Branding Strategy in Market Development of Fisheries Sector MSMEs: A Case Study in Kupang City
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Abstract
This study aims to analyze the branding strategy applied by fishery product processing MSMEs in an effort to increase market share. This research uses a qualitative method with a case study approach in fish floss processing MSMEs. The research subjects were fishery product processing MSMEs, while data collection techniques involved observation and structured interviews. Data analysis was conducted through triangulation. The results showed that the branding strategy implemented by these MSMEs has not succeeded in increasing the market share of their products, because many of them still have not implemented the branding strategy optimally.
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How to Cite
Tingga, C. P., & Geno, Z. A. P. (2024). Branding Strategy in Market Development of Fisheries Sector MSMEs: A Case Study in Kupang City. ProBisnis : Jurnal Manajemen, 15(4), 613–620. Retrieved from http://ejournal.joninstitute.org/index.php/ProBisnis/article/view/648
References
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Husna Ni’matul Ulya, & Ravina Putri Agustin. (2022). Penguatan UMKM Melalui Pembuatan Merek Dagang dan Label pada UMKM Jajanan Camilan di Desa Joresan Mlarak Ponorogo. Amaluna: Jurnal Pengabdian Masyarakat, 1(1), 58–70. https://doi.org/10.21154/amaluna.v1i1.1069
Irene Didy. (2021). Strategi Branding: Arti, Elemen, Manfaat, Cara Melakukan, Contohnya. glints.com. https://glints.com/id/lowongan/strategi-branding/#.YyytzXZBzDc
Laksmanawati, J., & Yuniawan, A. (2021). Women and the Digitalization Strategies of Micro, Small, and Medium Enterprises in the New Normal Era. Petra International Journal of Business Studies, 4(1), 55–64. https://doi.org/10.9744/ijbs.4.1.55-64
Lubis, I. (2021). The Role of Micro Small and Medium Enterprises (MSMEs) in the Recovery of the National Economic. Syiah Kuala Law Journal, 5(2), 238–251. https://doi.org/10.24815/sklj.v5i2.22071
Lukito, W., Prabawa, B., & Swasty, W. (2021). Olahan Kopi Melalui Strategi Branding ( Studi Kasus : Laskar Kopi Arjasari ). 10, 1–14.
Malesev, S., & Cherry, M. (2021). Digital and social media marketing-growing market share for construction smes. Construction Economics and Building, 21(1), 65–82. https://doi.org/10.5130/AJCEB.v21i1.7521
Mariani, A. S., Rakhman, A., Widjojokusumo, E., Soetanto, G., & Leonardi, J. (2024). Exploring the Dynamic Capabilities Pattern in Small and Medium-sized Enterprises (MSMEs): A Phenomenological Study of MSME stagnancy in Indonesia. Jurnal Syntax Admiration, 5(7), 2431–2446. https://doi.org/10.46799/jsa.v5i7.1330
Markovic, S., Koporcic, N., Arslanagic-Kalajdzic, M., Kadic-Maglajlic, S., Bagherzadeh, M., & Islam, N. (2021). Business-to-business open innovation: COVID-19 lessons for small and medium-sized enterprises from emerging markets. Technological Forecasting and Social Change, 170(March), 120883. https://doi.org/10.1016/j.techfore.2021.120883
Muhammad, S. A., Winarno, A., Hermawan, A., & Malang, U. N. (2021). Strategi Branding Dalam Meningkatkan Minat Beli Bagi Pelaku Usaha Mikro Kecil Menengah. Jurnal Graha Pengabdian, 3(4), 369–376.
Nur, N. W. S., Titin, T. E. M., & Diza, D. S. L. (2021). Pelatihan Pembukuan Sederhana Pada Pelaku UMKM Brem. Jurnal SOLMA, 10, 301–306.
