BRANDING AS A MARKETING STRATEGY: ETHNOGRAPHIC STUDY OF UMKM DEVELOPMENT IN SENGKANG CITY

Abstract

Branding is something that cannot be separated from a business. Branding is a marketing strategy in developing a business. The aim of this research is to describe branding as a marketing strategy. This research is a case study with the object of developing MSMEs in Sengkang City. Based on the data, this research is qualitative research with an ethnographic approach. There are 2 (two) data for this research, namely primary and secondary data. Primary data is verbal data, while secondary data is non-vernal data. Data collection techniques use observation, interviews and field recording techniques. The number of business actors interviewed as primary data sources was 10 MSME actors. The analysis technique in this research uses interpretation techniques. The research results show that branding for MSMEs in Sengkang City has 3 (three) important benefits; (1) provide opportunities for the community to trust the business being developed; (2) increase business credibility; and (3) provide opportunities to compete between MSMEs in Sengkang City.