BRAND STRATEGI MELALUI DIGITAL MARKETING (Studi Pada Produk UMKM Sasirangan Kota Banjarmasin)
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Institusion
Universitas Islam Kalimantan M A B Banjarmasin
Author
Arifin, Ridho
Subject
H Social Sciences (General)
Datestamp
2026-08-15 03:50:10
Abstract :
ABSTRAK\r\n \r\nRidho Arifin, NPM: 2209020027, Brand Strategi Melalui Digital Marketing (Studi Produk Umkm Sasirangan Kota Banjarmasin), H. Mohammad Zainul, dan Hj. Dwi Wahyu Artiningsih \r\n \r\nPerkembangan Produk UMKM Sasirangan Kota Banjarmasin saat ini sangat signifikan dan strategis sebagai salah satu pelaksanaan usaha kecil dan menengah, dan dapat menunjang program pemerintah kota Banjarmasin terutama pada pelestarian kain tradisional khas Banjar, yakni kain sasirangan. \r\nPenelitian ini bertujuan menganalisis Brand strategi melalui digital marketing produk UMKM Sasirangan di Kota Banjarmasin, juga menganalisis Model Strategi Digital Marketing Produk UMKM Sasirangan Kota Banjarmasin, di dalam pengembangan dan kelestarian produk lokal masyarakat Banjar. \r\nPenelitian ini menggunakan kualitatif dengan pendekatan study kasus, melalui terjun langsung ke lapangan dalam menggali informasi dan pengumpulan data dari responden sebanyak 6 orang sebagai sumber data primer, Sedangkan data sekunder didapat dari informasi melalui buku Pustaka, jurnal nasional dalam mendeskripsikannya. \r\nTemuan dalam penelitian yang di dapat bahwa Brand strategi melalui digital marketing pada produk UMKM Sasirangan kota Banjarmasin, dilakukan pengrajin sekaligus pelaku UMKM sasirangan masing-masing mereka memiliki Brand strategi masing masing, sedangkan penerapan Brand Strategi melalui digital marketing yang dilakukan mereka melalui FB, Instagram (IG), dan whattApp seperti Aungerah Sasirangan, Rafi’e Sasirangan, Aisya Sasirangan, sedangkan Irma Sasirangan memiliki Web, dan Blog, namun IG dan WhattApp juga dilakukannya. Model Brand strategi ini memang tidak ada Brand komunal sebagai Brand strategi dalam memasarkan produk kain sasirangan di dalam memasarkan melalui digital marketing, karena bagi pengrajin khawatir jika ada Brand komunal dilakukan pihak pemerintah, maka para pengrajina tentunya akan dikenakan pajak dari pemerintah, dan hal ini akan mengurangi produksi pengrajin itu sendiri. \r\nHasil penelitian didapat yakni Pertama Brand Strategi melalui digital marketing produk UMKM Sasriangan Kota Banjarmasin, dilakukan oleh pengrajin sekaligis pelaku UMKM kain Sasirangan, seperti Anugrah Sasirangan, Aisya Sasirangan, Rafi’e Sasirangan, Irma sasirangan. Kedua. Penerapan Brand staretgi melalui digital marketing dilakukan melalui media digital, seperti FB, IG, WhattApp, sebagaimana yang dilakukan oleh para pengrajin kain sasirangan sekaligus pelaku UMKM Sasirangan, Namun para pengrajin kain Sasirangan mernjadikan digital marketing sebagai hal utama dalam pemasarannya, demikian juga hal Irma Sasirangan, juga melakukan pemasaran melalui digital marketing, melalui web, dan blog, FB, IG dan whattApp Bisnis, namun secara sumberdaya manusia dalam melakukan pemasaran melalui digital marketing tersebut menghadapi kendala sumber daya manusia. \r\n \r\nKata Kunci: Branding Strategi, Digital Markerting, UMKM Sasirangan \r\n\r\nABSTRACT\r\n \r\nRidho Arifin, NPM: 2209020027, Brand Strategi Melalui Digital Marketing (Studi Produk Umkm Sasirangan Kota Banjarmasin), H. Mohammad Zainul, dan Hj. Dwi Wahyu Artiningsih \r\n \r\nThe development of Banjarmasin City Sasirangan MSME Products is currently very significant and strategic as one of the implementation of small and medium businesses, and can support the Banjarmasin city government program, especially in preserving traditional Banjar cloth, namely sasirangan cloth. \r\nThis research aims to analyze Brand strategy through digital marketing of Sasirangan MSME products in Banjarmasin City, as well as analyzing the Digital Marketing Strategy Model for Sasirangan MSME Products in Banjarmasin City, in the development and preservation of local products for