Analysis of Brand Image Strategy to Enhance Purchase Interest in Culinary Products
Abstract
One of the marketing strategies that need to be built by business actors is through marketing communications. One way to manage consumers and build consumer loyalty with brand image. This study aims to find out how the right brand image strategy is to increase interest in buying culinary products, especially in the city of Medan, and link this view with Islamic law. In this study, authors used a qualitative descriptive method with data collection techniques using observation and literature study, which is a data collection activity by conducting research through previous journals with environmental conditions of research objects that support research activities, so that a clear picture is obtained. about the condition of the research object. From this research it is known that the strategy to have a strong brand of culinary products is in five ways, namely: 1). Conduct brand assessment; 2) Develop a brand promise; 3) Create a brand blueprint; 4) Cultivate brand; 5) Increase brand advantage. This strategy is in line with business principles in Islam put forward by Hermawan Kartajaya who highly upholds consumer satisfaction, of course, based on Islamic law which consists of 10 principles that are all related to brand image strengthening strategies. With the characteristics of the Medan community that are diverse and dominated by nomads, the brand image strategy that is suitable for Medan City is a product image that can be accepted by all groups and certainly does not deviate from the rules or norms in society that are in accordance with current developments.
Downloads
References
Abi, Y. I. (2020). Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Kfc Di Kota Bengkulu. Managament Insight: Jurnal Ilmiah Manajemen, 15(1), 95–107. https://doi.org/10.33369/insight.15.1.95-107
Aisyah Siti, et al. (2020). Brand Management: Esensi, Posisi dan Strategi. Yayasan Kita Menulis
Fadhilah, I., Irwan Padli, N. (2023). Pengaruh Merek, Kualitas, dan harga terhadap Keinginan Konsumen untuk Membeli Mobil KIA All New Rio di Kota Medan. JIKEM: Jurnal Ilmu Komputer, Ekonomi Dan Manajemen (1) 206-217
Firmansyah, A., M, (2019), Pemasaran Produk dan Merek (Planning & Strategy), Surabaya: CV. Penerbit Qiara Media.
Hidayat, P., Ritonga, S., & Suharyanto, A. (2020). Strategi Pemasaran Brothers Café dalam Membangun Brand Image Bagi Pengunjung Di Kota Medan. Jurnal Ilmu Pemerintahan, Administrasi Publik, dan Ilmu Komunikasi (JIPIKOM), 2(1), 33-37. https://doi.org/10.31289/jipikom.v2i1.151
Marliyah., Suhaimi. (2023). Peluang Dan Tantangan Industri Halal Menuju Pusat Industri Global. Ekonom: Jurnal Ekonomi dan Bisnis, 3(1) 37-45
Mulitawati, Iga Mauliga dan Maya Retnasary, (2020), Strategi Komunikasi Pemasaran Dalam Membangun Brand Image Melalui Sosial Media Instagram (Studi Kasus Deskriptif Komunikasi Pemasaran Prodak Polycrol Forte Melalui Akun Instagram @ahlinyaobatmaag), Komunikologi: Jurnal Pengembangan Ilmu Komunikasi dan Sosial, 4(1).
Nofrizal, Taufik, (2018), Analisis pengaruh brand image terhadap brand loyalty pada Brother Jonn and Sons di Bandung, Bandung: Skripsi Universitas Katholic Parahyangan
Nurbaiti., Siti Aisyah. (2023). Analisis Implementasi Halal Supply Chain Management Pada Industri Pengolahan Makanan Studi Kasus Mumubutikue Medan. Economic and Business Management International Journal (EABMIJ), 5(2), 157-165.
Nurlaila, N., & Nainggolan, W. N. (2021). Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Indihome Pada Witel Medan. Jurnal Akuntansi, Keuangan dan Perpajakan, 4(1), 33-43.
Pratama, K. E., & Nurbaya, S. (2018). Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Di Distro Osing Deles Banyuwangi. JAB Jurnal Aplikasi Bisnis, 4(2), 495–499. http://jab.polinema.ac.id/index.php/jab/article/view/269
Putri et al. (2019). Pengaruh Brand Image dan Perceived Quality Terhadap Keputusan Pembelian Produk Kosmetik La Tulipe di Kota Padang. Jurnal Ecogen, 1(4).
Rachmawati, A., Kana, A. A., & Anggarini, Y. (2021). Pengaruh Harga, Kualitas Produk, dan Gaya Hidup terhadap Proses Keputusan Pembelian Produk Hijab di Nadiraa Hijab Yogyakarta. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 1(2).
Rina, N., & Yuriadi, R. (2019). Strategi Komunikasi Pemasaran Dalam Mempertahankan Brand Image Brownies Amanda Sebagai Kue Oleh-Oleh Bandung. Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi), 5(1), 66-73. https://doi.org/10.25124/liski.v5i1.1820
Teddy Ricardo, & Nasar Buntu Laulita. (2022). Perancangan dan Penerapan Strategi Promosi atau Membangun Brand Image melalui Media Digital dan Pelatihan pada UMKM Caukong. Jurnal Pengabdian Kepada Masyarakat Nusantara, 3(2), 1442-1451. Retrieved from https://ejournal.sisfokomtek.org/index.php/jpkm/article/view/590
Toha, M., & Supriyanto. (2023). Factors Influencing The Consumer Research Process: Market Target, Purchasing Behavior and Market Demand (Literature Review Of Consumer Behavior). Danadyaksa: Post Modern Economy Journal, 1(1), 1–17. https://e-journal.bustanul-ulum.id/index.php/danadyaksa/article/view/5
Copyright (c) 2023 Revika Viola Azzahara, Muhammad Yafiz
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
