Strategi Branding Berbasis Business Model Canvas dalam Meningkatkan Penjualan Dessert UMKM
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Abstract
Penelitian ini bertujuan untuk menganalisis strategi branding yang diterapkan oleh Sa’Dessert Cake dalam meningkatkan penjualan di Yogyakarta. Permasalahan utama yang dihadapi adalah tingginya tingkat persaingan usaha dessert sehingga diperlukan strategi branding yang tepat untuk membangun diferensiasi dan meningkatkan daya saing. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi langsung, dan studi dokumentasi, kemudian dianalisis secara deskriptif. Pendekatan Business Model Canvas digunakan sebagai kerangka analisis untuk memetakan strategi bisnis dan branding secara komprehensif. Hasil penelitian menunjukkan bahwa strategi branding yang berfokus pada konsistensi identitas merek, peningkatan pengalaman konsumen, pemanfaatan media sosial, serta penguatan proposisi nilai mampu meningkatkan kesadaran merek dan loyalitas konsumen. Penerapan sembilan elemen Business Model Canvas mendukung pengelolaan usaha yang lebih terstruktur dan adaptif terhadap perubahan pasar. Penelitian ini menyimpulkan bahwa strategi branding yang terencana dan konsisten berperan penting dalam meningkatkan penjualan serta mendorong keberlanjutan usaha UMKM dessert di Yogyakarta.
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