BRAND AS AN UMKM ASSET: A BUSINESS DEVELOPMENT STRATEGY IN SIMPLE BEACH VILLAGE, MUARA GEMBONG SUB-DISTRICT, BEKASI DISTRICT, WEST JAVA
Keywords:
Brand, MSMEs, Business Development Strategy, Simple Beach Village.Abstract
Brand identity development is crucial for Micro, Small and Medium Enterprises (MSMEs) engaged in the tourism industry, especially in Sederhana Beach Village, Muara Gembong District, Bekasi Regency, West Java. This beach village has great potential in tourism due to its natural beauty and charming local culture. However, MSMEs in the village are often faced with challenges in building a strong and attractive brand, hindering their business growth. The research method used in this study was sourced from the literature. The results show that a strong and attractive brand can attract more tourists, create a distinctive identity associated with natural beauty and local culture, and facilitate collaboration and promotion of the village as a complete tourist destination. Suggested business development strategies include coordinated brand management among local MSMEs, investment in training and guidelines on brand development, and support from local governments and relevant agencies in the form of technical assistance, funds, and coaching programmes. By implementing solid brand-based business development strategies, MSMEs in Pantai Sederhana Village can increase revenue, achieve sustainable business growth, and provide economic benefits to the local community. This research makes a significant contribution to the development of MSMEs in the tourism sector, particularly in maximising the potential of beach villages through effective brand management.
References
Agustina, F. (2022). SOSIALISASI PENCATATAN LAPORAN KEUANGAN SEDERHANA UNTUK UMKM KERUPUK DUA RASA DI DESA SUBAN LAMPUNG SELATAN. COMMENT: Journal of Community Empowerment, 2(2), 37–41. https://doi.org/10.33365/comment.v2i2.183
Andika, Y., Yamin, S., Erlangga, E., Syahrial, S., & Imamshadiqin. (2023). Identifikasi Sampah Anorganik di Pantai Cermin Desa Pantai Cermin Kanan Kecamatan Pantai Cermin Kabupaten Serdang Bedagai. Samakia : Jurnal Ilmu Perikanan, 14(1), 1–8. https://doi.org/10.35316/jsapi.v14i1.1941
Antony, A., & Natalia, N. (2023). MENINGKATKAN PEMAHAMAN DAN KETERAMPILAN UMKM DESA WISATA MELALUI PELATIHAN PENYUSUNAN LAPORAN KEUANGAN SEDERHANA. JMM (Jurnal Masyarakat Mandiri), 7(6), 5981–5981. https://doi.org/10.31764/jmm.v7i6.19399
Asmaul, R., Afandi, R. N., & Yafa, R. A. (2023). BIMBINGAN TEKNIS DAN PENDAFTARAN LEGALITAS UMKM MIKRO DI DESA GADING KECAMATAN KREMBUNG. Jurnal Penamas Adi Buana, 6(2), 104–113. https://doi.org/10.36456/penamas.vol6.no02.a6777
Bing, G., Karim, A. M., & Qiang, L. J. (2023). Brand Management Systems Based on Structural Equation Modelling: Evidence From SME in Xinjiang, China. International Journal of Academic Research in Economics and Management Sciences, 12(1). https://doi.org/10.6007/ijarems/v12-i1/15751
Budianto, E., & Parlina, N. D. (2021). IMPLEMENTASI PEMBUKUAN SEDERHANA PADA UMKM ANNA COLLECTION DI DESA PANGKALAN KECAMATAN PLERED KABUPATEN CIREBON. PRIMA : PORTAL RISET DAN INOVASI PENGABDIAN MASYARAKAT, 1(1), 47–56. https://doi.org/10.55047/prima.v1i1.30
Chern, B. T. P., & Ahmad, F. Sh. (2024). Evaluating The Use Of Multi-Sided Platforms On The Brand Performance Of Malaysian SME Food Outlets. Journal of Advanced Research in Applied Sciences and Engineering Technology, 40(1), 55–63. https://doi.org/10.37934/araset.40.1.5563
