Branding Strategies to Enhance the Competitiveness of Local Culinary UMKM Products

Abstract

This study examines the implementation of branding strategies by local culinary UMKM to strengthen product competitiveness amidst intense market competition. The acceleration of digital transformation has altered how consumers search for, evaluate, and decide on food and beverage purchases; consequently, culinary business operators must adopt more adaptive marketing approaches—particularly through digital branding—to respond to these changes. Employing a qualitative method with a descriptive design, the study gathered data through interviews, field observations, and a literature review focusing on local culinary UMKM that utilize digital media in their operations. The results demonstrate that consistency in taste and product quality, attractive packaging, engaging culinary visual content, the use of social media and food delivery apps, and the continuous development of brand identity significantly contribute to enhanced brand awareness, consumer trust, and the competitiveness of local culinary businesses in the digital market. These findings underscore the importance of managing brand equity as a source of competitive advantage for culinary UMKM. This study is expected to serve as a reference for culinary MSMEs in designing effective branding strategies in the digital era.