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All Journal Algebra : Jurnal Pendidikan Sosial dan Sains
Jeane Agretta Mandalika
Universitas Islam Negeri Sumatera Utara
Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Physics 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 Dian Novita Dinata Fitra Ardiansyah Ikhwan Rinaldi Lubis Nurbaiti