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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Syarikat : Jurnal Rumpun Ekonomi Syariah International Journal of Economics Development Research (IJEDR) Jurnal Investasi Islam juremi: jurnal riset ekonomi JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Minfo Polgan (JMP) EKSYA: Jurnal Ekonomi Syariah Journal of Innovation Research and Knowledge JURNAL EKONOMI BISNIS DAN MANAJEMEN JURNAL ILMIAH SAINS TEKNOLOGI DAN INFORMASI Jurnal Ekonomi Bisnis dan Manajemen Jurnal Ilmiah Ekonomi dan Manajemen JEBD Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (Jebisma) Journal Economic Excellence Ibnu Sina International Journal of Islamic Business Management Academia Open Algebra : Jurnal Pendidikan Sosial dan Sains
Nurbaiti
Universitas Islam Negeri Sumatera Utara
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Neuroscience Physics Public Health Social Sciences Other

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DIGITAL BRANDING STRATEGY MSMES FOR SNACKS IN TANJUNG MULIA VILLAGE Nurbaiti; Jeane Agretta Mandalika; Dian Novita Dinata; Ikhwan Rinaldi Lubis; Fitra Ardiansyah
Algebra : Jurnal Pendidikan, Sosial dan Sains Vol. 5 No. 4 (2025): Algebra : Jurnal Pendidikan Sosial dan Sains
Publisher : Yayasan Amanah Nur Aman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58432/bnnvgz58

Abstract

Digital transformation provides significant opportunities for Micro, Small, and Medium Enterprises (MSMEs) to strengthen their brand identity and expand market reach. This study analyzes the impact of digital transformation on brand identity development of unbranded MSMEs in Tanjung Mulia Village, Langkat Regency. Using a qualitative case study method through interviews, observations, documentation, and focus group discussions, the research focused on Handayani Crispy, a traditional snack business without an official brand. The findings show that digital interventions—such as creating a website, providing digital literacy training, and introducing a consistent brand identity—significantly enhanced product visibility, consumer trust, and the owner’s self-confidence. Consumers responded positively to the branded products, viewing them as more professional and suitable as gifts. However, challenges remain, including limited digital literacy, unstable internet infrastructure, and the owner’s time constraints. This study highlights the importance of integrating digital technology with branding strategies to empower MSMEs in rural areas. Recommendations include continuous digital literacy training, packaging innovation, product diversification, social media utilization, and collaboration with local stakeholders to ensure sustainable digital transformation.
Co-Authors Adinda Puan Ahmad Riadi Rangkuti Alfa Nurhasanah Alfatul Hisabi Amelia Azura Amelia Putri Ananda Dzikri Pratama Hasibuan Anastasya Br Ginting Anisyah Risky Nasution Annisa Afwani Anza Zatira Pane Ayu Ismah Azizah Kurinci Chairane Cindy Claudia Hutabarat Deri Kurniawan Dewi Tamora Siregar Dharma, Budi Dhita Lutfiah Diah Ananda Kharisma Dian Faturrahman Siregar Dian Novita Dinata Dinda Syafira Dwi Adinda Putri Erika Setia Cahyani Evi Ayu Putri Putri Farah Aqilah Farah Indah Azhari Fitra Ardiansyah Harahap, Muhammad Ikhsan Haritz Harahap Ifti Ayuni Ikhwan Rinaldi Lubis Ira Yanti Irham Lutfiansyah Jannah, Nurul Jeane Agretta Mandalika Khaila Calsa Fhadillah Khairunnisa Khalida M. Riswan Azifi Maulida Jam'ah Mawaddah Irham Mella Afrina Miranti Agustina Muhammad Agung Muhammad Habib Rifky Muhammad Ikhsan Muliana Mutiah Salsabila Nabiil Salasa Ramadan Nadia Amalia Nadila Jelita Nayla Novita Syahfitri Niki Ayu Purwanti Nilam Utami Aqillah Nur Aisyah Nurfadillah Najwa Faraiddin Nurhapirah Tasnim Nurhikmah Berasa Nurita Maha Ongku Munthe Putri Agustina Rahmat Syahputra Rahmi Syahriza Rayhan Aulia Pratama Riky Dermawan Sipahutar Riska Febrianti Aulia Rita dwi lestari hulu Sabhi Febrian Siti Aisyah Siti Maysaroh Taufik Rahman Nasution Thia Thania Aldine Tri Inda Fadhila Rahma Zerimah Afgani Hasibuan