PERAN INOVASI BRANDING MUHAMMADIYAH DALAM PENINGKATAN DAYA SAING PRODUK
Abstract
Penelitian ini bertujuan untuk menganalisis peran inovasi branding Muhammadiyah dalam meningkatkan daya saing produk, baik secara langsung maupun melalui pembentukan persepsi nilai produk dan kepercayaan konsumen. Di tengah persaingan pasar yang semakin kompetitif, branding tidak lagi dipahami sebatas identitas visual, melainkan sebagai strategi komunikasi nilai dan reputasi organisasi. Muhammadiyah sebagai organisasi sosial-keagamaan memiliki kekuatan nilai keislaman, etika, dan kebermanfaatan sosial yang berpotensi menjadi sumber keunggulan bersaing apabila diintegrasikan secara inovatif dalam strategi branding produk. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap konsumen produk UMKM dan Amal Usaha Muhammadiyah. Data dikumpulkan melalui kuesioner dengan skala Likert lima poin dan dianalisis menggunakan statistik deskriptif serta analisis pengaruh untuk menguji hubungan antarvariabel. Variabel penelitian meliputi inovasi branding Muhammadiyah, persepsi nilai produk, kepercayaan konsumen, dan daya saing produk. Hasil penelitian menunjukkan bahwa inovasi branding Muhammadiyah berpengaruh positif dan signifikan terhadap daya saing produk. Inovasi branding juga terbukti berpengaruh positif terhadap persepsi nilai produk dan kepercayaan konsumen. Selain itu, persepsi nilai produk dan kepercayaan konsumen berperan dalam meningkatkan daya saing produk serta menjadi mekanisme yang menjelaskan bagaimana inovasi branding diterjemahkan menjadi keunggulan bersaing. Temuan ini menegaskan bahwa branding berbasis nilai yang dikelola secara inovatif mampu memperkuat persepsi kualitas, diferensiasi, loyalitas, dan kepercayaan konsumen. Penelitian ini memberikan kontribusi teoretis dengan memperluas kajian branding dan daya saing dalam konteks organisasi sosial-keagamaan, serta implikasi praktis bagi Muhammadiyah dan UMKM binaannya dalam merancang strategi branding yang berkelanjutan dan bernilai sosial.
References
Abdullah, A. F. A., Azizah, S., Rahman, M. H., Tianah, I., Khairi, A. I., Romadhon, S., ... & Oktafiana, S. (2022). Pendampingan kewirausahaan melalui branding sandal jepit di Panti Asuhan Muhammadiyah Pamekasan. PERDIKAN (Journal of Community Engagement), 4(1), 18-28.
Afni, C. A. N., & Roostika, R. R. R. (2024). Pengaruh Aktivitas Pemasaran Media Sosial, Kepercayaan Merek Dan Persepsi Nilai Terhadap Niat Beli Makeup Lokal. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 710-725.
Agazu, G. T., & Kero, C. A. (2024). Innovation strategy and firm competitiveness: A systematic literature review. Journal of Innovation and Entrepreneurship, 13, Article 34.
Alemu, D., & Zewdie, S. (2022). Trends of organizational branding strategies: Systematic review and research agendas. Jurnal Perspektif Pembiayaan dan Pembangunan Daerah, 9(6), 461–478.
Alex, A., & Putra, E. Y. (2024). ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN TERHADAP PEMBELIAN SEPATU BERMEREK DI KOTA BATAM. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 210-231.
Alserhan, B.A. (2010) ‘On Islamic branding: Brands as good deeds’, Journal of Islamic Marketing, 1(2), pp. 101–106. https://doi.org/10.1108/17590831011055842
Azhar, A. A., & Wage, S. (2024). Pengaruh Kemudahan Penggunaan, Keamanan Dan Citra Merek Terhadap Keputusan Pembelian Pada Grab Di Kota Batam. Jurnal Ekonomi & Manajemen Indonesia, 24(2), 1-13.
Balmer, J.M.T. (2017). Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship’, European Journal of Marketing, 51(9/10), pp. 1462–1471. https://doi.org/10.1108/EJM-07-2017-0446
Chen, L., Li, Y. and Wang, Y. (2023). Research on the evaluation of the effect of agricultural brand management based on AHP+DEMATEL model’, Frontiers in Psychology, 14, pp. 1–12.
Erviana, N. and Ekowati, E. (2024). Pengaruh influencer marketing dan brand awareness terhadap keputusan pembelian produk Scarlett’, Jurnal Entrepreneur dan Manajemen Sains, 2, pp. 50–58.
Fithriani, M. (2020). Analisis Persepsi Nilai Dan Kepercayaan Terhadap Niat Pembelian Jasa Payment Point Online Bank. Ensains Journal, 3(1), 68-75.
Gupta, S., Gallear, D., Rudd, J., & Foroudi, P. (2020). The impact of brand value on brand competitiveness. Journal of Business Research, 112, 210–222.
Hanaysha, J. (2016). The importance of product innovation in driving brand success: An empirical study on automotive industry’, American Journal of Economics and Business Administration, 8(4), pp. 91–99.
Hanaysha, J. and Hilman, H. (2015). Product innovation as a key success factor to build sustainable brand equity’, Management Science Letters, 5(10), pp. 927–936.
Holt, D.B. (2004). How brands become icons: The principles of cultural branding. Boston: Harvard Business School Press.
Islam, K. M. A., Shahabuddin, A. M., Omeish, F., Bhuiyan, A. B., & Islam, S. (2023). Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers. Innovative Marketing, 19(4).
