Strategi Rebranding pada UMKM Bandeng Presto SR di Kelurahan Tapaan Kota Pasuruan
DOI:
https://doi.org/10.30640/digital.v5i2.6551Keywords:
Competitiveness, Digital Marketing, Rebranding, Small and Medium Enterprises (SMEs), Social MediaAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a significant role in supporting regional economic development and enhancing the competitiveness of local products. However, increasing business competition and changes in consumer behavior have encouraged MSME actors to adapt by implementing more innovative marketing strategies. This study aims to analyze the marketing problems faced by Bandeng Presto SR MSME in Tapaan Village, Pasuruan City, to examine the rebranding strategies implemented, and to identify the impact of rebranding on market attractiveness. This study employed a descriptive qualitative method, with data collected through observation, interviews, and documentation. The findings indicate that the main problems faced by Bandeng Presto SR MSME include suboptimal marketing, inactive social media accounts, and an unattractive business logo that does not reflect the product identity in a modern way. The rebranding strategy was carried out through logo redesign, social media optimization, improvement of digital promotional quality, and strengthening of the product’s visual identity. The implementation of these strategies had a positive impact on market attractiveness, including increased consumer interest, broader marketing reach, and greater opportunities to increase sales. Therefore, rebranding strategies can serve as an effective approach to enhancing the competitiveness and image of MSMEs in the digital era.
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