Implementasi Branding Produk UMKM Desa Tumpakrejo Guna Meningkatkan Nilai Jual Produk
Abstract
Pandemi Covid-19 menjadi sebuah krisis baru bagi setiap negara dan berdampak pada sektor ekonomi pada seluruh lapisan masyarakat. Salah satu daerah terdampak pada sektor ekonomi khususnya perdagangan yaitu Desa Tumpakrejo, Kecamatan Gedangan, Kabupaten Malang. Sumber daya alam yang melimpah menjadikan sebagian warga di Desa Tumpakrejo bermata pencaharian sebagai pelaku usaha industry rumah tangga atau UMKM. Bagaimanapun, penerapan kebijakan pembatasan sosial masyarakat menyebabkan turunnya tingkat perekonomian di Desa Tumpakrejo akibat dari aktivitas jual beli antara konsumen dan pedagang menurun. Kegiatan ini bertujuan untuk meningkatkan produksi dan perekonomian masyarakat lokal dengan melakukan kegiatan branding produk-produk industri rumah tangga dan UMKM. Secara rinci, program kegiatan ini meliputi analisis situasi, branding dengan pembuatan banner dan logo berupa stiker produk, pemberian edukasi seputar penjualan dan daya saing produksi serta membantu memasarkan produk melalui platform media sosial. Hasil pelaksanaan kegiatan ini mampu mendukung produsen dalam meningkatkan nilai jual dan memiliki identitas produk serta promosi yang lebih kuat untuk bersaing dengan produk lainnya di luar Desa Tumpakrejo. Respon produsen dan konsumen terkait hasil branding produk sangat baik dan produsen akan menggunakan sticker brand yang telah didesain untuk diaplikasikan terhadap produknya.
Kata kunci— Pembangunan ekonomi lokal, Branding produk, Strategi pemasaran, Sektor perekonomian desa
Abstract
The Covid-19 pandemic has raised a new crisis for every country and it has an impact on the economic sector at all levels of society. One of the areas affected by the economic sector, especially trade, is Tumpakrejo Village, Gedangan District, Malang Regency, Indonesia. Abundant natural resources make some residents in Tumpakrejo Village a livelihood as home industry business actors or SMEs. However, the implementation of the community social restriction policy caused a decrease in the level of the economy in Tumpakrejo Village as a result of declining buying and selling activities between consumers and traders. This community service aims to increase the production and economy of the local community by carrying out branding activities for home industry products and SMEs. In detail, this activity program includes situation analysis, branding by making banners and logos in the form of product stickers, providing education about sales and production competitiveness and helping to market products through social media platforms. The results of the implementation of this activity can support producers in increasing selling value and have a stronger product identity and promotion to compete with other products outside Tumpakrejo Village. The response of producers and consumers regarding the results of product branding is remarkable and producers will involve brand stickers that have been designed to be applied to their products.
Keywords— Local economic development, Product branding, Marketing strategy, Rural economic sector
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DOI: http://dx.doi.org/10.17977/um045v5i2p91-95
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