Izzah, N. N., Budiatmo, A., & Listyorini, S. (2022). Pengaruh E-Service Quality, Perceived Ease Of Use, dan Brand Trust terhadap Loyalitas Konsumen (Studi Kasus pada Konsumen Pizza Hut Delivery Pekalongan). Jurnal Ilmu Administrasi Bisnis, 11(1), 50-58.
Jalu, G., Dasalegn, G., Japee, G., Tangl, A., & Boros, A. (2024). Investigating the Effect of Green Brand Innovation and Green Perceived Value on Green Brand Loyalty: Examining the Moderating Role of Green Knowledge. Sustainability, 16(1), 341).
Joshua, L. (2025). The Effect of Social Influence and Brand Image on Brand Awareness and Purchase Intention Study Case. IJEBD (International Journal of Entrepreneurship and Business Development), 8(1), 131-147.
Jufrizen, J., Daulay, R., Sari, M., & Nasution, M. I. (2020). Model Empiris Peningkatan Kepuasan Dan Niat Beli Konsumen Dalam Pemilihan Online Shop Instagram. Mix Jurnal Ilmiah Manajemen, 10(2), 249.
Keller, K.L. (2013). Strategic brand management: Building, measuring, and managing brand equity. 4th edn. Harlow: Pearson Education.
Koshksaray, A. A., Quach, S., Trinh, G., Keivani, S. B., & Thaichon, P. (2023). Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure. Journal of Retailing and Consumer Services, 75, 103532. https://doi.org/10.1016/j.jretconser.2023.103532
Kotler, P. and Keller, K.L. (2016). Marketing management. 15th edn. Harlow: Pearson Education.
Lukman, R. and Thahira, A. (2025) ‘Pengaruh strategi pemasaran 3P terhadap minat beli ulang produk trend fashion’, Jurnal Ilmiah Manajemen, Ekonomi & Akuntansi (MEA), 9, pp. 1103–1119.
Maharani, A. S., & Hidayat, A. (2023). The influence of brand innovativeness and quality affect consumer perceived value: The role of symbolic brand qualities as mediating. International Journal of Research in Business and Social Science, 12(4), 15–32.
Maryam, I., & Widjajani, S. (2023). Pelatihan branding dan packaging produk UMKM di Desa Ganggeng Kabupaten Purworejo. Jurnal Terapan Ekonomi dan Bisnis, 3(1), 1–11. https://doi.org/10.24269/jteb.v3i1.6757
Morgan, R.M. and Hunt, S.D. (1994). The commitment-trust theory of relationship marketing’, Journal of Marketing, 58(3), pp. 20–38. https://doi.org/10.1177/002224299405800302
Muhtadin; Rosyada, Dede; Hakim, Lukmanul; Fahrudin, Adi. (2022). Concept of Education Management: Positioning-Differentiation-Brand (PDB) for the Advancement of Islamic Education (Study at SMK Muhammadiyah 7 Gondanglegi, Malang). Technium Soc. Sci. J., 27, 106.
Hasibuan, I. M., Erianto, R., & Sugianto, S. (2024, September). CONTRIBUTION OF THE MICRO, SMALL AND MEDIUM ENTERPRISES (UMKM) SECTOR TO THE INDONESIAN ECONOMY. In Proceeding International Seminar of Islamic Studies (No. 1, pp. 580-588).
Nørskov, S.N., Nørholm, T.H. and Mørk, R. (2015). The impact of product innovation attributes on brand equity’, Journal of Consumer Marketing, 32(7), pp. 873–885.
Ollivia, J. et al. (2025). Peran branding dalam membangun brand yang kuat’, Jurnal Ekonomika dan Bisnis (JEBS), 5, pp. 498–503.
Porter, M.E. (1985). Competitive advantage: Creating and sustaining superior performance. New York: Free Press.
Pramestidewi, C.A. et al. (2025). Strategi penerapan branding untuk meningkatkan daya saing UMKM’, Community Development Journal, 6, pp. 789–793.
Sekaran, U. and Bougie, R. (2016) Research methods for business. 7th edn. Chichester: Wiley.
Sousa, Á., Franqueira, T. and Afonso, A. (2020). ‘Branding for social innovation’, in Proceedings of the International Conference on Social Innovation, pp. 538–548.
Sudarti, K., Hendar, H., & Tharrazana, N. (2024). The role of religious brand community support to increase value co-creation in market religio-centric. Asian Management and Business Review, 4(2), 173–186. https://doi.org/10.20885/AMBR.vol4.iss2.art1
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Thahira, A., Maharani, V., Mukamimah, S., Rimbasari, A., & Tanjung, A. (2025, September). Business Model Innovation Based on Sustainability: Synthesizing Strategies of Smes and Social Organization. In IECON: International Economics and Business Conference (Vol. 3, No. 2, pp. 1756-1779).
Tesfaye Agazu, G., & Kero, C. A. (2024). Innovation strategy and firm competitiveness: A systematic literature review. Journal of Innovation and Entrepreneurship, 13, Article 34. https://doi.org/10.1186/s13731-024-00381-9
Wardhani, M. K., DPW, I. A., & Sudarwati. (2024). The Role of Brand Trust in Mediating Brand Image and Product Innovation on Consumer Loyalty. IJEBAR, 8(1).
Wayuningsih, A., Thahira, A., Wijayanti, R. E., Rimbasari, A., & Widodo, V. (2025). Analisis Pengaruh Integrated Marketing Communication dan Public Relations Terhadap Keputusan Pembelian pada Konsumen Jaringan Saudagar Muhammadiyah. Journal of Cyber Management and Business, 1(1), 1-7.
Copyright (c) 2026 Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
