Resiliensi Pelaku UMKM Sandal dan Sepatu Rubo dalam Pemanfaatan Aplikasi Produksi (Pom Qm) untuk Perencanaan serta Pengendalian Produksi di Kelurahan Mulyaharja

Abstract

Branding is a marketing process that can be carried out so that a product can be recognized and remembered in each person's mind through a brand, thereby increasing brand awareness and making it easier to identify the product's identity. The purpose of this research is to analyze consumer preferences for MSME products in Mulyaharja Village by examining factors that influence interest such as quality, price, packaging design, and product uniqueness. Additionally, this research aims to evaluate the effectiveness of branding strategies implemented by SMEs, including visual elements such as logos, slogans, and colors, as well as the impact of commercialization strategies, such as promotions and digital marketing, on public awareness and purchasing interest. The analysis methods used are descriptive statistics and inferential statistics. Descriptive statistics are used to describe residents' perceptions of the branding and commercialization of MSME products. More in-depth analysis is conducted by correlating the research results with literature studies to support the research findings. The results of this study, based on the characteristics of respondents who are MSME actors in Mulyaharja Village, show that the majority are male, aged between 35-45 years, with most having completed junior high school and earning less than Rp 3 million per month. In the study results, some of the MSME actors in Mulyaharja Village pay attention to brand image, product quality, as well as logos and designs, which significantly influence purchasing decisions, with social media being a source of information for knowing a product brand.