Pasaribu, M. K., Larasati, A. N., Siahaan, D. F., & Manik, B. (2023). Upaya Peningkatan Penjualan pada UMKM Tahu Sumedang Putri Deli Medan melalui Kemasan Ramah Lingkungan dan Strategi Digital Marketing. Bima Abdi: Jurnal Pengabdian Masyarakat, 3(1), 57–67. https://doi.org/10.53299/bajpm.v3i1.275
Putra, Y., Santoso, P. Y., & Adhypoetro, R. R. (2021). Branding Produk Dalam Menjaga Loyalitas Konsumen Pada Masa Pandemi Covid-19. Jurnal Cyber PR, 1(1), 11–21. https://doi.org/10.32509/cyberpr.v1i1.1415
Rahmayati, R. (2021). Competition Strategy in the Islamic Banking Industry: An Empirical Review. International Journal of Business, Economics, and Social Development, 2(2), 65–71. https://doi.org/10.46336/ijbesd.v2i2.133
Rinaldi, F., Maarif, S., Thamrin, S., & Supriyadi, A. A. (2022). Role of Micro, Small, and Medium Enterprises (MSMEs) in Supporting National Defense from Economic Perspective. Journal of Positive School Psychology , 2022(5), 8914-8920–8914–8920. https://www.journalppw.com/index.php/jpsp/article/view/9706
Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S. M., Nordfält, J., Patrick, V. M., Schweiger, E., Soysal, G., Dillard, A., Cooper, N., & Olson, R. (2021). Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies. Journal of Retailing, 97(1), 81–98. https://doi.org/10.1016/j.jretai.2020.11.006
Santoso, B., & Ardiyansyah, A. (2023). Strategi Komunikasi Pemasaran Dalam Re-Branding UMKM Di Kelurahan Kepanjenkidul Kota Blitar. Jurnal Pengabdian Masyarakat Nusantara (Pengabmas Nusantara), 5(3), 50–62. https://doi.org/10.57214/pengabmas.v5i3.
Seran, R. B., Sundari, E., & Fadhila, M. (2023). Strategi Pemasaran yang Unik: Mengoptimalkan Kreativitas dalam Menarik Perhatian Konsumen. Jurnal Mirai Management, 8(1), 206–211. https://journal.stieamkop.ac.id/index.php/mirai/article/download/4054/2644
Soesetio, Y., Soetjipto, B. E., Handayati, P., Winarno, A., Rudiningtyas, D. A., Mawardi, M. C., & Realita, T. N. (2024). Innovation and Firm Competitiveness as Intervening Variables in Improving Financial Performance of MSMEs. Jurnal Aplikasi Manajemen, 22(2), 524–546. https://doi.org/10.21776/ub.jam.2024.022.02.16
Sunday Ade Sitorus, Nada Arina Romli, Chairul Pua Tingga, Ni Putu Sukanteri, Seprianti Eka Putri, Antonius Philippus Kurniawan Gheta, Aditya Wardhana, Kristian Suhartadi Widi Nugraha, Eka Hendrayani, Putu Chris Susanto, Yunita Primasanti, & Mutia Ulfah. (2022). Brand Marketing: The Art Of Branding (Acai Sudirman (ed.)). Media Sains Indonesia.
Susanti E. and Oskar, D. P. (2018). Strategi Branding Dalam Membangun Ekuitas Merek UMKM (Studi Kasus: Pusat Oleh - Oleh Kota Padang). Ikraith Ekonomika, 1(2), 116–130.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Sustainability (Switzerland), 14(10). https://doi.org/10.3390/su14105939
Timotius, E. (2023). “The role of innovation in business strategy as a competitive advantage: Evidence from Indonesian MSMEs.” Problems and Perspectives in Management, 21(1), 92–106. https://doi.org/10.21511/ppm.21(1).2023.09
Tirtayasa, S., Syahrial, H., Nasib, & Nofriza, B. (2022). The Effect of Market Orientation and Product Innovation on Performance-Mediated Competitive Advantage Marketing(Case Study of MSME Boutiq Women in Medan Market Center). International Journal of Applied Finance and Business Studies, 10(1), 23–30. https://ijafibs.pelnus.ac.id/index.php/ijafibs/article/view/47
Tochukwu Ignatius Ijomah, Courage Idemudia, Nsisong Louis Eyo-Udo, & Kikelomo Fadilat Anjorin. (2024). Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth. International Journal of Management & Entrepreneurship Research, 6(7), 2173–2188. https://doi.org/10.51594/ijmer.v6i7.1265
Trie, N., Sari, P., & Kusumawati, A. (2022). Asian Journal of Management Entrepreneurship and Social Sciene Literature review : The efforts to strengthening of micro, small and medium-sized enterprises (MSME) in Indonesia. Asian Journal of Management …, 2(01), 98–115. https://ajmesc.com/index.php/ajmesc/article/view/52%0Ahttps://ajmesc.com/index.php/ajmesc
Utami, D. P. (2021). Strategi Branding Untuk Membangun Image Positif Pangan Lokal Bagi Usaha Mikro Kecil Dan Menengah. Journal of Food Technology and Agroindustry, 3(1), 26–35. https://doi.org/10.24929/jfta.v3i1.1208
Wahyudi, T. N., & Nirawati, L. (2021). Strategi Branding Merek Casual Culture. Co Di Surabaya Dalam Meningkatkan Penjualan. Jurnal Disrupsi Bisnis, 4(4), 275. https://doi.org/10.32493/drb.v4i4.10682