Dewi, M. A. (2020). Pelatihan Etika Bisnis dan Pembukuan Sederhana Pelaku UMKM di Kelurahan Klampis Ngasem Surabaya. Jurnal Ilmiah Pangabdhi, 6(2), 49–52. https://doi.org/10.21107/pangabdhi.v6i2.7476
Dressler, M., & Paunovic, I. (2021). A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation. Sustainability, 13(2), 805–805. https://doi.org/10.3390/su13020805
Dreßler, M., & Paunovic, I. (2022). Strategic brand innovation – an explorative study of up- and downstream brand innovation practices in SME wineries. International Journal of Wine Business Research, 35(1), 66–88. https://doi.org/10.1108/ijwbr-07-2021-0037
Erlianalistiani, E., Rahmawati, R., & Marginingsih, R. (2023). IMPLEMENTASI PEMASARAN DIGITAL DALAM MENINGKATKAN PENDAPATAN PELAKU UMKM DESA PANTAI MEKAR. An-Nizam, 2(1), 10–16. https://doi.org/10.33558/an-nizam.v2i1.6966
Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. HUMANIKA, 21(1), 33–54. https://doi.org/10.21831/hum.v21i1.38075
Fazlollahtabar, H. (2023). Business Analytics for SME Productivity. Query date: 2024-08-26 17:41:30. https://doi.org/10.61145/slsj5506
Febriyana, R. A. (2021). EDUKASI PEMBUKUAN SEDERHANA MENGGUNAKAN APLIKASI BUKUKAS MELALUI WEBINAR KEPADA UMKM DI DESA BOJONG KULUR. Abdi Implementasi Pancasila: Jurnal Pengabdian Kepada Masyarakat, 1(2), 56–61. https://doi.org/10.35814/abdi.v1i2.2102
Güven, E. (2022). Significance of Brand Image on SME Survival in Digital Competition. Advances in Electronic Commerce, Query date: 2024-08-26 17:45:56, 1–18. https://doi.org/10.4018/978-1-6684-5727-6.ch001
Hanaysha, J. R. (2022). Exploring the Relationship between Entrepreneurial Marketing Dimensions, Brand Equity and SME Growth. IIM Kozhikode Society & Management Review, 12(1), 22–38. https://doi.org/10.1177/22779752221125265
Helaluddin. (2019). Mengenal lebih Dekat dengan Pendekatan Fenomenologi: Sebuah Penelitian Kualitatif. Query date: 2024-05-25 20:59:55. https://doi.org/10.31219/osf.io/stgfb
Husni, M., NURSANTY, E., & NURSANTY, K. (2024). Pelatihan Pembuatan Foto Produk Menggunakan Kamera Handphone dan Peralatan Sederhana untuk Membantu Menaikkan Daya Pemasaran UMKM di Desa Karangtengah, Kecamatan Cepiring, Kabupaten Kendal. Perigel: Jurnal Penyuluhan Masyarakat Indonesia, 3(1), 19–27. https://doi.org/10.56444/perigel.v3i1.1608
Indrasari, M., Syamsudin, N., & Tampubolon, L. R. R. U. (2024). Enhancing SME Product Brand Equity in The Digital Age as Strategic Approaches in the Era of Artificial Intelligence. International Journal of Business, Law, and Education, 5(1), 1139–1152. https://doi.org/10.56442/ijble.v5i1.512
Irmayani, N. W. D., Rusadi, N. W. P., Mayadi, N. L., Fatmayoni, I. G. A. A. I., Sari, D. M. I. paramitha, & Divayani, N. M. A. (2023). Pelatihan Kewirausahaan dan penyusunan Laporan Sederhana Bagi Pelaku UMKM di Desa Dalung Kabupaten Badung. Joong-Ki : Jurnal Pengabdian Masyarakat, 2(1), 15–19. https://doi.org/10.56799/joongki.v2i1.1242
Kofi, N., Perawati, P., & Ermawati, E. (2023). Pelatihan Pemberdayaan Perempuan Melalui Promosi Produk Umkm Via Marketplace Dan Pembuatan Laporan Keuangan Sederhana Di Desa Gintungkerta, RW.16, Klari Kabupaten Karawang. Jurnal Pengabdian Masyarakat Bangsa, 1(6), 681–691. https://doi.org/10.59837/jpmba.v1i6.225
Kuswanto, R., Breliastiti, R., Lukman, H., Marundha, A., & Wahyudi, S. (2024). Edukasi Pembukuan Sederhana Bagi UMKM Mitra Bumdes Medal Rahayu Desa Ambit Situraja Sumedang. Jurnal Abdi Mandala, 3(1), 37–50. https://doi.org/10.52859/jam.v3i1.564
