Proceedings of the 5th FIRST T3 2021 International Conference (FIRST-T3 2021)

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Digital Branding Model for Jumputan and Songket Fabrics: As a Continuity Strategy for Marketing Palembang Local Products

Authors
Desloehal Djumrianti1, *, Rita Martini2, Ikhtison Mekogga3, Alfitriani Alfitriani4
1Business Administration Department, Politeknik Negeri Sriwijaya, Palembang, Indonesia
2Accounting Department, Politeknik Negeri Sriwijaya, Palembang, Indonesia
3Computing Technique Department, Politeknik Negeri Sriwijaya, Palembang, Indonesia
4Business Administration Department, Politeknik Negeri Sriwijaya, Palembang, Indonesia
*Corresponding author. Email: djumrianti@ymail.com
Corresponding Author
Desloehal Djumrianti
Available Online 11 February 2022.
DOI
10.2991/assehr.k.220202.010How to use a DOI?
Keywords
MSMEs; Jumputan; Songket; digital branding
Abstract

The development of internet enables people have opt to do something rather than just conventional ways. In the marketing, for example, the marketers may use the apps or platforms to offer products via online, they also may create the digital branding. In this pandemic era, the marketers must be able to find best strategics to survive. In addition, in the long term, small entrepreneurs such as SMEs of traditional cloth of Palembang, Jumputan and Songket should continue to increase sales both in quantity and quality. Therefore, the aim of the current study was to obtain a suitable model to be used as digital branding for Palembang’s Jumputan and Songket. The study also reached several purposes, such as to get the right elements to be used in making digital branding; reflect Jumputan and Songket fabrics digitally; assist craftsmen in preparing brand identity (name of products); help craftsmen build brand awareness; assist craftsmen in creating networks digitally; and help increase sales of Jumputan and Songkets’ products during the pandemic and in the long term. A total of 47 people from Palembang’s jumputan and songket fabric craftsmen were respondents, and 4 of them became informants in this study. The data was collected through interviews to informants, distributed questionnaires to selected respondents, and documentations. By using reduction techniques to process data, to produce the model pattern of digital branding for the UMKM craftsmen of Palembang’s Jumputan and Songket fabrics.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 5th FIRST T3 2021 International Conference (FIRST-T3 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
11 February 2022
ISBN
10.2991/assehr.k.220202.010
ISSN
2352-5398
DOI
10.2991/assehr.k.220202.010How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Desloehal Djumrianti
AU  - Rita Martini
AU  - Ikhtison Mekogga
AU  - Alfitriani Alfitriani
PY  - 2022
DA  - 2022/02/11
TI  - Digital Branding Model for Jumputan and Songket Fabrics: As a Continuity Strategy for Marketing Palembang Local Products
BT  - Proceedings of the 5th FIRST T3 2021 International Conference (FIRST-T3 2021)
PB  - Atlantis Press
SP  - 56
EP  - 65
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220202.010
DO  - 10.2991/assehr.k.220202.010
ID  - Djumrianti2022
ER  -