Yani, A., Suparwata, D. O., & Hamka. (2023). Product and Service Innovation Strategies to Expand MSME Markets. Journal of Contemporary Administration and Management (ADMAN), 1(3), 163–169. https://doi.org/10.61100/adman.v1i3.67
Endris, E., & Kassegn, A. (2022). The role of micro, small and medium enterprises (MSMEs) to the sustainable development of sub-Saharan Africa and its challenges: a systematic review of evidence from Ethiopia. Journal of Innovation and Entrepreneurship, 11(1). https://doi.org/10.1186/s13731-022-00221-8
Hendrawan, S. A., Afdhal Chatra, Nurul Iman, Soemarno Hidayatullah, & Degdo Suprayitno. (2024). Digital Transformation in MSMEs: Challenges and Opportunities in Technology Management. Jurnal Informasi dan Teknologi, 6, 141–149. https://doi.org/10.60083/jidt.v6i2.551
Husna Ni’matul Ulya, & Ravina Putri Agustin. (2022). Penguatan UMKM Melalui Pembuatan Merek Dagang dan Label pada UMKM Jajanan Camilan di Desa Joresan Mlarak Ponorogo. Amaluna: Jurnal Pengabdian Masyarakat, 1(1), 58–70. https://doi.org/10.21154/amaluna.v1i1.1069
Irene Didy. (2021). Strategi Branding: Arti, Elemen, Manfaat, Cara Melakukan, Contohnya. glints.com. https://glints.com/id/lowongan/strategi-branding/#.YyytzXZBzDc
Laksmanawati, J., & Yuniawan, A. (2021). Women and the Digitalization Strategies of Micro, Small, and Medium Enterprises in the New Normal Era. Petra International Journal of Business Studies, 4(1), 55–64. https://doi.org/10.9744/ijbs.4.1.55-64
Lubis, I. (2021). The Role of Micro Small and Medium Enterprises (MSMEs) in the Recovery of the National Economic. Syiah Kuala Law Journal, 5(2), 238–251. https://doi.org/10.24815/sklj.v5i2.22071
Lukito, W., Prabawa, B., & Swasty, W. (2021). Olahan Kopi Melalui Strategi Branding ( Studi Kasus : Laskar Kopi Arjasari ). 10, 1–14.
Malesev, S., & Cherry, M. (2021). Digital and social media marketing-growing market share for construction smes. Construction Economics and Building, 21(1), 65–82. https://doi.org/10.5130/AJCEB.v21i1.7521
Mariani, A. S., Rakhman, A., Widjojokusumo, E., Soetanto, G., & Leonardi, J. (2024). Exploring the Dynamic Capabilities Pattern in Small and Medium-sized Enterprises (MSMEs): A Phenomenological Study of MSME stagnancy in Indonesia. Jurnal Syntax Admiration, 5(7), 2431–2446. https://doi.org/10.46799/jsa.v5i7.1330
Markovic, S., Koporcic, N., Arslanagic-Kalajdzic, M., Kadic-Maglajlic, S., Bagherzadeh, M., & Islam, N. (2021). Business-to-business open innovation: COVID-19 lessons for small and medium-sized enterprises from emerging markets. Technological Forecasting and Social Change, 170(March), 120883. https://doi.org/10.1016/j.techfore.2021.120883
Muhammad, S. A., Winarno, A., Hermawan, A., & Malang, U. N. (2021). Strategi Branding Dalam Meningkatkan Minat Beli Bagi Pelaku Usaha Mikro Kecil Menengah. Jurnal Graha Pengabdian, 3(4), 369–376.
Nur, N. W. S., Titin, T. E. M., & Diza, D. S. L. (2021). Pelatihan Pembukuan Sederhana Pada Pelaku UMKM Brem. Jurnal SOLMA, 10, 301–306.
Pasaribu, M. K., Larasati, A. N., Siahaan, D. F., & Manik, B. (2023). Upaya Peningkatan Penjualan pada UMKM Tahu Sumedang Putri Deli Medan melalui Kemasan Ramah Lingkungan dan Strategi Digital Marketing. Bima Abdi: Jurnal Pengabdian Masyarakat, 3(1), 57–67. https://doi.org/10.53299/bajpm.v3i1.275
Putra, Y., Santoso, P. Y., & Adhypoetro, R. R. (2021). Branding Produk Dalam Menjaga Loyalitas Konsumen Pada Masa Pandemi Covid-19. Jurnal Cyber PR, 1(1), 11–21. https://doi.org/10.32509/cyberpr.v1i1.1415
Rahmayati, R. (2021). Competition Strategy in the Islamic Banking Industry: An Empirical Review. International Journal of Business, Economics, and Social Development, 2(2), 65–71. https://doi.org/10.46336/ijbesd.v2i2.133
Rinaldi, F., Maarif, S., Thamrin, S., & Supriyadi, A. A. (2022). Role of Micro, Small, and Medium Enterprises (MSMEs) in Supporting National Defense from Economic Perspective. Journal of Positive School Psychology , 2022(5), 8914-8920–8914–8920. https://www.journalppw.com/index.php/jpsp/article/view/9706
Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S. M., Nordfält, J., Patrick, V. M., Schweiger, E., Soysal, G., Dillard, A., Cooper, N., & Olson, R. (2021). Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies. Journal of Retailing, 97(1), 81–98. https://doi.org/10.1016/j.jretai.2020.11.006
Santoso, B., & Ardiyansyah, A. (2023). Strategi Komunikasi Pemasaran Dalam Re-Branding UMKM Di Kelurahan Kepanjenkidul Kota Blitar. Jurnal Pengabdian Masyarakat Nusantara (Pengabmas Nusantara), 5(3), 50–62. https://doi.org/10.57214/pengabmas.v5i3.
