Strategi Branding Dan Komunikasi Pemasaran Tape Ketan Harum Sari Khas Kab. Kuningan
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Abstract
This study aims to describe how the owner of Harum Sari glutinous rice tape business uses branding and marketing communication strategies to increase brand awareness and sales of local food products as a cultural heritage of Kuningan Regency. The research method used is descriptive qualitative with data collection through in-depth interviews, and this strategy has proven to be able to increase the brand image and sales of the Harum Sari brand for over two decades. The results of the study show that the owner is able to maintain product quality through the selection of raw materials and controlled fermentation processes, although there are still obstacles such as changes in the quality of glutinous rice when the season changes. The brand strategy is built by emphasizing local identity, using unique packaging designs, and developing the meaning behind the brand name. Harum Sari glutinous rice tape is positioned as a symbol of typical Kuningan Regency souvenirs with a branding strategy approach. In addition, the marketing communication method has shifted from word-of-mouth promotion to digital marketing that utilizes social media platforms, especially TikTok, to reach more consumers and increase brand awareness. This study comprehensively discusses that a combination of quality products, strong brands, and the use of social media can increase the competitiveness of local culinary businesses.
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