Ramadhan, Andhika Akbar (2025) Smart Branding "PESONA BUAYA" Dalam Memfasilitasi Pengurusan Nomor Induk Berusaha (NIB) Bagi UMKM Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the Smart Branding process through the PESONA BUAYA program in facilitating the processing of Business Identification Numbers (NIB) for Micro, Small, and Medium Enterprises (MSMEs) in the city of Surabaya. Smart Branding is one of the dimensions within the Smart City concept, which involves innovative approaches to marketing a region, thereby enhancing its competitiveness and attracting participation from both local and external communities, businesses, and investors to create a conducive investment climate and accelerate regional development. The research method used in this study is a descriptive qualitative method employing the Smart Branding Theory examined by Kemkominfo (2017), with the research focus encompassing three dimensions of Business Branding: Trade, Investment, and Creative. The research findings indicate that the Trade dimension facilitates business legality (NIB) through intensive outreach and proactive services to expand access to business legality quickly and transparently. The Investment dimension is reflected in efforts to enhance business credibility through NIB ownership, which is a key prerequisite for accessing banking financing and investment opportunities. Meanwhile, the Creative dimension focuses on visual branding guidance, product packaging, and the use of digital wadahs to enhance the professional image and competitiveness of SME products. The research findings indicate that the Smart Branding PESONA BUAYA process operates in an integrated and systematic manner, enhancing business operators' understanding of the importance of business legality, supporting readiness for financing access, and promoting the strengthening of product visual identity. Thus, this program effectively serves as a strategy to strengthen the legality, credibility, and professionalism of SMEs in facing the modern market. Keywords: Business Registration Number; Business Licensing; Smart Branding; Smart City; SMEs.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JK Political institutions (United States) J Political Science > JS Local government Municipal government |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Public Administration | ||||||||
| Depositing User: | andhika akbar ramadhan | ||||||||
| Date Deposited: | 24 Jul 2025 06:43 | ||||||||
| Last Modified: | 24 Jul 2025 06:43 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40695 |
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