the Banjar community. \r\nThis research uses a qualitative case study approach, by going directly into the field to dig up information and collecting data from 6 respondents as the primary data source, while secondary data is obtained from information through the Pustaka book, a national journal in describing it. \r\nThe findings in the research were that Brand strategy through digital marketing for Sasirangan MSME products in the city of Banjarmasin, was carried out by craftsmen and Sasirangan MSME actors, each of whom had their own Brand strategy, while the implementation of Brand strategy through digital marketing was carried out by them via FB, Instagram ( IG), and WhatsApp such as Aungerah Sasirangan, Rafi\'e Sasirangan, Aisya Sasirangan, while Irma Sasirangan has a website and blog, but she also does IG and WhatsApp. In this Brand strategy model, there is no communal Brand as a strategy Brand in marketing sasirangan cloth products in marketing through digital marketing, because the craftsmen are worried that if there is a communal Brand carried out by the government, then the craftsmen will of course be subject to taxes from the government, and this will reduce the production of craftsmen themselves. \r\nThe research results obtained were the first Brand strategy through digital marketing of Sasriangan MSME products in Banjarmasin City, carried out by craftsmen and Sasirangan fabric MSME actors, such as Anugrah Sasirangan, Aisya Sasirangan, Rafi\'e Sasirangan, Irma Sasirangan. Second. The application of Brand strategy through digital marketing is carried out through digital media, such as FB, IG, WhatsApp, as is done by Sasirangan cloth craftsmen as well as Sasirangan MSMEs. However, Sasirangan cloth craftsmen make digital marketing the main thing in their marketing, as is the case with Irma Sasirangan. , also carries out marketing through digital marketing, via the web, and blogs, FB, IG and WhatsApp Business, but in terms of human resources in handling marketing through digital marketing, they face human resource constraints. \r\n \r\nKeywords: Branding Strategy, Digital Marketing, Sasirangan MSMEs
ABSTRAK\r\n \r\nRidho Arifin, NPM: 2209020027, Brand Strategi Melalui Digital Marketing (Studi Produk Umkm Sasirangan Kota Banjarmasin), H. Mohammad Zainul, dan Hj. Dwi Wahyu Artiningsih \r\n \r\nPerkembangan Produk UMKM Sasirangan Kota Banjarmasin saat ini sangat signifikan dan strategis sebagai salah satu pelaksanaan usaha kecil dan menengah, dan dapat menunjang program pemerintah kota Banjarmasin terutama pada pelestarian kain tradisional khas Banjar, yakni kain sasirangan. \r\nPenelitian ini bertujuan menganalisis Brand strategi melalui digital marketing produk UMKM Sasirangan di Kota Banjarmasin, juga menganalisis Model Strategi Digital Marketing Produk UMKM Sasirangan Kota Banjarmasin, di dalam pengembangan dan kelestarian produk lokal masyarakat Banjar. \r\nPenelitian ini menggunakan kualitatif dengan pendekatan study kasus, melalui terjun langsung ke lapangan dalam menggali informasi dan pengumpulan data dari responden sebanyak 6 orang sebagai sumber data primer, Sedangkan data sekunder didapat dari informasi melalui buku Pustaka, jurnal nasional dalam mendeskripsikannya. \r\nTemuan dalam penelitian yang di dapat bahwa Brand strategi melalui digital marketing pada produk UMKM Sasirangan kota Banjarmasin, dilakukan pengrajin sekaligus pelaku UMKM sasirangan masing-masing mereka memiliki Brand strategi masing masing, sedangkan penerapan Brand Strategi melalui digital marketing yang dilakukan mereka melalui FB, Instagram (IG), dan whattApp seperti Aungerah Sasirangan, Rafi’e Sasirangan, Aisya Sasirangan, sedangkan Irma Sasirangan memiliki Web, dan Blog, namun IG dan WhattApp juga dilakukannya. Model Brand strategi ini memang tidak ada Brand komunal sebagai Brand strategi dalam memasarkan produk kain sasirangan di dalam memasarkan melalui digital marketing, karena bagi pengrajin khawatir jika ada Brand komunal dilakukan pihak pemerintah, maka para pengrajina