BRANDING STRATEGY OF TRADITIONAL SUWEG LAPIS GENGGONG PRODUCTS IN REACHING CONSUMERS THROUGH SOCIAL MEDIA

Abstract

This study aims to analyze the branding strategy implemented by Suweg Lapis Genggong, a local MSME (Micro, Small, and Medium Enterprise), in marketing its traditional products made from suweg tubers through social media platforms. Suweg, a local plant with high economic potential, remains relatively unknown to the wider community. The primary challenge faced by this MSME is its unstrategic store location, which limits direct consumer access. Consequently, adopting a digital branding strategy becomes essential for expanding market reach and increasing visibility. This research employs a descriptive qualitative method, supported by direct observations during internships and in-depth interviews with the business manager. The findings reveal that the effective use of digital media particularly Instagram, TikTok, and Shopee has successfully enhanced brand awareness, attracted consumers from diverse backgrounds, and revitalized interest in traditional food products in today’s modern context. Despite these achievements, the MSME still faces several challenges, including a limited number of content management personnel and constraints in product distribution, which hinder the full optimization of its digital branding potential.