Pengembangan Model Digital Branding dan Agribisnis Berbasis Kreatif pada Usaha Kecil Menengah di Desa Singolangu
Keywords:
Digital Branding, Creative Agribusiness, Smes, Digital Marketing, Village EconomyAbstract
Berikut adalah penulisan ulang abstrak kesembilan Anda dalam format narasi satu paragraf utuh (tanpa sub-bab/label), disajikan dalam versi Bahasa Inggris dan Bahasa Indonesia lengkap dengan Keywords:
English VersionAbstract This study aims to develop a digital branding and creative agribusiness model for Small and Medium Enterprises (SMEs) in Singolangu Village. The research was motivated by the low utilization of digital technology in SME marketing activities and the limited innovation in product branding and creative agribusiness development. This study used a mixed method approach with Research and Development (R&D) design. Data collection techniques included observation, interviews, questionnaires, documentation, and Focus Group Discussion (FGD). The research subjects consisted of SME actors engaged in agribusiness and creative economy sectors in Singolangu Village. Data analysis used qualitative descriptive analysis and quantitative descriptive statistics. The findings indicated that most SMEs still relied on conventional marketing systems and had not implemented digital branding optimally. The developed model consisted of visual identity development, social media utilization, creative packaging design, digital content creation, and online marketing strategies. The implementation of the model showed positive impacts on brand awareness, digital marketing capability, and product competitiveness. This research contributes theoretically to the development of digital marketing and creative agribusiness studies while practically supporting rural economic development through digital transformation of SMEs.
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