tentunya akan dikenakan pajak dari pemerintah, dan hal ini akan mengurangi produksi pengrajin itu sendiri. \r\nHasil penelitian didapat yakni Pertama Brand Strategi melalui digital marketing produk UMKM Sasriangan Kota Banjarmasin, dilakukan oleh pengrajin sekaligis pelaku UMKM kain Sasirangan, seperti Anugrah Sasirangan, Aisya Sasirangan, Rafi’e Sasirangan, Irma sasirangan. Kedua. Penerapan Brand staretgi melalui digital marketing dilakukan melalui media digital, seperti FB, IG, WhattApp, sebagaimana yang dilakukan oleh para pengrajin kain sasirangan sekaligus pelaku UMKM Sasirangan, Namun para pengrajin kain Sasirangan mernjadikan digital marketing sebagai hal utama dalam pemasarannya, demikian juga hal Irma Sasirangan, juga melakukan pemasaran melalui digital marketing, melalui web, dan blog, FB, IG dan whattApp Bisnis, namun secara sumberdaya manusia dalam melakukan pemasaran melalui digital marketing tersebut menghadapi kendala sumber daya manusia. \r\n \r\nKata Kunci: Branding Strategi, Digital Markerting, UMKM Sasirangan \r\n\r\nABSTRACT\r\n \r\nRidho Arifin, NPM: 2209020027, Brand Strategi Melalui Digital Marketing (Studi Produk Umkm Sasirangan Kota Banjarmasin), H. Mohammad Zainul, dan Hj. Dwi Wahyu Artiningsih \r\n \r\nThe development of Banjarmasin City Sasirangan MSME Products is currently very significant and strategic as one of the implementation of small and medium businesses, and can support the Banjarmasin city government program, especially in preserving traditional Banjar cloth, namely sasirangan cloth. \r\nThis research aims to analyze Brand strategy through digital marketing of Sasirangan MSME products in Banjarmasin City, as well as analyzing the Digital Marketing Strategy Model for Sasirangan MSME Products in Banjarmasin City, in the development and preservation of local products for the Banjar community. \r\nThis research uses a qualitative case study approach, by going directly into the field to dig up information and collecting data from 6 respondents as the primary data source, while secondary data is obtained from information through the Pustaka book, a national journal in describing it. \r\nThe findings in the research were that Brand strategy through digital marketing for Sasirangan MSME products in the city of Banjarmasin, was carried out by craftsmen and Sasirangan MSME actors, each of whom had their own Brand strategy, while the implementation of Brand strategy through digital marketing was carried out by them via FB, Instagram ( IG), and WhatsApp such as Aungerah Sasirangan, Rafi\'e Sasirangan, Aisya Sasirangan, while Irma Sasirangan has a website and blog, but she also does IG and WhatsApp. In this Brand strategy model, there is no communal Brand as a strategy Brand in marketing sasirangan cloth products in marketing through digital marketing, because the craftsmen are worried that if there is a communal Brand carried out by the government, then the craftsmen will of course be subject to taxes from the government, and this will reduce the production of craftsmen themselves. \r\nThe research results obtained were the first Brand strategy through digital marketing of Sasriangan MSME products in Banjarmasin City, carried out by craftsmen and Sasirangan fabric MSME actors, such as Anugrah Sasirangan, Aisya Sasirangan, Rafi\'e Sasirangan, Irma Sasirangan. Second. The application of Brand strategy through digital marketing is carried out through digital media, such as FB, IG, WhatsApp, as is done by Sasirangan cloth craftsmen as well as Sasirangan MSMEs. However, Sasirangan cloth craftsmen make digital marketing the main thing in their marketing, as is the case with Irma Sasirangan. , also carries out marketing through digital marketing, via the web, and blogs, FB, IG and WhatsApp Business, but in terms of human resources in handling marketing through digital marketing, they face human resource constraints. \r\n \r\nKeywords: Branding Strategy, Digital Marketing, Sasirangan MSMEs
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