Article Sidebar

Download
Download Article

Main Article Content

Abstract

This study aims to analyze the implementation of personal branding marketing as a strategy to strengthen business identity among entrepreneurs in Mekar Baru Village, Batu Bara Regency. The research employed a descriptive qualitative approach, with data collected through interviews, observations, and documentation involving 15 MSME actors from culinary, handicraft, service, and small trading sectors. The findings reveal that most MSMEs are still managed traditionally with a weak business identity. Only 40% of business owners have implemented basic elements of personal branding, such as logos, consistent brand names, and specially designed packaging. The main obstacles to branding are low digital literacy, limited capital, and a lack of institutional support. Nevertheless, the application of personal branding has shown positive impacts in enhancing customer loyalty, expanding market reach, and strengthening the image of local products. These findings highlight that personal branding marketing is an essential instrument in building the competitiveness of village-based MSMEs, although continuous support from multiple stakeholders is required.

Keywords

Personal Branding Marketing MSMEs Rural Entrepreneurship Business Identity

Article Details

Creative Commons License

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

How to Cite
Putra, A., Hidayat, T., Pratiwi, W. A., Hayani, N., Padila, T., Nabilla, N., … Tobing, D. (2025). Personal Branding Marketing as An Effort to Strengthen the Entrepreneurial Identity of Mekar Baru Village. Golden Ratio of Community Services and Dedication, 6(1), 19–28. https://doi.org/10.52970/grcsd.v6i1.1816
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Addin, H. S., Anggraini, H., Nur, H., & Putri, R. (2024). Strategi pengembangan koleksi perpustakaan digital. Media Informasi, 33(1), 88–95. https://doi.org/10.22146/mi.v33i1.11481
  2. Ardhani, F., Hastuti, I., & Akhmad, K. A. (2024). Pengaruh pengalaman pengguna digital dan personal branding terhadap minat berwirausaha di e-commerce pada Generasi Z. Journal of Management and Social Sciences, 3(3), 127–139. https://doi.org/10.55606/jimas.v3i3.1442
  3. Asa, A., & Yahya, Y. (2025). RIGGS-2025 (PDF file).
  4. Artikel, I. (2023). Personal branding dalam meningkatkan brand awareness sekolah. Jurnal Pendidikan Tambusai, 7(4), 3562–3569. https://jptam.org/index.php/jptam/article/view/7698
  5. Arumaningtyas, D., Sari, R., & Lestari, A. (2022). Digitalisasi UMKM: Tantangan dan strategi penguatan daya saing berbasis branding. Jurnal Ekonomi Kreatif Indonesia, 5(2), 112–125.
  6. Asrah, B., Sima, D., Lubis, H. S., & Tarisa, C. (2024). Optimalisasi strategi digital marketing untuk perkembangan UMKM di Desa Aras, Kecamatan Air Putih, Kabupaten Batubara. Jurnal Pengabdian Kepada Masyarakat (JPKM) Al-Ikhlas, 7(2), 1–9.
  7. Batubara, R. M. (2023). Pemanfaatan layanan perpustakaan digital Universitas Padjadjaran. Pustabiblia, 7(1), 45–66. http://dx.doi.org/10.18326/pustabiblia.v7i1.45-65
  8. Chandra, E., & Rupa, F. S. (2025). Fenomenologi personal branding cosplayer: Studi desain komunikasi visual dan media sosial. Jurnal Desain Komunikasi Visual Nusantara, 7(1), 51–59.