Seran, R. B., Sundari, E., & Fadhila, M. (2023). Strategi Pemasaran yang Unik: Mengoptimalkan Kreativitas dalam Menarik Perhatian Konsumen. Jurnal Mirai Management, 8(1), 206–211. https://journal.stieamkop.ac.id/index.php/mirai/article/download/4054/2644
Soesetio, Y., Soetjipto, B. E., Handayati, P., Winarno, A., Rudiningtyas, D. A., Mawardi, M. C., & Realita, T. N. (2024). Innovation and Firm Competitiveness as Intervening Variables in Improving Financial Performance of MSMEs. Jurnal Aplikasi Manajemen, 22(2), 524–546. https://doi.org/10.21776/ub.jam.2024.022.02.16
Sunday Ade Sitorus, Nada Arina Romli, Chairul Pua Tingga, Ni Putu Sukanteri, Seprianti Eka Putri, Antonius Philippus Kurniawan Gheta, Aditya Wardhana, Kristian Suhartadi Widi Nugraha, Eka Hendrayani, Putu Chris Susanto, Yunita Primasanti, & Mutia Ulfah. (2022). Brand Marketing: The Art Of Branding (Acai Sudirman (ed.)). Media Sains Indonesia.
Susanti E. and Oskar, D. P. (2018). Strategi Branding Dalam Membangun Ekuitas Merek UMKM (Studi Kasus: Pusat Oleh - Oleh Kota Padang). Ikraith Ekonomika, 1(2), 116–130.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Sustainability (Switzerland), 14(10). https://doi.org/10.3390/su14105939
Timotius, E. (2023). “The role of innovation in business strategy as a competitive advantage: Evidence from Indonesian MSMEs.” Problems and Perspectives in Management, 21(1), 92–106. https://doi.org/10.21511/ppm.21(1).2023.09
Tirtayasa, S., Syahrial, H., Nasib, & Nofriza, B. (2022). The Effect of Market Orientation and Product Innovation on Performance-Mediated Competitive Advantage Marketing(Case Study of MSME Boutiq Women in Medan Market Center). International Journal of Applied Finance and Business Studies, 10(1), 23–30. https://ijafibs.pelnus.ac.id/index.php/ijafibs/article/view/47
Tochukwu Ignatius Ijomah, Courage Idemudia, Nsisong Louis Eyo-Udo, & Kikelomo Fadilat Anjorin. (2024). Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth. International Journal of Management & Entrepreneurship Research, 6(7), 2173–2188. https://doi.org/10.51594/ijmer.v6i7.1265
Trie, N., Sari, P., & Kusumawati, A. (2022). Asian Journal of Management Entrepreneurship and Social Sciene Literature review : The efforts to strengthening of micro, small and medium-sized enterprises (MSME) in Indonesia. Asian Journal of Management …, 2(01), 98–115. https://ajmesc.com/index.php/ajmesc/article/view/52%0Ahttps://ajmesc.com/index.php/ajmesc
Utami, D. P. (2021). Strategi Branding Untuk Membangun Image Positif Pangan Lokal Bagi Usaha Mikro Kecil Dan Menengah. Journal of Food Technology and Agroindustry, 3(1), 26–35. https://doi.org/10.24929/jfta.v3i1.1208
Wahyudi, T. N., & Nirawati, L. (2021). Strategi Branding Merek Casual Culture. Co Di Surabaya Dalam Meningkatkan Penjualan. Jurnal Disrupsi Bisnis, 4(4), 275. https://doi.org/10.32493/drb.v4i4.10682
Yani, A., Suparwata, D. O., & Hamka. (2023). Product and Service Innovation Strategies to Expand MSME Markets. Journal of Contemporary Administration and Management (ADMAN), 1(3), 163–169. https://doi.org/10.61100/adman.v1i3.67