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      "abstract": "Penelitian ini bertujuan untuk menganalisis dan mengembangkan model \r\nbisnis Bahtera Creative sebagai agensi branding berbasis storytelling yang\r\nberfokus pada kebutuhan UMKM dan instansi di era digital. Latar belakang\r\npenelitian ini didasarkan pada permasalahan umum yang dihadapi pelaku usaha,\r\nyaitu lemahnya identitas visual, ketidakkonsistenan strategi konten, serta\r\nketerbatasan sumber daya dalam membangun tim kreatif internal. \r\nMetode yang digunakan dalam penelitian ini adalah pendekatan deskriptif \r\ndengan basis data empiris yang diperoleh dari kegiatan kewirausahaan melalui\r\nProgram Pembinaan Mahasiswa Wirausaha (P2MW) serta partisipasi dalam KMI\r\nExpo 2025. Data yang digunakan meliputi laporan keuangan, data klien, aktivitas\r\noperasional, serta hasil implementasi strategi bisnis yang telah dijalankan selama\r\nperiode Agustus hingga November 2025. \r\nHasil penelitian menunjukkan bahwa penerapan konsep storytelling-based \r\nbranding mampu menjadi diferensiasi utama dalam meningkatkan daya saing\r\nusaha. Selama periode tersebut, Bahtera Creative berhasil menyelesaikan 32 proyek\r\ndengan total omzet sebesar Rp11.700.000, yang menunjukkan adanya validasi\r\npasar terhadap layanan yang ditawarkan. Selain itu, model bisnis yang\r\nmenggabungkan pendekatan Business to Business (B2B) dan Business to\r\nConsumer (B2C) terbukti efektif dalam memperluas jangkauan pasar dan menjaga\r\nstabilitas pendapatan. \r\nAnalisis SWOT menunjukkan bahwa kekuatan utama terletak pada harga \r\nyang kompetitif, layanan terintegrasi, serta pendekatan storytelling yang unik.\r\nSementara itu, peluang terbesar berasal dari meningkatnya kebutuhan konten digital\r\ndan tren video pendek. Berdasarkan hasil analisis tersebut, strategi pengembangan\r\nbisnis difokuskan pada peningkatan kapasitas sumber daya manusia, pemanfaatan\r\nteknologi digital termasuk kecerdasan buatan, serta ekspansi pasar baik nasional\r\nmaupun internasional. Dengan demikian, penelitian ini menyimpulkan bahwa\r\nBahtera Creative memiliki potensi untuk berkembang sebagai agensi branding yang\r\nadaptif, inovatif, dan relevan dengan kebutuhan pasar digital, khususnya dalam\r\nmendukung penguatan identitas merek UMKM dan instansi.",
      "date": "2026-04-22",
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