Dari Direct Selling ke Digital Branding: Strategi Pemasaran UMKM “ Bakpia Oma Dian” di Era Digital

Authors

  • Liana Dewi Universitas Islam Negeri Jurai Siwo Lampung, Indonesia
  • Ulul Ilmi Universitas Islam Negeri Jurai Siwo Lampung, Indonesia
  • M Fajar Baharudin Yusuf Universitas Islam Negeri Jurai Siwo Lampung, Indonesia
  • Mutiara Kurniawati Universitas Islam Negeri Jurai Siwo Lampung, Indonesia
  • Murni Asih Universitas Islam Negeri Jurai Siwo Lampung, Indonesia

DOI:

https://doi.org/10.32332/3mee3s15

Abstract

Marketing plays a crucial role in ensuring business sustainability amid increasingly intense competition. This study aims to analyze the marketing strategy transformation from direct selling to digital branding at the MSME Bakpia Oma Dian located in Tanggulangin Village, Punggur District. The research employs a Participatory Action Research (PAR) approach, which integrates the research process with social transformation through three main strategies: collective commitment with the community, the involvement of local leaders, and the establishment of community-based institutions. The findings reveal that the digital branding strategies implemented include improving product quality, innovating flavors and packaging, setting affordable prices, choosing strategic business locations, and promoting products through social media platforms such as WhatsApp, Facebook, and Instagram. This transformation has successfully enhanced competitiveness and strengthened the brand image of Bakpia Oma Dian in the digital era.

Keywords: Direct Selling, Digital Branding, Marketing Strategy, MSME, Digital Era.

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Published

2025-06-30

Issue

Vol. 13 No. 1 (2025): Adzkiya: Jurnal Hukum dan Ekonomi Syariah

Section

Articles

License

Copyright (c) 2025 Liana Dewi, Ulul Ilmi, M Fajar Baharudin Yusuf, Mutiara Kurniawati, Murni Asih

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Dari Direct Selling ke Digital Branding: Strategi Pemasaran UMKM “ Bakpia Oma Dian” di Era Digital. (2025). Adzkiya : Jurnal Hukum Dan Ekonomi Syariah, 13(1), 99-106. https://doi.org/10.32332/3mee3s15

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