Can We Survive? Personal Branding Model of Five Female Entrepreneurs and Songket Weavers in Padang Genting Village, Batubara Regency

Abstract

This research was conducted to determine the personal branding model of five female entrepreneurs and songket weavers in Padang Genting Village, Batu Bara District. This research is descriptive, using qualitative analysis. With interview and observation data collection techniques. From the results of the research, it is known that the right personal branding model for five female entrepreneurs as well as songket weavers in Padang Genting Village, Batubara Regency is to maximize the three elements of Personal Branding according to Peter Montoya and Vandehey (2009). The first element is the Person, namely increasing the specialization and uniqueness of the role of women in marketing and songket weaving activities such as holding training programs to improve marketing and songket weaving skills. The second element is the Promise which requires integration between the government and female songket weavers to run a sustainable program to preserve songket weaving activities in Padang Genting Village, Batu Bara District. The obstacle experienced by women entrepreneurs as well as songket weavers is the lack of support from the government. The third element is Relationship, namely increasing the ability to establish good relationships and good communication with songket buyers inside and outside Batu Bara Regency.