PUBLIC RELATIONS SEBAGAI PILAR BRANDING UMKM DIMSUM: STRATEGI HYBRID OFFLINE & ONLINE DI ERA PLATFORM DIGITAL

Abstrak

Perkembangan platform digital mendorong perubahan strategi komunikasi pada usaha mikro kecil menengah di sektor kuliner. UMKM dimsum menghadapi persaingan ketat sehingga membutuhkan penguatan branding berbasis komunikasi yang terarah. Penelitian ini bertujuan menganalisis peran Public Relations sebagai pilar branding UMKM dimsum melalui strategi hybrid offline dan online. Pendekatan kuantitatif digunakan melalui penyebaran kuesioner kepada konsumen UMKM dimsum dan dianalisis memakai SPSS. Hasil penelitian menunjukkan Public Relations berpengaruh positif serta signifikan terhadap branding UMKM dimsum. Strategi komunikasi yang memadukan interaksi langsung dan aktivitas digital mampu membentuk persepsi merek yang lebih kuat, konsisten, dan mudah diingat konsumen di era platform digital.

The development of digital platforms has encouraged significant changes in communication strategies among micro, small, and medium enterprises in the culinary sector. Dimsum MSMEs face intense competition, making branding reinforcement through strategic communication increasingly important. This study aims to analyze the role of Public Relations as a branding pillar for dimsum MSMEs through a hybrid offline and online strategy. A quantitative approach was applied by distributing questionnaires to dimsum MSME consumers and analyzing the data using SPSS. The results indicate that Public Relations has a positive and significant influence on MSME branding. Communication strategies that combine direct interaction and digital activities are able to strengthen brand perception, consistency, and memorability among consumers in the digital platform era.