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Optimalisasi Branding UMKM Khas Sukabumi Melalui Platform Digital Menuju Pengembangan Ekonomi dan Sosial Berbasis SDGs

Year: 2025

Type: article

Abstract: This research discusses the optimization of branding for Micro, Small, and Medium Enterprises (MSMEs) in Sukabumi City through the use of digital platforms as an economic and social development strategy in line with the Sustainable Development Goals (SDGs), particularly goal 8: decent work and economic growth. With more than 53,000 units, Sukabumi's MSMEs have great potential, but face challenges such as low digital literacy, limited infrastructure, and the absence of an integrated digital platform. Using a qualitative descriptive approach, this study explores MSME digitization strategies and presents a prototype website “UMKM Sukabumi Explorer” as a big data-based solution. Findings show that digital platforms can expand markets, improve competitiveness and strengthen local cultural identity. SWOT analysis identified product diversity, government support, and youth engagement as strengths and opportunities, while technological constraints and perceived digital skills were challenges. The research recommends human resource capacity building, official digital platform development, and cross-sector collaboration to create an inclusive, adaptive, and sustainable digital MSME ecosystem.

Source: Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi

DOI: 10.37150/jimat.v6.i2.3674

Authors: Irsyad Aminullah, Regista Nindya, Aliya Nur Sabrina, Marissa Putri Rahmah, R. Deni Muhammad Danial

Institution: Universitas Muhammadiyah Sukabumi

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure, Sustainable cities and communities

Open Access status: diamond

OpenAlex ID: W4411266413

FWCI: 2.322

Cites:

Cited by: 1

Related to: 10