Branding Strategy for MSME Outlets & Production Houses in Karangantu: Utilization of Information Technology Through Instagram

Abstract

As is known, globalization as a whole has a huge influence in changing the various orders of human life. Buying and selling has not escaped the influence of the rapid flow of globalization at this time. Therefore, competition is also getting tougher in this field of entrepreneurship. In order to attract consumers, branding a business is needed as the main characteristic of a product. In the midst of the many social media that have developed, Instagram is present as a platform that is favored by almost all people. In the preparation process, this research chose to utilize the systematic literature review method, which is intended for systematic and planned literature review. The implementation is through combining various research data that has been found based on qualitative data collection.  To strengthen the results and discussion contained in this research, the authors also applied the methodology of guns to describe in detail about the description of the problems that are happening so that it can be identified that the UMKM & Rumah Produksi outlets are engaged as a means of marketing several handicraft products of several medium-sized business groups. However, as a place to market crafts that now has almost dozens of institutions or entrepreneurial groups, the branding or image owned by UMKM & Rumah Produksi outlets is still not clearly designed. This problem is considered an important urgency that needs to be solved as soon as possible.