Pembentukan Brand Awareness UMKM Kripik Pisang Untuk Meningkan Penjualan melalui Media Sosial Di Desa Gondosuli dalam Perspektif Ekonomi Syariah
DOI:
https://doi.org/10.59944/jipsi.v5i3.975Keywords:
Brand Awareness, Rural Micro- Enterprises, Social MediaAbstract
This study aims to explore the strategies used by banana chip MSMEs in Gondosuli Village to strengthen brand awareness through social media while preserving local socio-cultural values. A descriptive qualitative approach with a case study design was employed. Data were collected through in-depth interviews with ten key informants consisting of MSME owners, consumers, and village officials, supported by participant observation on WhatsApp Business and TikTok, as well as documentation of digital content and product packaging. The findings reveal three main branding strategies: utilizing social media for local product storytelling, integrating cultural symbols and local language into digital content, and promoting community collaboration in disseminating brand messages. These strategies enhance consumers’ emotional attachment while preserving local cultural identity in the digital environment. From the perspective of Islamic economics, digital marketing should uphold the principles of honesty, trustworthiness, transparency, and fairness. The novelty of this study lies in integrating local cultural values into social media-based branding strategies, providing practical implications for strengthening MSME competitiveness, expanding market reach, and supporting community-based economic empowerment through culturally rooted digital marketing.
References
Abadi Sanosra, Dimas Herliandis Shodiqin, A. G. (2025). Jurnal Abdi Insani. Jurnal Abdi Insani, 12(3), 1239–1247. Https://Doi.Org///Doi.Org/10.29303/Abdiinsani.V9i2.566
Adriati, R. N., & Wititan, T. (2022). Digital Marketing Public Relations Lorong Temu Coffee And Eatery Di Masa Pandemik Covid-19. Bandung Conference Series: Public Relations, 2(2), 360–365.
Ardhanari, M., & Nugrohadi, G. E. (2022). Pendampingan Packaging Dan Branding Pada Umkm Produk Khas Olahan Hasil Laut Di Kelurahan Sukolilo Baru–Kenjeran, Surabaya. Jurnal Pengabdian Masyarakat Applied, 1(1), 18.
Azzahra, N. F., & Chaerowati, D. L. (2022). Strategi Komunikasi Pemasaran Digital. Bandung Conference Series: Communication Management, 2(2), 472–479.
Bayu, B., & Wusurwut, F. Z. (2022). Peningkatan Omset Hasil Tani: Strategi Pemasaran Dan Pengolahan Pisang Menjadi Keripik Dalam Meningkatkan Pendapatan Masyarakat Di Ohoi Maar Kabupaten Maluku Tenggara. Dharma Pengabdian Perguruan Tinggi (Depati), 2(2), 99–103. Https://Doi.Org/10.33019/Depati.V2i2.3515
Bayu, B., Wusurwut, F. Z., Abadi Sanosra, Dimas Herliandis Shodiqin, A. G., Sinaga, D.
C., Marpaung, H., Sitompul, S. S., Maharani, A. J., Setiawati, S. D., Sadyk, D., Islam,
D. M. Z., Metris, D., Kraugusteeliana, K., Amory, J. D. S., Mustafa, F., Risdwiyanto,
A., Dyatmika, S. W., Suyanto, B., Setijaningrum, E., Setioningtyas, W. P., … Aditya Nata Widigda. (2024). Penggunaan Bahasa Tradisional Dalam Media Sosial: Representasi Kearifan Lokal Dalam Era Digital. Social Economics And Ecology
International Journal (Seeij), 2(2), 112–127. Https://Doi.Org/10.32523/2079-620x-
-2-112-127
Braun, V., & Clarke, V. (2006). Using Thematic Analysis In Psychology. Qualitative Research In Psychology, 3(2), 77–101.
Geertz, C. (2008). Local Knowledge: Further Essays In Interpretive Anthropology. Basic Books.
Hendrawan, R. A., Nurkasanah, I., Syahrial, A. A. G., Rachman, A. P., Sulaiman, M. Y.,
Halim, J. P., Devara, R. A., Suryani, E., Wibisono, A., & Tyasnurita, R. (2023). Website Urun Daya Untuk Meningkatkan Product Knowledge Pada Konsumen Umkm Sentra Oleh–Oleh Khas Daerah. Sewagati, 7(3), 319–331.
