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All Journal EKONOMIS : Journal of Economics and Business
Septi Setianingrum
Fakultas Keguruan dan Ilmu Pendidikan, Universitas Muhammadiyah Surakarta
Economics, Econometrics & Finance

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Strategi Branding Desain Logo UMKM di Surakarta: Upaya Meningkatkan Loyalitas Pembelian Konsumen Septi Setianingrum; Dhany Efita Sari
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2303

Abstract

This study aims to analyze the logo design branding strategy implemented by micro, small, and medium enterprises (MSMEs) in Surakarta and its influence on consumer purchasing loyalty. The research method used is qualitative with a case study approach. Data were collected through interviews, observations, and documentation from 5 (five) MSME owners and 5 consumers in Surakarta. Data analysis techniques used interactive analysis by Miles et al and the Nvivo 15 application. The results of the study indicate that an attractive image of the MSME logo design, prominent uniqueness, and simplicity of the logo design proved to be an effective combination in attracting consumer attention and building a strong brand image. In addition, consistent branding with a good logo contributes to increasing consumer purchasing loyalty. MSMEs that implement a good branding strategy through logo design tend to have a higher level of purchasing loyalty. This study has an urgency to provide insight for other MSMEs in optimizing branding strategies to retain customers.
Co-Authors Dhany Efita Sari