Penguatan Strategi Branding Dan Content Marketing Produk Umkm Melalui Media Sosial Dan Marketplace
DOI:
https://doi.org/10.37385/ceej.v7i6.12256Keywords:
branding; content marketing; UMKM; media sosial; marketplaceAbstract
UMKM memiliki peran strategis dalam perekonomian, tetapi banyak pelaku usaha masih menghadapi keterbatasan dalam membangun identitas merek dan mengomunikasikan nilai produk secara konsisten. Perkembangan media sosial dan marketplace membuka peluang penguatan merek dengan biaya yang relatif terjangkau, namun pemanfaatannya sering belum terencana secara strategis. Penelitian ini bertujuan menguraikan peran branding, mensintesis strategi content marketing pada media sosial dan marketplace, serta mengidentifikasi faktor pendukung dan tantangan penerapannya pada produk UMKM. Metode yang digunakan adalah studi literatur dengan desain tinjauan naratif melalui penelusuran pada Google Scholar, Scopus, dan Garuda dengan rentang publikasi 2018–2026, kriteria inklusi dan eksklusi, serta analisis sintesis naratif. Hasil sintesis menunjukkan bahwa branding berperan sebagai sumber diferensiasi yang perlu mendahului pemilihan kanal. Media sosial lebih kuat dalam membangun kesadaran, kedekatan, dan keterlibatan melalui konten dan narasi, sedangkan marketplace lebih kuat dalam membangun kepercayaan transaksional melalui ulasan dan reputasi penjual. Efektivitas kedua kanal bergantung pada konsistensi identitas merek, perencanaan strategis, kesiapan organisasi, dan pengelolaan interaksi konsumen. Kajian ini memberikan implikasi bagi pelaku UMKM, pendamping usaha, dan pembuat kebijakan, serta menyarankan pengujian empiris kerangka terpadu pada UMKM Indonesia.
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