Hofstede, G. (2001). Culture’s Consequences: Comparing Values, Behaviors, Institutions And Organizations Across Nations. Sage Publications.
Husriadi, M. (2024). Brand Awareness Strategy As A Communication
Media In Increasing Msmes Product Sales. Journal Of Finance,
Economics And Business, 3(2), 42–50. Https://Doi.Org/10.59827/Jfeb.V3i2.190
Juniarti, R. P. (2020). Wirausaha Perempuan Pemula Di Bidang Kuliner
Menggunakan Teknologi: Dampak Dan Berkah Covid-19.
Indonesian Journal Of Economics, Entrepreneurship, And Innovation, 1(2), 69–74.
Kaplan, A. M., & Haenlein, M. (2010). Users Of The World, Unite! The Challenges And Opportunities Of Social Media. Business Horizons, 53(1). Https://Doi.Org/10.1016/J.Bushor.2009.09.003
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2010). Strategic Brand Management:
Building, Measuring, And Managing Brand Equity. Pearson Education India.
Kistyanto, A., Hartono, U., Fathoni, F., Isbanah, Y., & Paramita, R. A. S. (2022). Mewujudkan Umkm Mandiri Melalui Integrated Online Marketing Di Desa Punggul Sidoarjo. Journal Of Social Responsibility Projects By Higher Education Forum, 3(2), 155–161.
Kotler, P., Armstrong, G., & Armstrong, G. M. (2010). Principles Of Marketing. Pearson Education India.
Kotler, P., & Keller, K. L. (2009). Marketing Management (13th Ed.). Pearson Education.
Maharani, A. J., & Setiawati, S. D. (2023). The Use Of Storytelling In Digital Marketing Of Women Smes. Asian Journal Of Engineering, Social And Health, 2(11), 1511–1520. Https://Doi.Org/10.46799/Ajesh.V2i11.177
Mangold, W. G., & Faulds, D. J. (2009). Social Media: The New Hybrid Element Of The Promotion Mix. Business Horizons, 52(4), 357–365.
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. Sage.
Patria, L. (2023). Storytelling As A Marketing Communication Strategy For “Primadonafood” Bekasi. Social Economics And Ecology International Journal (Seeij), 6(1), 55–
Https://Doi.Org/10.21512/Seeij.V6i1.9318
Purwantini, A. H., & Anisa, F. (2018). Analisis Penggunaan Media Sosial Bagi Ukm Dan Dampaknya Terhadap Kinerja. Prosiding University Research Colloquium, 304–314.
Putra, A. C., Kovaldo, C., Hendrata, G. P., Wijaya, H. A., Aurelia, J., Yovian, V., & Subagyo, E. E. (2020). Analisis Faktor Dan Penerapan Metode Perkembangan Usaha Mikro Kecil Menengah: Usaha Camilan Olahan Jamur. Jurnal Pemberdayaan Masyarakat, 2(2), 188–219.
Sadyk, D., & Islam, D. M. Z. (2023). Theoretical Background For Social Media Marketing Research: An Example Of Value Co-Creation Theory Application. Economic Series Of The Bulletin Of The L N Gumilyov Enu, 2, 112–127. Https://Doi.Org/10.32523/2079620x-2021-2-112-127
Safitri, H. F. D., & Sari, Y. P. (2021). Tourism Branding Strategy In The Era Of The Covid19 Pandemic (Sebangkong Valley Swimming Pool Tour, Tempursari Village Candimulyo Magelang). Prosiding University Research Colloquium, 170–182.
Santoso, A., Novitasari, L., & Susanti, I. (2021). Penggunaan Kekayaan Kearifan Lokal Sebagai Strategi Branding Bagi Umkm Di Kabupaten Pidie. Prosiding Seminar Nasional Lppm Ump, 440–446.
Sinaga, D. C., Marpaung, H., & Sitompul, S. S. (2024). Use Of E-Marketing Tools As Marketing Efforts For Msme Products In Hariara Pohan Tourist Village, Samosir Regency, North Sumatra Province. Jurnal Ilmiah Global Education, 5(2), 1423–1431. Https://Doi.Org/10.55681/Jige.V5i2.2673
Syaifuddin, A. A., & Al-Fiyah, T. (2022). Implementasi Intergrated Marketing Communication Dalam Menunjang Pemasaran Dan Brand Equity Bmt Mandiri Artha Sejahtera Jawa Timur. Juornal Of Economics And Policy Studies, 3(2), 37–51.
