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Journal : Community Development Journal: Jurnal Pengabdian Masyarakat

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MENGINTEGRASIKAN STORYTELLING MARKETING DALAM BRANDING PRODUK WILAYAH PERBATASAN DI IKM DESA SEKIDA, KABUPATEN BENGKAYANG, KALIMANTAN BARAT Hardiansyah, Gusti; Latifah, Latifah; Trisnawati, Ema; Hardayu, Audisty Prana; Fitriana, Ana; Purmono, Bintoro Bagus; Setiawan, Harry; Ardiansyah, Ardiansyah
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 3 (2024): Volume 5 No. 3 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i3.29578

Abstract

Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk mengintegrasikan Storytelling Marketing dalam Branding produk IKM di Desa Sekida, Kabupaten Bengkayang, Kalimantan Barat. Melalui pendekatan kualitatif, tim melakukan observasi lapangan, wawancara mendalam, pelatihan, dan pendampingan kepada para pengrajin. Hasil kegiatan menunjukkan bahwa Storytelling Marketing dapat membangun identitas merek yang kuat dan menarik bagi produk IKM wilayah perbatasan. Dengan mengeksplorasi kisah unik di balik produk, mengemas kisah dalam bentuk menarik, menyebarkan kisah melalui berbagai saluran, melibatkan konsumen, serta memperbarui dan mengembangkan kisah secara berkelanjutan, produk IKM Desa Sekida dapat meningkatkan kesadaran merek, persepsi kualitas, loyalitas konsumen, dan engagement. Kegiatan ini juga membantu melestarikan warisan budaya lokal dan meningkatkan daya saing produk di pasar global. Meskipun terdapat tantangan dalam keterampilan pengrajin, pelatihan dan pendampingan telah membantu meningkatkan kemampuan mereka dalam menerapkan Storytelling Marketing secara efektif.
Co-Authors A, Ahmadi Adinda, Chery Afani, Afani Ahmad Shalahuddin, Ahmad AHMADI Akhasha, Nadia Andika, Wahyu Annisa Fitri, Annisa Anwar Azazi Aprilliani, Shifa ARDIANSYAH ARDIANSYAH Arifin Firdaus Ariqoh, Daffa Asri Ashadi, Ardi Barkah Barkah, Barkah Calvin Calvin Calvin Daud, Ilzar Devi Nurmalia Diawanto, Fery Dwiputra, Wahyu Ediansyah, Ediansyah Eka Prastya Nugraha, Aryan Endar Sulistyowati Erna Listiana Erna Listiana Ernita Sari Nurwahyuni, Hesti Fasius, Bony Fathurrahman, Akhwal Fauzan, Ahmad Hilmi Fauzan, Rizky Febriana, Cika Firdaus, Angelika G, Giriati Gusti Hardiansyah Hafid, Khairunissa Hans, M. Hamka Hardayu, Audisty Prana Harry Setiawan Helma Malini, Helma Heriyadi, Heriyadi Hermanto, Dicky Irdhayanti, Efa Irene, Novi Juniwati Juniwati Kalis, Maria Christiana Iman Latifah Latifah Maharani, Berliana Maharani, Rista Maria Christiana Iman Kalis, Maria Christiana Moh. Rasyid Ridho Muhammad Afif Mustaruddin Nikki Tri Sakung, Nikki Tri Nofiansyah,  Wahyu Nur Afiah, Nur Nurnalisa Oktavianto, Angga Penampe, Marie Anne Ester Phengdrawan, Jonassen Purmono, Bintoro Bagus Purnomo, Bintoro Bagus Putri Pangestika, Putri Qurrotul Aeni, Qurrotul Rabbani, Ammar Ramadhianti, Risa Rivaldo, Karis Rizal, Fakhri Rokhuma, Chubbi Millatina Satria, Dimas Septiarni, Marsa Shandy, Jose Haris Syahbandi Titik Rosnani Trianto, Yohanes Adi Trisnawati, Ema Vanessa, Vivian Wahidah, Nina Ikhwati Wahyu Nofiansyah, Wahyu Waldi Wendy Wenny Pebrianti Widya, Tri Widyaningrum, Belinda Putri Yulyaningsih, Veronika Bella