Transformation of Digital Marketing Strategies through Re-Branding in Social-Media Based Culinary MSMEs

Rina Sugiarti; Rehulina Apriyanti; Remigius Hari Susanto; Ahmad Yazid Lubis; Prasetyo Bonifasius Sitanggang

doi:10.59890/ijir.v3i9.70

Authors

Rina Sugiarti Universitas Gunadarma
Rehulina Apriyanti Universitas Gunadarma
Remigius Hari Susanto Universitas Gunadarma
Ahmad Yazid Lubis Universitas Gunadarma
Prasetyo Bonifasius Sitanggang Universitas Gunadarma

DOI:

https://doi.org/10.59890/ijir.v3i9.70

Keywords:

Culinary Msmes, Digital Marketing Strategy, Re-Branding, Social Media, Brand Awareness

Abstract

The transformation of digital marketing strategies has become an important step for culinary SMEs in facing increasingly tight competition in the digital economy era. This research aims to analyze the role of re-branding in strengthening the digital marketing strategies of culinary SMEs based on social media. Changes in consumer behavior, which are more actively seeking information, comparing products, and conducting transactions through digital platforms, encourage businesses to adjust their brand identities to remain relevant and appealing. Through a descriptive qualitative approach with literature studies and case analyses, this research finds that re-branding not only serves to update visual images such as logos, packaging, and taglines, but also includes communication strategies, storytelling, and consistency in conveying product values across various digital channels. Social media acts as a catalyst in accelerating interactions between brands and consumers, building brand engagement, and expanding market reach at relatively efficient costs. Research results show that culinary SMEs that conduct social media-based re-branding are able to increase brand awareness, improve positioning, and strengthen customer loyalty. Additionally, re-branding has proven to drive innovation in content strategies, ranging from the use of creative visuals, collaborations with influencers, to the use of interactive features such as live streaming and user-generated content. Thus, the transformation of digital marketing strategies through re-branding becomes a key factor for the sustainability and competitiveness of culinary SMEs amid the changing global business landscape

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