Pengaruh Strategi Branding Terhadap Brand Awareness dan Kinerja Pemasaran UMKM di Bali

Sari, Ida Ayu Komang Tiara Pratistha
Putri, Putu Ayu Diah Widari
Widyari, Nyoman Yudha Astriayu
Sanjiwani, Putu Ari Pertiwi

EMAS
Vol. 7 No. 1 (2026): EMAS

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam mendukung perekonomian daerah Bali, khususnya pada sektor berbasis budaya lokal. Namun, keterbatasan dalam penerapan strategi branding menyebabkan rendahnya tingkat brand awareness dan kinerja pemasaran UMKM. Penelitian ini bertujuan untuk menganalisis pengaruh strategi branding terhadap brand awareness dan kinerja pemasaran UMKM di Bali. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap pelaku UMKM di beberapa wilayah di Provinsi Bali. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan regresi linier berganda. Hasil penelitian diharapkan dapat memberikan bukti empiris bahwa strategi branding berpengaruh positif dan signifikan terhadap brand awareness dan kinerja pemasaran UMKM. Temuan penelitian ini diharapkan dapat menjadi dasar rekomendasi bagi pelaku UMKM dan pemangku kepentingan dalam merumuskan strategi penguatan merek berbasis kearifan lokal guna meningkatkan daya saing UMKM di Bali.   Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting the regional economy of Bali, particularly in sectors based on local culture. However, limitations in implementing effective branding strategies have resulted in low levels of brand awareness and marketing performance among MSMEs. This study aims to analyze the effect of branding strategies on brand awareness and marketing performance of MSMEs in Bali. This research employs a quantitative approach using a survey method involving MSME owners in several regions of Bali Province. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression analysis. The findings are expected to provide empirical evidence that branding strategies have a positive and significant effect on brand awareness and marketing performance. The results of this study are expected to serve as a reference for MSME practitioners and policymakers in formulating branding strategies based on local wisdom to enhance the competitiveness of MSMEs in Bali.