EMPOWERING MSMEs THROUGH BRANDING STRENGTHENING AND DIGITAL MARKETING IN SUPPORTING LOCAL ECONOMIC DEVELOPMENT IN THE SUMBERSARI VILLAGE UNIT COOPERATIVE IN BANTUL IN METRO CITY

Abstract

Empowering Micro, Small, and Medium Enterprises (MSMEs) is an important strategy in driving local economic growth, particularly through strengthening the capacity of business actors in facing increasingly dynamic market competition. This study aims to analyze MSME empowerment efforts through strengthening branding and digital marketing in supporting local economic development at the Sumbersari Bantul Village Unit Cooperative (KUD) in Metro City. This study uses a qualitative descriptive approach with data collection techniques through observation, interviews, and documentation of cooperative managers and MSME actors who are members of the Sumbersari Bantul KUD. The results show that strengthening branding can improve the identity, image, and competitiveness of MSME products, while the use of digital marketing provides broader opportunities in introducing products, reaching consumers, building interactions with customers, and increasing sales potential. However, its implementation still faces several obstacles, particularly limited digital literacy, social media management skills, brand identity consistency, and skills in producing attractive marketing content. Therefore, sustainable empowerment is needed through branding training, digital media management, creative content development, and digital-based marketing mentoring. This strengthening is expected to increase the competitiveness of MSMEs while strengthening the role of KUD as a vehicle for community economic empowerment and a driver of local economic development in Metro City.