PENGELOLAAN DAN PENGORGANISASIAN IDENTITAS MEREK USAHA MIKRO, KECIL, DAN MENENGAH
DOI:
https://doi.org/10.52423/jikuho.v9i2.203Keywords:
Identitas Merek, Pemangku Kepentingan Dan Merek, Penciptaan Bersama, UMKMAbstract
Melalui pertambahan besar Usaha Mikro, Kecil, dan Menengah (UMKM) di Jakarta, provinsi DKI Jakarta melalui Jakpreneur memfasilitasi program membangun dan mengorganisasikan identitas merek para peserta UMKM. Penyelenggaraan ini melibatkan para profesional untuk membantu dalam pengelolaan identitas merek peserta. Dalam proses pengelolaan dan pengorganisasian merek ini mempunyai beberapa hal penting dalam penelitian yaitu, bagaimana mereka memahami tentang identitas merek, pemaknaan dan visualisasi merek, hingga memanajemen merek tersebut, sehingga penciptaan bersama merek ini menjadi bagian penting dalam penelitian. Metodologi penelitian ini mengambil 12 (duabelas) UMKM yang berkontribusi penuh dalam kegiatan, dengan wawancara dan pengerjaan visualisasi bersama sebagai data penting penelitian. Temuan yang peneliti dapatkan bahwa pengorganisasian dan pengelolaan identitas merek sangat berpengaruh dengan beberapa hal, yaitu pertama adalah pemahaman tentang identitas merek sebagai dasar utama, kedua adalah visi, misi, dan pemaknaan yang relevan dan terfokus, ketiga adalah rasa dan keterikatan antara pemilik perusahaan dengan perusahaan yang didirikannya.
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