MENGINTEGRASIKAN STORYTELLING MARKETING DALAM BRANDING PRODUK WILAYAH PERBATASAN DI IKM DESA SEKIDA, KABUPATEN BENGKAYANG, KALIMANTAN BARAT
DOI:
https://doi.org/10.31004/cdj.v5i3.29578Keywords:
Storytelling Marketing, Branding, IKM, Wilayah Perbatasan, Desa SekidaAbstract
Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk mengintegrasikan Storytelling Marketing dalam Branding produk IKM di Desa Sekida, Kabupaten Bengkayang, Kalimantan Barat. Melalui pendekatan kualitatif, tim melakukan observasi lapangan, wawancara mendalam, pelatihan, dan pendampingan kepada para pengrajin. Hasil kegiatan menunjukkan bahwa Storytelling Marketing dapat membangun identitas merek yang kuat dan menarik bagi produk IKM wilayah perbatasan. Dengan mengeksplorasi kisah unik di balik produk, mengemas kisah dalam bentuk menarik, menyebarkan kisah melalui berbagai saluran, melibatkan konsumen, serta memperbarui dan mengembangkan kisah secara berkelanjutan, produk IKM Desa Sekida dapat meningkatkan kesadaran merek, persepsi kualitas, loyalitas konsumen, dan engagement. Kegiatan ini juga membantu melestarikan warisan budaya lokal dan meningkatkan daya saing produk di pasar global. Meskipun terdapat tantangan dalam keterampilan pengrajin, pelatihan dan pendampingan telah membantu meningkatkan kemampuan mereka dalam menerapkan Storytelling Marketing secara efektif.References
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