Citation:

Anastasha Juliani Hartono, Muhammad Rayyis Shaddam, Jajat Sudrajat. "The Role of Branding in Traditional Food Business Development" International Research Journal of Economics and Management Studies, Vol. 4, No. 2, pp. 59-63, 2025.

Abstract:

The global food industry is growing, driven by changing consumer preferences and as technology rapidly develops. Traditional food businesses face challenges in maintaining their popularity amid the rise of fast food and modern culinary trends. An effective marketing strategy is essential in promoting this traditional food business. This research examines the role of branding in developing traditional food businesses, focusing on the Indonesian context. This study aims to determine how branding might boost the appeal of traditional food enterprises, particularly those that sell fermented foods that are indigenous to West Java. This research uses an action research method approach. The results showed that branding plays an important role in differentiating a traditional food business from its competitors and increasing its appeal in the eyes of consumers. The study concludes that branding strategies, such as visual and community-based branding, can effectively promote traditional food businesses and can be trusted to preserve the value significance of their culture.

References:

[1] Anggreni, P., Wayan, I., &; Arsana, G. (2022). CONSUMER PREFERENCE FOR SMARTPHONE BRANDS BASED ON OPERATING SYSTEM (Comparative Study of Smartphones using iPhone S/IOS with Android OS). JUIMA, 12(1). https://www.gartner.com/newsroom/id
[2] Bambang D. Prasetyo, &; Nufian S. Febriani. (2020). Branding Strategy: Communication Theory and Perspectives in Business. Universitas Brawijaya Press
[3] Dharma, N. P. S. A., & Sukaatmadja, I. P. G. (2015). The Influence of Brand Image, Awareness, and Product Quality on Apple Product Buying Decisions. E-Journal of Management Unud, 4(10).
[4] Christian Lysander. (2013). BRAND IMAGE, PRODUCT QUALITY, AND PROMOTION INFLUENCE CONSUMER SATISFACTION IN TRADITIONAL FOODS. EMBA Journal: Journal of Economic, Management, Business and Accountant Research, 1(3), 233–354.
[5] Dr. Muhammad Yaumi, M. Hum. , M. A. (2016). Action Research: Theory, Model, and Application (M. Pd. Dr. Nurdin Ibrahim, M. Ed. M. Drs. Syahid, & S. P., M. Pd. Sitti Fatimah S. Sirate, Eds.). Gold
[6] Dr. Wiwi Wikanta, M. Kes. (2019). Making Oncom Practical and Safe Aflatoxin.
[7] Harsana, M., Baiquni, M., Harmayani, E., &; Widyaningsih, Y. A. (2018). THE POTENTIAL OF TRADITIONAL FOOD KUE KOLOMBENG AS A TOURIST ATTRACTION IN THE SPECIAL REGION OF YOGYAKARTA. In HEJ (Home Economics Journal) (Vol. 1, Issue 2).
[8] Harsana, M., Rinawati, W., &; Fauziah, A. (2023). Inventory of traditional food in supporting the development of culinary tourism. JPPI (Indonesian Journal of Educational Research), 9(1), 81. https://doi.org/10.29210/020221974
[9] Marissa Grace Haque-Fawzi, Ahmad Syarief Iskandar, Heri Erlangga, Nurjaya, &; Denok Sunarsi. (2022). MARKETING STRATEGY Concept, Theory and Implementation. Pascal Books.
[10] Sastraatmadja, D. D., Tomita, F., &; Kasae, T. (2002). Production of High-Quality Oncom, a Traditional Indonesian Fermented Food, by the Inoculation with Selected Mold Strains in the Form of Pure Culture and Solid Inoculum. In J. Grad. Sch. Agr. Hokkaido Univ (Vol. 70).
[11] Sharif, O., Hoque, M. M., &; Hossain, E. (2019). Sentiment Analysis of Bengali Texts on Online Restaurant Reviews Using Multinomial Naïve Bayes. 2019 1st International Conference on Advances in Science, Engineering and Robotics Technology (ICASERT), 1–6. https://doi.org/10.1109/ICASERT.2019.8934655
[12] Sungkawati, E., Ir Dian Meliantari, Ms., Ash Shadiq Egim, M., &; Mumuh Mulyana, M. (n.d.). Consumer Behavior (An Introduction) CV Issuer. Eureka Media Literacy.
[13] Wekke, I. S. (2019). Social Research Methods. https://www.researchgate.net/publication/344211045
[14] Winarto, H. (n.d.). MARKETING STRATEGY Hari Winarto MARKETING STRATEGY.
[15] Yunianto, A. E., Saepulmilah, C., Rasyid, A. F., Astriani, A. S., Khairinisa, S., &; Ningsih, S. R. (2021). FUNCTIONAL FOOD NUTRITION EDUCATION BASED ON LOCAL FOOD AS AN EFFORT TO INCREASE BODY IMMUNITY IN PREVENTING COVID-19 (Vol. 7, Issue 2).

Keywords:

Branding, Marketing, Oncom Food Business, Traditional Food.