Pendampingan Branding UMKM dalam Rangka Pendirian Usaha Mandiri di Desa Donomulyo Kabupaten Malang

  • Ayuningrum A
  • Srinanda D
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Abstract

Abstract: The contribution of MSMEs to the Indonesian economy is 97 percent of the total workforce of 60.4 percent. This means that MSMEs have a big influence in providing state revenue. However, many of the MSME actors have difficulty with changing people's lifestyles today. Changes in lifestyle make MSME actors have to have new strategies in introducing products to the wider community. As a result of the Covid-19 pandemic, changes in people's lifestyles can be seen from the increasing number of users of technology services. With the change in lifestyle, MSME actors must utilize technology so that products can be recognized by the wider community and can attract consumer confidence. The thing that must be done by MSME actors by utilizing technological developments is product branding through several platforms such as social media applications and e-commerce applications. The results of interviews and observations show that many MSME actors in Donomulyo Village do not understand the importance of branding and how branding works for business actors. So that our group conducted a branding seminar to increase the knowledge of MSME actors in Donomulyo Village. Abstrak: Kontribusi UMKM terhadap perekonomian Indonesia sebesar 97 persen dari total tenaga kerja 60,4 persen. Artinya UMKM memiliki pengaruh besar dalam memberikan pendapatan negara. Namun, banyak dari pelaku UMKM mengalami kesulitan terhadap perubahan gaya hidup masyarakat saat ini. Perubahan gaya hidup membuat para pelaku UMKM harus memiliki strategi baru dalam mengenalkan produk kepada masyarakat luas. Akibat dari adanya pandemi Covid 19 perubahan gaya hidup masyarakat terlihat dari meningkatnya jumlah pengguna layanan teknologi. Dengan adanya perubahan gaya hidup, pelaku UMKM harus memanfaatkan teknologi agar produk dapat dikenal oleh masyarakat luas dan dapat menarik keyakinan konsumen. Hal yang wajib dilakukan oleh pelaku UMKM dengan memanfaatkan perkembangan teknologi yaitu branding produk melalui beberapa platform seperti aplikasi social media dan aplikasi e-commerce. Hasil wawancara dan observasi menunjukkan banyak pelaku UMKM di Desa Donomulyo yang belum memahami pentingnya branding dan cara kerja branding bagi pelaku usaha. Sehingga kelompok kami melakukan kegiatan seminar branding untuk meningkatkan pengetahuan pelaku UMKM di Desa Donomulyo.

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CITATION STYLE

APA

Ayuningrum, A. N., & Srinanda, D. A. (2021). Pendampingan Branding UMKM dalam Rangka Pendirian Usaha Mandiri di Desa Donomulyo Kabupaten Malang. Jurnal Pembelajaran, Bimbingan, Dan Pengelolaan Pendidikan, 1(12), 948–952. https://doi.org/10.17977/um065v1i122021p948-952

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