Keywords
Abstract
UMKM, or Micro, Small, and Medium Enterprises, are business activities that can lead to employment, increase people's income, and contribute to economic growth. There are several important roles among these that encourage the community in Kerten Hamlet, Imogiri Village, Imogiri District, and Bantul Regency to improve their competitiveness in the development of Micro, Small, and Medium Enterprises. The purpose of this study was to determine the importance of product branding in company development activities. The research approach used in this study was qualitative. In this study, data was collected directly from parties of Micro, Small, and Medium Enterprises in Kerten Hamlet, Imogiri Village, Imogiri District, Bantul Regency using observation and interview techniques. Data analysis was done by reducing the data gathered and then drawing conclusions.. According to the findings of this study, product branding is critical in efforts to develop marketing strategies for Micro, Small, and Medium Enterprises in Kerten Hamlet, Imogiri Village, Imogiri District , Bantul Regency, because they previously did not understand how to promote brands, disseminate incomplete product information, and the difficulty of consumers in finding a business location. With this branding effort, a Micro, Small, and Medium Enterprise can be better known to the larger community, allowing the business owner to be more competitive in market competition because it has more values and can meet the challenges of consumer expectations.