Arie Rachmat, Vivi Anggraini, Arifa Husna Amalia, Shafa Vania Putri

Strengthening Branding and Digital Marketing in Presto Balap Milkfish MSMEs as an Effort to Increase Product Added Value

Introduction

Strengthening branding and digital marketing in presto balap milkfish msmes as an effort to increase product added value. Boost Presto Balap Milkfish MSMEs: Strengthen digital branding & marketing, from professional logos to QRIS. Increase product added value, market reach, and consumer trust effectively.

Abstract

Guidelines Digital transformation in the micro, small, and medium enterprises (MSMEs) sector is a strategic need in facing market competition in the digital economy era. However, there are still many MSMEs that are not able to utilize digital technology optimally, especially in branding and marketing aspects. This study aims to analyze the strengthening of branding and digital marketing in Presto Noah Milkfish MSMEs in Mendiro Hamlet, Ngawi Regency, as an effort to increase product added value. This study uses a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. Mentoring activities are focused on creating and managing marketplace accounts, mapping business locations through Google Business Profile, preparing Cost of Production (HPP), packaging innovations using the vacuum packaging system, and implementing the QRIS digital payment system. The results of the study show that strengthening brand identity through more professional logos and packaging, as well as the use of digital marketing, is able to increase business visibility, expand market reach, and strengthen consumer trust in products. In addition, marketing digitalization also encourages the increase of digital literacy of business actors and supports the sustainability of MSMEs based on local potential. This study concludes that digital branding and marketing are effective strategies in increasing product added value and the competitiveness of MSMEs in the midst of digital economy dynamics.

Review

This study addresses a highly pertinent issue concerning the digital transformation of Micro, Small, and Medium Enterprises (MSMEs), specifically focusing on Presto Balap Milkfish MSMEs in Ngawi Regency. The title and abstract clearly delineate the study's objective: to analyze the impact of strengthening branding and digital marketing efforts on increasing product added value. The chosen descriptive qualitative approach, coupled with hands-on mentoring activities, provides a practical and grounded methodology for understanding the challenges and opportunities faced by local MSMEs in adopting digital strategies. The premise that many MSMEs struggle with optimal digital technology utilization is well-established, making this research particularly relevant for policymakers, support organizations, and MSME practitioners. A significant strength of this work lies in its detailed description of the practical interventions implemented. The mentoring activities, ranging from creating and managing marketplace accounts and optimizing Google Business Profiles to introducing innovative packaging (vacuum packaging), calculating Cost of Production (HPP), and implementing QRIS, demonstrate a comprehensive approach to digital enablement. The abstract effectively highlights the positive outcomes, including enhanced business visibility, expanded market reach, and strengthened consumer trust. Furthermore, the reported increase in digital literacy among business actors and the contribution to MSME sustainability based on local potential underscore the broader societal and economic benefits derived from these targeted interventions. While the abstract provides a compelling case for the effectiveness of digital branding and marketing, a deeper dive into the precise metrics used to quantify "product added value" and "competitiveness" would further solidify the claims in the full paper. Given its focus on a single MSME, the generalizability of the findings could be discussed more thoroughly, perhaps by positioning it as a foundational case study for broader replication. Nevertheless, this study makes a valuable contribution to the literature on MSME development and digital transformation, offering actionable insights for fostering economic resilience and growth in the digital era. The findings strongly suggest that such targeted interventions are indeed effective strategies for enhancing MSME competitiveness.

Full Text

Comments

You need to be logged in to post a comment.