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All Journal Jurnal Ilmu Ekonomi Manajemen Perusahaan dan Bisnis
Reynaldi Amos
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Economics, Econometrics & Finance

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STRATEGI BRANDING PRODUK LOKAL MELALUI MEDIA SOSIAL UNTUK MENINGKATKAN DAYA SAING GLOBAL DI KOTA MUARA TEWEH mahmud mahmud; Reynaldi Amos
JURNAL ILMU EKONOMI (MANAJEMEN PERUSAHAAN) DAN BISNIS Vol 10 No 02 (2026): JURNAL ILMU EKONOMI (MANAJEMEN PERUSAHAAN) DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Muara Teweh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51512/jimb.v10i02.273

Abstract

This research aims to analyze local product branding strategies through social media, identify the global competitiveness conditions of local products in Muara Teweh City, and examine the role of social media branding strategies in enhancing global competitiveness of local products. This study employs a qualitative approach conducted in Muara Teweh City, involving local business actors as primary informants. Primary data were collected through in-depth interviews and participatory observation, while secondary data were obtained from literature reviews and social media content analysis. Data analysis techniques utilized source triangulation and thematic analysis. The findings reveal that branding strategies through social media remain sporadic with low brand identity consistency, simple visual content quality, and minimal audience interaction. The global competitiveness of local products is in the low category with limited market reach and low social media engagement. Social media branding strategies play a significant role in enhancing competitiveness through increased brand awareness and product differentiation.
Co-Authors Mahmud Mahmud