PEMBERDAYAAN UMKM MELALUI BRANDING MAKANAN ULIMAYA SEBAGAI KEARIFAN LOKAL DI DESA WIBAWAMULYA

This study aims to analyze the empowerment strategy of Micro, Small, and Medium Enterprises (MSMEs) through branding Ulimaya food as a form of local wisdom in Wibawamulya Village. MSMEs have an important role in the regional economy, but still face various challenges, especially in building a strong product identity and competing in a wider market. Branding based on local wisdom is one solution to increase the attractiveness and added value of products.This research approach uses descriptive qualitative methods with data collection techniques through observation, in-depth interviews, and documentation studies. The research subjects consisted of MSME actors, village government, and local consumers. The results showed that the application of local wisdom-based branding on Ulimaya products was able to increase competitiveness, strengthen product identity, and increase consumer confidence. The main factors that support the success of this branding are the use of local cultural elements in packaging design, storytelling-based digital marketing strategies, and community support in product promotion.The conclusion of this study confirms that local wisdom-based branding can be an effective strategy in empowering rural MSMEs. Recommendations include strengthening branding training for MSME players, optimizing digital marketing, and collaborating with the government and related parties to expand the market reach of the products.