Utilizing Digital Branding for Galendo Ciamis MSMEs to Increase Competitiveness
DOI:
https://doi.org/10.55606/ijemr.v5i2.747Keywords:
Competitiveness, Creative Economy, Digital Branding, Food Security, GalendoAbstract
Galendo, a specialty product of Ciamis Regency, has great potential. However, amidst the digital economic transformation, Galendo MSMEs face several strategic issues that hinder their competitiveness. This study aims to explore digital branding strategies to increase the competitiveness of Galendo MSMEs, one of Ciamis's signature culinary products, and their contribution to local food security in the creative economy era. Despite having large market potential, the majority of Galendo MSMEs still rely on conventional marketing strategies, while consumer trends show a significant shift to digital platforms. This results in low visibility and competitiveness of Galendo compared to modern food products with stronger branding. This study uses an exploratory qualitative approach with a case study method. Informants were determined through purposive sampling, including Galendo MSME owners, digital marketing practitioners, the Ciamis Regency KUKMP Office, and consumers. The results show that Galendo MSMEs are beginning to realize the importance of digital branding, but still face limitations in digital literacy, content consistency, and brand differentiation strategies. On the other hand, significant opportunities exist through the use of social media, marketplaces, and local culture-based storytelling to build brand awareness, customer engagement, and brand differentiation. This research confirms that a targeted digital branding strategy not only strengthens the competitiveness of Galendo's MSMEs in the national market but also supports local food security by increasing demand and strengthening the supply chain for coconut, the primary raw material.
References
Amrina, U., & Oktora, R. A. (2023). Workshop Design Konten Pemasaran Digital Menggunakan Canva. Jurnal Industri Kreatif Dan Kewirausahaan, 6(2), 202–209.
Barney, J. B. (1991). The resource based view of strategy: Origins, implications, and prospects. Journal of Management, 17(1), 97–211.
Barokah, S., Asriandhini, B., & Putera, M. M. (2021). Emotional shopping sebagai variabel mediasi gaya hidup dan motivasi belanja hedonis pada keputusan pembelian impulsif produk 3second. Maker: Jurnal Manajemen, 7(2), 156–167.
Béné, C., Bakker, D., Chavarro, M. J., Even, B., Melo, J., & Sonneveld, A. (2021). Global assessment of the impacts of COVID-19 on food security. Global Food Security, 31, 100575. https://doi.org/https://doi.org/10.1016/j.gfs.2021.100575
Béné, C., & Devereux, S. (2023). Resilience, food security and food systems: setting the scene. In Resilience and Food Security in a Food Systems Context (pp. 1–29). Palgrave Macmillan, Cham.
Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input (Vol. 2). Pathfinder international Watertown, MA.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.
Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2020.102168
Escoz Barragan, K., & Becker, F. S. R. (2025). Keeping pace with the digital transformation — exploring the digital orientation of SMEs. Small Business Economics, 64(3), 1361–1385. https://doi.org/10.1007/s11187-024-00947-7
Ginting, D. P., & Andarini, S. (2021). Strategi Pemasaran Dengan Analisis Swot Pada Kopi Zest Sidikalang Di Kabupaten Dairi, Sumatera Utara. Jurnal Ilmu Komputer Dan Bisnis, 12(2), 1–10.
Gyamerah, Samuel, Afshari, Leila, & Asante, Dennis. (2025). Digital transformation in the SME context: The nexus between leadership, digital capabilities and digital strategy. International Small Business Journal, 43(3), 303–328. https://doi.org/10.1177/02662426251314108
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41.
Hollebeek, L., Sprott, D., & Andreassen, T. (2024). Customer Engagement in Evolving Technological Environments. European Journal of Marketing, 53(9), 1665–1670.
Irawan, D., Ady, S. U., & Sayidah, N. (2024). Building Brand Trust: The Role of AI-Driven Personalization and Brand Storytelling in Strengthening Brand Authenticity Perceptions. Journal of Economics, Management, Entrepreneurship, and Business (JEMEB), 4(2), 83–91.
Judijanto, L., Syahputra, M. H. I., & Djunaidi, F. G. (2025). Kontribusi Ekonomi Kreatif terhadap Pemberdayaan Komunitas Lokal di Era Digital di Indonesia. Sanskara Ilmu Sosial Dan Humaniora, 2(02 SE-Articles), 76–85. https://doi.org/10.58812/sish.v2i02.545
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
Khin, S., & Ho, T. C. F. (2019). Digital technology, digital capability and organizational performance: A mediating role of digital innovation. International Journal of Innovation Science, 11(2), 177–195.
