Strategi Pemasaran Modern Untuk Brand Lokal Di Pasar Kompetitif Di UMKM Teluknaga, Kabupaten Tangerang

Abstract

Analyzing the implementation of modern marketing strategies, identifying obstacles faced by MSMEs, and understanding the role of marketing strategies in increasing the competitiveness of local brands. The methods used in this activity include field observations, interviews, discussions, and mentoring for MSME actors. The PKM program is carried out through education on digital marketing, the use of social media, strengthening brand identity, and more innovative marketing communication strategies that are in accordance with current market needs. The results of the activity show that the implementation of modern marketing has a positive impact on increasing knowledge, promotional skills, and self-confidence of MSME actors in expanding market reach. In addition, the use of digital media is considered capable of helping business actors build a more competitive brand image and increase sales opportunities. This PKM activity is also a form of student contribution in implementing marketing management knowledge in a real way in the community.