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All Journal Business Preneur : Jurnal Ilmu Administrasi Bisnis Jurnal Pengabdian Kepada Masyarakat Ekonomi, Pendidikan, dan Sosial Humaniora
Arief, Ronny Firdiansyah
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Humanities Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice

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STRATEGI PEMASARAN DIGITAL TERINTEGRASI DALAM MENINGKATKAN VISIBILITAS DAN DAYA SAING UMKM KULINER Lady, Lady; Jesslieca; Arief, Ronny Firdiansyah; Qadri, Rizni Aulia
Business Preneur: Jurnal Ilmu Administrasi Bisnis Vol. 8 No. 1 (2026): Vol. 8 No. 1 Maret 2026
Publisher : Program Studi Ilmu Administrasi Bisnis FISIP UNPAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/bp.v8i1.40805

Abstract

Culinary SMEs in urban areas often face low brand visibility and high dependency on local customers near their physical locations. This study aims to implement an integrated digital marketing strategy for Shan Nasi Lemak in Batam to expand its market reach. A qualitative case study method was employed through observation, documentation, and in-depth interviews. The intervention involved standardizing visual identity, optimizing Google Maps profiles, and activating creative content on Instagram, TikTok, and GrabFood platforms. The results indicate that the multichannel strategy significantly improved the business's digital performance, as evidenced by thousands of organic video views and a broader reach to new audiences beyond the initial followers. Qualitative validation confirms that improved visual aesthetics and ease of access to information enhance consumer trust and purchase intention. This research concludes that the synergy between professional visual identity and consistent digital platform management is a crucial instrument for SMEs in building sustainable competitiveness in the urban market.
Strategi Branding dan Packaging sebagai upaya Peningkatan Daya Saing UMKM di Kota Siak Ayuda, Fitrien; Hardilawati, Wan Laura; Bakaruddin, Bakaruddin; Rahmayanti, Sri; Suriyanti, Linda Hetri; Misral, Misral; Ramadhan, Rian Rahmat; Arief, Ronny Firdiansyah
Jurnal Pengabdian Kepada Masyarakat Sosial Humaniora Vol 6 No 1 (2026): Juni 2026
Publisher : Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Riau

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Abstract

UMKM Kota Siak memiliki potensi besar berbasis budaya Melayu, namun mayoritas produk dikemas secara sederhana tanpa identitas merek sehingga sulit bersaing di pasaran. Kegiatan pengabdian kepada masyarakat ini dilaksanakan dalam bentuk seminar untuk memberikan pemahaman kepada pelaku UMKM Kota Siak mengenai pentingnya strategi branding dan packaging dalam perluasan pemasaran produk. Materi yang disampaikan mencakup konsep dasar branding, fungsi packaging, pemilihan desain sesuai karakter produk, serta strategi pemasaran sederhana melalui platform digital. Metode pelaksanaan meliputi persiapan, pelaksanaan seminar, diskusi interaktif, dan evaluasi pemahaman peserta. Hasil kegiatan menunjukkan peningkatan pemahaman peserta, kesadaran akan pentingnya identitas merek, serta motivasi memperbaiki tampilan kemasan produk. Seminar ini diharapkan menjadi pemicu penerapan strategi branding dan packaging secara bertahap oleh pelaku UMKM Kota Siak untuk meningkatkan daya saing produk lokal.
Co-Authors Bakaruddin Bakaruddin Fitrien Ayuda Hardilawati, Wan laura Jesslieca Lady, Lady Misral, Misral Qadri, Rizni Aulia Ramadhan, Rian Rahmat Sri Rahmayanti, Sri Suriyanti, Linda Hetri