagement, supportive local government policies, and integration with the tourism sector. Overall, the study underscores the importance of combining cultural preservation with modern marketing strategies to develop a sustainable creative industry that enhances regional competitiveness
Public Communication Management for Strengthening The Marketing of MSME Products in Makassar City Sahruddin Malik; Abdul Sahid; Andi Amitya Resty Dwiyanti; Syarifa Aeni MR; Irmawati Irmawati
PERSPEKTIF Vol. 14 No. 4 (2025): PERSPEKTIF October
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/perspektif.v14i4.16191

Abstract

This study investigates public communication governance and its role in supporting the marketing of Micro, Small, and Medium Enterprises (MSMEs) in Makassar City, focusing on multi-actor collaboration, participation dynamics, and communication effectiveness. Using a qualitative approach, data were collected through in-depth interviews with government officials, MSME actors, supporting communities, and associations. Findings show a shift toward a more collaborative and participatory communication model, where MSMEs, communities, and government actors co-create strategies from planning to evaluation. The use of diverse communication channels—from social media and websites to informal networks—has improved MSMEs’ access to promotional programs, training, and policy information. Responsive feedback mechanisms and active stakeholder participation strengthen program relevance and effectiveness. However, persistent challenges remain, including digital literacy gaps, infrastructure limitations, and preferences for conventional communication. These findings underscore the need for adaptive, inclusive, and multi-layered communication strategies tailored to the diverse characteristics of urban MSMEs. The study recommends strengthening digital literacy, institutionalizing cross-sector collaboration, and conducting regular evaluations to sustain public communication innovations. By highlighting the strategic role of local communication governance, this research contributes to Indonesia’s broader agenda of enhancing MSME competitiveness and advancing an inclusive digital economy.
Co-Authors Abdul Sahid Andi Amitya Resty Dwiyanti Firman H Irmawati Irmawati Marhati Marhati Muslimin Muslimin Sahruddin Malik