DIGITAL BRANDING AND SELLING BAMBU SELAAWI UNTUK MENDORONG CITY BRANDING BERBASIS POTENSI LOKAL MELALUI PENDEKATAN INKLUSIF-PARTISIPATIF KABUPATEN GARUT

Rd. Ahmad Buchari, Nurillah Jamil Achmawati Novel, Jovancha Qisty Adinda Fildzah

Sari


Teknologi digital menjadi tantangan umum yang dihadapi oleh pelaku usaha sektor Usaha Mikro, Kecil, dan Menengah (UMKM). Padahal peran UMKM secara finansial maupun non-finansial sangat besar bagi wilayah bahkan nasional. Kabupaten Garut dengan potensi bambu di Kecamatan Selaawi merupakan potensi lokal unggulan yang didorong untuk meningkatkan ekonomi dan branding kota sehingga Kabupaten Garut menjadi destinasi unggulan baik bagi pengunjung nasional maupun global. Program digital branding and selling melalui pendekatan inklusif-partisipatif pada pelaku usaha bambu Selaawi bertujuan meningkatkan kapasitas pelaku usaha dalam branding dan selling produknya secara digital sehingga mengoptimalkan kontribusinya baik secara ekonomi maupun non-ekonomi bagi wilayah


Kata Kunci


Digital; Digital branding; Digital selling; Branding kota; Inklusif-partisipatif; Bambu; Selaawi; Garut

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Referensi


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DOI: https://doi.org/10.24198/kumawula.v5i2.38486

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