  9. Devi, K. S., & Mazidah, Z. (2024). Implementation of school digital libraries in Indonesia: A systematic review. TIK Ilmeu: Jurnal Ilmu Perpustakaan dan Informasi, 8(1), 1–8. https://doi.org/10.29240/tik.v8i1.8095
  10. Dwiyanti, N. K. A. S., & Yulianti, I. (2024). Pengaruh social media marketing dan service quality terhadap consumer purchase decision. Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 3(2), 373–385. https://doi.org/10.21776/jmppk.2024.03.2.10
  11. Firdhayanti, A. (2023). Pemberdayaan ibu-ibu melalui pelatihan produk kreatif “Tapis Berseri.” Jurnal Pengabdian Masyarakat Tapis Berseri, 2(2), 128–133. https://doi.org/10.36448/jpmtb.v2i2.63
  12. Hanindharputri, M. A. (2019). Peranan personal branding pada media sosial untuk meningkatkan eksistensi diri. Jurnal Komunikasi dan Media, 2(1), 10–18.
  13. Ikro, U., & Enengah, K. E. D. A. N. M. (2022). Marketing untuk meningkatkan daya saing produk lokal. Jurnal Ekonomi dan Bisnis, 4(2), 22–30.
  14. Info, A. (2023). Perancangan buku panduan optimalisasi social media Instagram design berbasis mockup untuk meningkatkan online engagement. Jurnal Desain Media, 5(1), 1–14.
  15. Kotler, P., & Keller, K. L. (2016). A framework for marketing management (Global ed.). Pearson.
  16. Lase, A. (2022). Pelatihan dan praktek pembuatan sabun cuci Sunlight di Desa Onozalukhu, Kecamatan Lahewa. Zadama: Jurnal Pengabdian Masyarakat, 1(1), 1–6. https://doi.org/10.56248/zadama.v1i1.12
  17. Maskuri, A., Iswahyuni, R., & Serli, M. L. (2023). Urgensi sosial media dalam membangun personal branding inovasi wirausaha. Jurnal Abdimas Bina Bangsa, 4(2), 88–92.
  18. Pratiwi, V. A., & Samsudin, A. (2024). Optimalisasi konten sosial media dan artikel SEO untuk meningkatkan brand awareness dan konversi penjualan UMKM Rumah Kapas. Jurnal Bisnis Digital & Kreatif, 2(3), 442–451.
  19. Rahmawati, D. I., & Amaliah, E. (2020). Peran media literasi dan informasi dalam pendidikan. El-Pustaka, 1(2), 42–51. https://doi.org/10.24042/elpustaka.v1i2.8504
  20. Ramadhanty, T., & Agustiana Silvi, H. (2022). Pengaruh digital marketing terhadap keputusan pembelian melalui brand image. Jurnal Ekonomi dan Bisnis Digital, 2(3), 4255–4262.
  21. Rofik, A., & Budiarto, W. (2023). Pengaruh budaya organisasi dan kompetensi terhadap prestasi kerja karyawan BPRS Bhakti Sumekar dengan motivasi sebagai variabel mediasi. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 10(2), 1–11. https://doi.org/10.30640/ekonomika45.v10i2.654
  22. Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
  23. Sunanda, A., & Aulia, I. S. (2020). Revitalisasi perpustakaan untuk meningkatkan minat baca dan budaya literasi siswa. BKKNDik, 2(2), 63–68. https://doi.org/10.23917/bkkndik.v2i2.11842
  24. Susanto, H., & Mulyono, S. (2025). Pelatihan personal dan digital branding untuk meningkatkan jiwa wirausaha siswa di SMAN 1 Pebayuran Bekasi. Trend Jurnal Abdimas, 1(1), 15–22.
  25. Widagdo, H., & Lestari, R. B. (2023). Optimalisasi kinerja UMKM melalui pemanfaatan media sosial. Jurnal Manajemen dan Kewirausahaan, 12(2), 101–110.
  26. Wirdiyana Ayu, A., Sunaengsih, C., & Syahid Ahmad, A. (2024). Utilization of digital books in increasing students’ reading interest. Pedagogia, 13(1), 134–144. https://doi.org/10.21070/pedagogia.v13i1.1632

Similar Articles

1 2 3 4 > >> 

You may also start an advanced similarity search for this article.