Kim, W. C., & Mauborgne, R. A. (2023). Beyond disruption: Innovate and achieve growth without displacing industries, companies, or jobs. Harvard Business Press.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Editi). In England: Pearson Education Limited.
Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson Education.
Lim, H., & Childs, M. (2020). Visual storytelling on Instagram: branded photo narrative and the role of telepresence. Journal of Research in Interactive Marketing, 14(1), 33–50.
M Rogers, E. (2003). Diffusion of innovations. Free Press New York.
Napoli, J., Dickinson-Delaporte, S., & Beverland, M. B. (2016). The brand authenticity continuum: strategic approaches for building value. Journal of Marketing Management, 32(13–14), 1201–1229. https://doi.org/10.1080/0267257X.2016.1145722
Patton, M. Q. (2014). Qualitative research & evaluation methods: Integrating theory and practice. Sage publications.
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review, 7, 25–41.
Rather, R. A., Hollebeek, L. D., VO-THANH, T., Ramkissoon, H., Leppiman, A., & Smith, D. (2022). Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement. Journal of Consumer Behaviour, 21(5), 1175–1189. https://doi.org/https://doi.org/10.1002/cb.2070
Rupeika-Apoga, R., Petrovska, K., & Bule, L. (2022). The Effect of Digital Orientation and Digital Capability on Digital Transformation of SMEs during the COVID-19 Pandemic. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 669–685. https://doi.org/10.3390/jtaer17020035
Salam, M. (2024). Consumer Engagement in Social Media: A Systematic Literature Review of Surveys and Experiments. https://doi.org/10.32920/26883382.v1
Salsabiela, F. H., Listyorini, S., & Purbawati, D. (2022). Pengaruh Pemilihan Brand Ambassador dan Brand Awareness terhadap Keputusan Pembelian melalui Minat Beli Konsumen Kopi Lain Hati Wonosobo. Jurnal Ilmu Administrasi Bisnis, 11(3), 504–513.
Sari, S., Syamsuddin, S., & Syahrul, S. (2021). Analisis Brand Awareness Dan Pengaruhnya Terhadap Buying Decision Mobil Toyota Calya Di Makassar. Journal of Business Administration (JBA), 1(1), 37–48.
Taiminen, K., & Ranaweera, C. (2019). Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing: The role of brand’s helpfulness. European Journal of Marketing, 53(9), 1759–1781. https://doi.org/10.1108/EJM-10-2017-0794
Trinugroho, I., Pamungkas, P., Wiwoho, J., Damayanti, S. M., & Pramono, T. (2022). Adoption of digital technologies for micro and small business in Indonesia. Finance Research Letters, 45, 102156.
Upadhyay, N., Upadhyay, S., Abed, S. S., & Dwivedi, Y. K. (2022). Consumer adoption of mobile payment services during COVID-19: Extending meta-UTAUT with perceived severity and self-efficacy. International Journal of Bank Marketing, 40(5), 960–991.
Vinerean, S., & Opreana, A. (2021). Measuring Customer Engagement in Social Media Marketing: A Higher-Order Model. In Journal of Theoretical and Applied Electronic Commerce Research (Vol. 16, Issue 7, pp. 2633–2654). https://doi.org/10.3390/jtaer16070145
Wibisono, A. (2020). Pengaruh Kualitas Pelayanan Purna Jual Terhadap Kepuasan dan Loyalitas Pelanggan pada Dealer Honda Cendana Megah Santosa Purwodadi. Universitas Muhammadiyah Surakarta.
Yoganathan, V., Osburg, V.-S., & Bartikowski, B. (2021). Building better employer brands through employee social media competence and online social capital. Psychology & Marketing, 38(3), 524–536. https://doi.org/https://doi.org/10.1002/mar.21451
Yusup, M., Ariq, M. F., Nasution, E. J. A. H., Fahreza, A. Z., & Edwards, J. (2025). Digital Transformation and Branding for Empowering the Creative Economy Based on Local Wisdom: Transformasi Digital dan Branding untuk Pemberdayaan Ekonomi Kreatif Berbasis Kearifan Lokal. ADI Bisnis Digital Interdisiplin Jurnal, 6(1 SE-), 45–54. https://doi.org/10.34306/abdi.v6i1.1228
Zheng, Q., Zhang, S., Liang, J., Chen, Y., & Ye, W. (2023). The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model. In Behavioral Sciences (Vol. 13, Issue 2, p. 79). https://doi.org/10.3390/bs13020079
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Economics and Management Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
