PENGUATAN PEMASARAN PRODUK UMKM ASHFA MADU BOROBUDUR MELALUI STRATEGI PRODUCT BRANDING

Ardhin Primadewi, Tulkhah Mubasyir Anwar, Yustin Yustin, Afan Hafara Sani, Miftakhul Fauzi

Abstract


Usaha Mikro Kecil dan Menengah (UMKM) sejak tahun 1997 hingga saat ini berdiri kokoh di Indonesia. Dalam perkembangan UMKM di Indonesia, perlu inovasi dan strategi dalam pemasaran produk untuk mencapai keberhasilan dan kestabilan UMKM dalam menghadapi Revolusi Industri 4.0. Ashfa Madu Borobudur sebagai UMKM peternak lebah dan penghasil madu yang terletak di Desa Wisata Tanjungsari, Kecamatan Borobudur, Kabupaten Magelang, Provinsi Jawa Tengah. Ashfa Madu Borobudur belum sepenuhnya menjadi bagian dalam Branding Borobudur yang ditetapkan Pemerintah Pusat sebagai kawasan cagar budaya Internasional dan tingkat penjualan produk masih rata-rata. Pengabdian ini bertujuan agar penjualan produk madu meningkat dengan konsumen melakukan repeat order serta menjadi salah satu merek dan tujuan wisata yang dikenal sebagai penghasil madu dan peternak lebah di sekitar kawasan Borobudur. Beberapa potensi yang dimaksimalkan dalam strategi product branding seperti perancangan ulang logo, brosur, kemasan produk dan x-banner serta optimalisasi website Ashfa Madu Borobudur. Dengan implementasi strategi product branding oleh dosen dan mahasiswa KKN PPMT Universitas Muhammadiyah Magelang, kontribusi penjualan online meningkat menjadi sebanyak 28 %.

Kata kunci: Borobudur; Branding; Digital Marketing; Madu; UMKM.

Abstract

Micro, Small, and Medium Enterprises (MSMEs) from 1997 until now stands firmly in Indonesia. In the development of MSMEs in Indonesia, it is necessary to innovate and strategy in marketing products to achieve the success and stability of MSMEs in the face of the Industrial Revolution 4.0. Ashfa Madu Borobudur as MSMEs beekeeper and honey producer located in Tanjungsari Tourism Village, Borobudur District. Ashfa Madu Borobudur has not yet fully become part of the Borobudur Branding that has been established by the Central Government as an international cultural heritage area and the level of product sales is still average. This dedication aims to increase the sale of honey products by consumers making repeat orders and becoming one of the brands and tourist destinations around the Borobudur area. Some of the potentials are maximized in product branding strategies such as redesigning logos, brochures, product packaging, and x-banners as well as optimizing the Ashfa Madu Borobudur website. With the implementation of the product branding strategy by lecturers and students of KKN PPMT University of Muhammadiyah Magelang, the contribution of online sales increased to as much as 28%.

Keywords: Borobudur; Branding; Digital Marketing; Honey; Micro Small And Medium Enterprises.


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DOI: https://doi.org/10.24114/jpkm.v26i3.17683

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