PENGARUH POSISI MEREK DAN KOMUNIKASI MEREK TERHADAP KEUNGGULAN BERSAING PADA UMKM CENDOL DAWETIN. INDONESIA DI WISATA DUSUN SEMILIR YANG TERLETAK DI BAWEN, KABUPATEN SEMARANG, JAWA TENGAH

Abstract

This research aims to analyze the influence of brand positioning and brand communication on competitive advantage in micro, small and medium enterprises (UMKM) cendol dawetin in Semilir Hamlet, Semarang Regency, Central Java. The competitive advantage in question is the ability of the cendol dawetin hamlet breezy Semarang to remain superior and maintain its existence as well as increase the competitiveness of the competitive culinary industry. This research uses a qualitative approach with the method of direct interviews with employees of the Cendol Dawetin. Indonesia UMKM in Semilir Hamlet, Semarang as the main data. Interviews were conducted to explore their perceptions regarding the marketing strategy implemented including brand positioning which can provide insight into how far a brand can be recognized, accepted by consumers and brand communication in supporting product differentiation and building strong relationships with consumers. The success of brand communication greatly influences consumer perceptions of the quality and value of the products offered. The research results show that a clear brand position and effective brand communication contribute significantly to increasing the competitive advantage of Cendol Dawetin Dusun Semilir UMKM, Semarang Regency, Central Java. The implication of these findings is the importance of proper brand management to maintain competitiveness in an increasingly dynamic market.