STRATEGI REBRANDING UMKM KERIPIK DESA CELAWAN DALAM MEMPERKUAT PERAN MEDIA DIGITAL UNTUK MENINGKATKAN DAYA SAING DI ERA DIGITAL: Strategi Rebranding UMKM Desa Celawan dalam Memperkuat Peran Media Digital Untuk Meningkatkan Daya Saing di Era Digital

Ratih Silviany; Putri Ahmarani; Nurul Syafriani; Zahratul Idam

Penulis

Ratih Silviany Department Manajement, Economic Faculty, Islamic University Of North Sumatra, Nort Sumatra
Putri Department Manajement, Economic Faculty, Islamic University Of North Sumatra, Nort Sumatra
Nurul Department Manajement, Economic Faculty, Islamic University Of North Sumatra, Nort Sumatra
Zahratul Idam Department Manajement, Economic Faculty, Islamic University Of North Sumatra, Nort Sumatra

Kata Kunci:

Compotitiveness, Digital Marketing, Micro Enterprise, MSME, Rebranding Strategy

Abstrak

Kajian ini berangkat dari kebutuhan UMKM Keripik Desa Celawan untuk meningkatkan daya saing melalui penguatan identitas merek dan pemanfaatan media digital yang lebih terarah. Transformasi digital membuka peluang pemasaran yang lebih luas, namun belum seluruh pelaku UMKM mampu menavigasi perubahan tersebut karena keterbatasan strategi promosi dan belum optimalnya penggunaan teknologi. Kajian ini bertujuan untuk merumuskan strategi rebranding yang aplikatif sekaligus menilai efektivitas pemanfaatan media digital dalam memperkuat visibilitas produk keripik lokal. Penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi lapangan dan wawancara mendalam terhadap pemilik usaha serta satu karyawan yang terlibat langsung dalam proses produksi dan pemasaran. Melalui analisis tematik, penelitian menemukan tiga temuan utama: pertama, rebranding terbukti memperkuat citra produk melalui perbaikan kemasan dan konsistensi identitas visual; kedua, penggunaan media digital termasuk media sosial dan Google Maps location meningkatkan aksesibilitas produk sekaligus memperluas cakupan konsumen; ketiga, pendampingan intensif mampu meningkatkan literasi digital pelaku usaha sehingga mereka lebih siap mengelola promosi secara mandiri. Secara keseluruhan, kajian ini menegaskan bahwa integrasi rebranding dan pemasaran digital bukan hanya meningkatkan visibilitas produk, tetapi juga memperkuat keberlanjutan usaha mikro berbasis desa.

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