Strategi Branding Pemasaran UMKM Batik LAZARUS Jember dalam Mempertahankan Eksistensi Pasar Lokal

Supangat, Alfian
Kamila, Siti Nur
Ulhaq, Fahim Dhiya
Aziz, Abd. Rijalul
Silvia, Silvia
Farkhansa, Sulthon
Muzayyanah, Titik
Rizal, M. Saiful
Wulandari, Ria
Pribadi, Adhelia Nanda
Muzayyin, Muzayyin

Journal of Health, Education, Economics, Science, and Technology (J-HEST)
Vol. 7 No. 2 (2025): Journal of Health, Education, Economics, Science, and Technology

This research aims to examine the branding strategy implemented by UMKM Batik LAZARUS Jember in maintaining its existence in the local market. This research approach is descriptive qualitative with data collection techniques through observation, in-depth interviews and documentation. Informants were selected purposively, including MSME owners, employees and regular customers. Data analysis uses the Miles and Huberman interactive model which includes data reduction, data presentation, and drawing conclusions. The research results show that the branding strategy used includes visual consistency of brand identity, collaboration with local influencers, and active participation in community events. This strategy has been proven to increase brand awareness and consumer loyalty, as well as strengthen the position of MSMEs in the increasingly competitive local market.