Analysis of Branding Strategies for Enhancing MSME Development at UD. Sona

Abstract

This study aims to analyze the implementation of the branding strategy carried out by UD. Sona, identify the supporting factors and obstacles in implementing the branding strategy, and describe the impact of the branding strategy on UD. Sona's products and its further development. This study employed a qualitative method with UD. Sona as the research location and involved six informants consisting of a key informant, main informants, and supporting informants. Data were collected through interviews, observation, and documentation, and were analyzed descriptively to obtain an overview of the implementation of the branding strategy. The results showed that UD. Sona implemented its branding strategy through direct marketing, the use of social media, packaging development, cooperation with minimarkets, and strengthening product identity as a traditional Nias snack, particularly kamumu chips. These strategies helped increase product recognition, build consumer trust, and strengthen UD. Sona's image as a producer of traditional Nias snacks. However, the implementation still faces several obstacles, including the seasonal availability of kamumu raw materials, limited product distribution, suboptimal digital promotion, and a less strategic business location that is difficult for consumers to find. The branding strategy also helped expand product recognition through social media, cooperation with minimarkets, bazaars, and MSME exhibitions. Further development should focus on strengthening digital promotion, expanding distribution networks, improving packaging quality, and increasing the accessibility of information about the business location.