Wulandari, D., Nurhayati, N., & Subagio, A. (2022). Implementasi Literasi Serta Inovasi Pemasaran Pada Usaha Mikro Kecil Dan Menengah. Jurnal Pengabdian Masyarakat Ilmu Pendidikan, 1(02).
Abadi Sanosra, Dimas Herliandis Shodiqin, A. G. (2025). Jurnal Abdi Insani. Jurnal Abdi Insani, 12(3), 1239–1247. Https://Doi.Org///Doi.Org/10.29303/Abdiinsani.V9i2.566
Bayu, B., & Wusurwut, F. Z. (2022). Peningkatan Omset Hasil Tani: Strategi Pemasaran Dan Pengolahan Pisang Menjadi Keripik Dalam Meningkatkan Pendapatan Masyarakat Di Ohoi Maar Kabupaten Maluku Tenggara. Dharma Pengabdian Perguruan Tinggi (Depati), 2(2), 99–103. Https://Doi.Org/10.33019/Depati.V2i2.3515
Bayu, B., Wusurwut, F. Z., Abadi Sanosra, Dimas Herliandis Shodiqin, A. G., Sinaga, D.
C., Marpaung, H., Sitompul, S. S., Maharani, A. J., Setiawati, S. D., Sadyk, D., Islam,
D. M. Z., Metris, D., Kraugusteeliana, K., Amory, J. D. S., Mustafa, F., Risdwiyanto,
A., Dyatmika, S. W., Suyanto, B., Setijaningrum, E., Setioningtyas, W. P., … Aditya Nata Widigda. (2024). Penggunaan Bahasa Tradisional Dalam Media Sosial: Representasi Kearifan Lokal Dalam Era Digital. Social Economics And Ecology
International Journal (Seeij), 2(2), 112–127. Https://Doi.Org/10.32523/2079-620x-
-2-112-127
Dyatmika, S. W., Suyanto, B., Setijaningrum, E., & Setioningtyas, W. P. (2024). Redefining Surabaya’s Msmes Landscape: Unleashing Digital Virality For Sustainable Growth. Economics, Business, Accounting & Society Review, 3(3), 197–207. Https://Doi.Org/10.55980/Ebasr.V3i3.137
Husriadi, M. (2024). Brand Awareness Strategy As A Communication Media In Increasing Msmes Product Sales. Journal Of Finance,
Economics And Business, 3(2), 42–50. Https://Doi.Org/10.59827/Jfeb.V3i2.190
Maharani, A. J., & Setiawati, S. D. (2023). The Use Of Storytelling In Digital Marketing Of Women Smes. Asian Journal Of Engineering, Social And Health, 2(11), 1511–1520.
Https://Doi.Org/10.46799/Ajesh.V2i11.177
Metris, D., Kraugusteeliana, K., Amory, J. D. S., Mustafa, F., & Risdwiyanto, A. (2024).
The Influence Of Community Support On The Sustainability Of Msmes In The Digital Era. Jurnal Terobosan Peduli Masyarakat (Tirakat), 1(1), 21–29. Https://Doi.Org/10.61100/J.Tirakat.V1i1.102
Patria, L. (2023). Storytelling As A Marketing Communication Strategy For “Primadonafood” Bekasi. Social Economics And Ecology International Journal (Seeij), 6(1), 55–
Https://Doi.Org/10.21512/Seeij.V6i1.9318
Sadyk, D., & Islam, D. M. Z. (2023). Theoretical Background For Social Media Marketing Research: An Example Of Value Co-Creation Theory Application. Economic Series Of The Bulletin Of The L N Gumilyov Enu, 2, 112–127. Https://Doi.Org/10.32523/2079-
x-2021-2-112-127
Sinaga, D. C., Marpaung, H., & Sitompul, S. S. (2024). Use Of E-Marketing Tools As Marketing Efforts For Msme Products In Hariara Pohan Tourist Village, Samosir Regency, North Sumatra Province. Jurnal Ilmiah Global Education, 5(2), 1423–1431. Https://Doi.Org/10.55681/Jige.V5i2.2673