Mandizwidza-Moyo, E. (2020). THE EFFECT OF OWNER/MANAGER’S PERSONAL CHARACTERISTICS ON SME BRAND DEVELOPMENT IN ZIMBABWE. International Journal of Social Science and Economic Research, 5(1), 74–97. https://doi.org/10.46609/ijsser.2020.v05i01.005
Maulani, A., Taufiq-SPJ, N., & Pratikto, I. (2021). Perubahan Lahan Mangrove di Pesisir Muara Gembong, Bekasi, Jawa Barat. Journal of Marine Research, 10(1), Article 1. https://doi.org/10.14710/jmr.v10i1.28396
Mauligita, S. Z. N., & Windasari, N. A. (2021). Brand strategies development through sales promotion and endorsement of Small and Medium Enterprises (SME) in West Java Indonesia. Research, Society and Development, 10(8). https://doi.org/10.33448/rsd-v10i8.17143
Mitręga, M. (2023). SME networking capabilities in export markets and contingencies related to power asymmetry and brand assets. Industrial Marketing Management, 110(Query date: 2024-08-26 17:45:56), 129–146. https://doi.org/10.1016/j.indmarman.2023.03.001
Mudanganyi, M., Maziriri, E. T., Chuchu, T., & Ndoro, T. (2020). Brand orientation as a predictor of customer orientation, brand uniqueness and competitor orientation: Evidence from retail SME managers in South Africa. African Journal of Development Studies (Formerly AFFRIKA Journal of Politics, Economics and Society), 10(3), 303–318. https://doi.org/10.31920/2634-3649/2020/10n3a15
Nurhasan, N., & B, R. S. (2023). Analisis Pembukuan Sederhana terhadap Pengelolan Cashflow UMKM di Desa Ciangsana, Kecamatan Gunung Putri, Kabupaten Bogor. J-MAS (Jurnal Manajemen Dan Sains), 8(1), 273–273. https://doi.org/10.33087/jmas.v8i1.978
Nurhayati, N. (2021). Optimalisasi Pengembangan Produk Unggulan Desa (OVOP) Melalui Wawasan Kewirausahaan Dan Pembuatan Laporan Keuangan Sederhana Bagi UMKM. Jurnal Karya Abdi Masyarakat, 4(3), 366–375. https://doi.org/10.22437/jkam.v4i3.11306
Pillay, S. (2024a). An Introduction to the SME Ecosystem Model Approach. The Next Frontier in SME Ratings, Query date: 2024-08-26 17:41:30, 145–155. https://doi.org/10.1007/978-3-031-54015-8_9
Pillay, S. (2024b). An Introduction to the “SME Rating”, and Specific “SME Credit Rating” Concepts. The Next Frontier in SME Ratings, Query date: 2024-08-26 17:41:30, 27–54. https://doi.org/10.1007/978-3-031-54015-8_3
Pillay, S. (2024c). An Overview of the SME Industry. The Next Frontier in SME Ratings, Query date: 2024-08-26 17:41:30, 7–23. https://doi.org/10.1007/978-3-031-54015-8_2
Rachmaniyah, F., Shoimah, S., Azar, Moh. A. S., & Isnaini, A. N. (2022). EDUKASI STRATEGI DIGITAL MARKETING DAN PENCATATAN FINANCIAL SEDERHANA DENGAN APLIKASI SMART PHONE UNTUK MENINGKATKAN PENJUALAN UMKM KERUPUK BAWANG DI DESA KEDALI LAMONGAN. Jurnal Pengabdian Kepada Masyarakat, 9(1), 45–48. https://doi.org/10.33795/jabdimas.v9i1.158
Ramadhani, R. P., Siregar, A. K., Siregar, N. E. P., & Syachrani, S. (2022). PERAN DIGITAL MARKETING DALAM USAHA MENINGKATKAN PENJUALAN HOME INDUSTRY UMKM DI DESA PANTAI GADING KECAMATAN SECANGGANG. Jurnal Pema Tarbiyah, 1(2), 92–92. https://doi.org/10.30829/pema.v1i2.1944
Ritonga, P. & Pratiwi. (2022). Literasi Mengenai Pemahaman Laporan Laba Rugi Sederhana Pada UMKM di Desa Perkebunan Air Batu I/II. ABDI SABHA (Jurnal Pengabdian Kepada Masyarakat), 3(3), 38–45. https://doi.org/10.53695/jas.v3i3.759
