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All Journal snimed Seminar Nasional Aplikasi Teknologi Informasi (SNATI) E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Jurnal E-Komtek Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi (JIMAT UMMI) Jurnal Syntax Fusion : Jurnal Nasional Indonesia Jurnal Pengabdian Masyarakat (ABDIRA) KESANS : International Journal of Health and Science International Journal of Humanities Education and Social Sciences INTERNATIONAL JOURNAL OF MECHANICAL COMPUTATIONAL AND MANUFACTURING RESEARCH Jurnal Pijar : Studi Manajemen dan Bisnis International Journal of Multidisciplinary Sciences and Arts TGO Journal of Community Development Jurnal Intelek Dan Cendikiawan Nusantara Technologia Journal Jurnal Ilmiah Ilmu Komputer dan Teknologi Informasi (JIKOMTI)
Muchsam, Yoki
Universitas Sains Indonesia
Aerospace Engineering Arts Humanities Automotive Engineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Transformasi Digital dalam Strategi Branding UMKM Lokal: Studi Kasus Dodol Betawi di Kabupaten Bekasi Sandi Yuda, Mulfi; Afrizal Maulana, Mochamad; Muchsam, Yoki; Wahyu Akbar, Tri Sanatha; Raspati, Galih
Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi Vol. 6 No. 3 (2025): Nopember
Publisher : Fakultas Ekonomi Universitas Muhammadiyah Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37150/jimat.v6i3.3977

Abstract

Traditional SMEs based on local culture face significant challenges in adopting digital transformation, particularly in developing adaptive branding strategies in the digital economy era. This research addresses the urgency of bridging the digital literacy gap and cultural understanding in the marketing strategies of Betawi dodol SMEs in Bekasi Regency. The primary objective of this study is to analyse how local entrepreneurs understand, adopt, and implement digital branding within the social and cultural context of Betawi. The research methodology employs a qualitative approach with an intrinsic case study, utilising semi-structured interviews, participatory observation, and visual documentation of Betawi dodol entrepreneurs in Ceger. The research findings indicate that the digital transformation of these SMEs remains sporadic, has not been structured as a comprehensive branding strategy, and relies more on social relationships and product quality. Brand identity is built organically through consumption experiences and local cultural values. The implications of this research highlight the importance of community-based mentoring and strengthening digital branding literacy rooted in local wisdom as a strategy for sustainable SME empowerment.
Co-Authors Afrizal Maulana, Mochamad Agung Rachmat Raharja Akbar, Tri Sanatha Wahyu Alita Agustina Angga Cahya Lesmana Angga Pramudianto Bahtiar Usman Ce Gunawan Deasy Aseanty Dola Ramalinda Elian Saputri, Donna Falahah . Febrianti, Intan Rieke Fitrah Rumaisa Galih Irianto Saputro Galih Raspati Imanita Septian Rusdianti Irgi Fauzan Jayadi Jayadi Jayadi Kusumah, Raden Minda Mareta, Fazriana Mariati Tirta Wiyata Maulana, M Afrizal Mia Rahmiati Mochamad Afrizal Maulana Muhamad Rihan Hidayat Muhammad Zakaria Kautsar Mulfi Sandi Yuda R. Bagus Wahyudiono Respati, Galih Reza, Yolandita Angga Rieka Mulya Pratiwi Rinaldi Tanjung Rismawati Rismawati Rizkiana Muharam, Ilham Shandi Handrian Juhaeri Sucipto, Bambang Tezar Firmansayah Ependi Tiny Rahayu Wahyu Akbar, Tri Sanatha Willy Arafah Winarni, Riani Yohanes Argo Sudarga Yuningsih , Yuyun Yuniati Yuningsih, Yuyun Yuniati Zahafirah, Nida Salma