Rohman, A., Aryati, R. W., & Rejeki, S. (2018). PENENTUAN KESESUAIAN WILAYAH PESISIR MUARA GEMBONG, KABUPATEN BEKASI UNTUK LOKASI PENGEMBANGAN BUDIDAYA RUMPUT LAUT DENGAN PEMANFAATAN SISTEM INFORMASI GEOGRAFIS (SIG). Sains Akuakultur Tropis : Indonesian Journal of Tropical Aquaculture, 2(1), 73–82. https://doi.org/10.14710/sat.v2i1.2562
Sahara, S., Azwar, S. A., & Rakhmah, N. H. (2023). PELATIHAN MENGGALI IDE BISNIS DAN DESAIN LOGO PRODUK AGAR DAPAT BERSAING DI ERA REVOLUSI INDUSTRI 4.0 BAGI MASYARAKAT DESA PANTAI SEDERHANA PROVINSI JAWA BARAT. BUDIMAS : JURNAL PENGABDIAN MASYARAKAT, 5(2), Article 2. https://doi.org/10.29040/budimas.v5i2.10434
sahlan, M. (2021). LAPORAN ANALISIS AIR, BANJIR, SERTA PERSPEKTIF MASAYARAKAT DI DESA PANTAI HAMBAWANG KECAMATAN MANDASTANA. Query date: 2024-08-26 17:49:32. https://doi.org/10.31219/osf.io/zxyfp
Samsiyah, S., Sukamdani, Y., Istikhoroh, S., & Laksono, B. R. (2021). Mengelolaan Keuangan Sederhana UMKM Di Desa Banjarkemantren Kecamatan Buduran Kabupaten Sidoarjo. Ekobis Abdimas : Jurnal Pengabdian Masyarakat, 2(1), 86–91. https://doi.org/10.36456/ekobisabdimas.2.1.3910
Setiowati, E. (2016). Memahami Kriteria Kualitas Penelitian: Aplikasi Pemikiran Penelitian Kualitatif maupun Kuantitatif. Jurnal Vokasi Indonesia, 2(2). https://doi.org/10.7454/jvi.v2i2.42
Suryadi, T., Yulianda, F., & Susanto, H. A. (2021). Analisis Kesesuaian Kawasan Konservasi Mangrove di Muara Gembong, Kabupaten Bekasi Provinsi Jawa Barat. Enviroscienteae, 17(3), 11–24. https://doi.org/10.20527/es.v17i3.11635
Syahran, M. (2020). Membangun Kepercayaan Data dalam Penelitian Kualitatif. PRIMARY EDUCATION JOURNAL (PEJ), 4(2), 19–23. https://doi.org/10.30631/pej.v4i2.72
Syahrul, S., & Apriyansyah, R. (2024). Pelatihan Bagi UMKM Menuju UMKM Naik Kelas di Pantai Kuta Lombok Tengah. Devote : Jurnal Pengabdian Masyarakat Global, 3(2), 83–87. https://doi.org/10.55681/devote.v3i2.2895
Teoh, B., Ahmad, F. S., & Po-Lynn, E. L. (2023). Intellectual Capital and Business Model Innovation: Boosting Brand Equity through SME Food Outlets’ Entrepreneurial Efforts. Journal of Advanced Research in Applied Sciences and Engineering Technology, 34(2), 210–221. https://doi.org/10.37934/araset.34.2.210221
Widagdo, P. B., & Khasanah, R. (2023). EWS (Early Warning System) Sederhana Sebagai Pendeteksi Dini Tanah longsor di Kawasan Desa Kenalan. Jurnal Bina Desa, 5(1), 1–8. https://doi.org/10.15294/jbd.v5i1.40816
Yahaya, I. S. (2020). An Investigation of Business Model Perception Meaning and Usage in the SME Business Environment. International Journal of Psychosocial Rehabilitation, 24(5), 1033–1041. https://doi.org/10.37200/ijpr/v24i5/pr201777
Yananda, A., Arizal, A., & Heri, H. (2023). Bauran Pemasaran, Kepuasan Pelanggan terhadap Keputusan Pembelian serta Implementasinya pada Loyalitas Pelanggan di UMKM Pasar Tradisional Desa Pantai Kabupaten Kuantan Singingi. South East Asia Management Concern, 1(1), 1–11. https://doi.org/10.61761/seamac.1.1.1-11
Yu, P., Li, C., & Mahendran, R. (2023). How Can SMEs Integrate Intellectual Property Rights Into Social Media Marketing Strategies to Achieve Brand and Business Development? Advances in Business Strategy and Competitive Advantage, Query date: 2024-08-26 17:41:30, 48–72. https://doi.org/10.4018/978-1-6684-5770-2.ch003
Downloads
Published
Issue
Section
License
Copyright (c) 2024 INTERNATIONAL JOURNAL OF SOCIETY REVIEWS
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS © 2023 by ADISAM PUBLISHER is licensed under CC BY-SA 4.0
