Analysis of Brand Image Strategy to Enhance Purchase Interest in Culinary Products
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,...
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| Format: | Article |
| Language: | English |
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Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2023-12-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Subjects: | |
| Online Access: | https://e-journal.uac.ac.id/index.php/iijse/article/view/3707 |
| _version_ | 1797328119472848896 |
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| author | Revika Viola Azzahara Muhammad Yafiz |
| author_facet | Revika Viola Azzahara Muhammad Yafiz |
| author_sort | Revika Viola Azzahara |
| collection | DOAJ |
| description |
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.
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| first_indexed | 2024-03-08T06:46:23Z |
| format | Article |
| id | doaj.art-a0a27557732e4172b74a231c766b687e |
| institution | Directory Open Access Journal |
| issn | 2621-606X |
| language | English |
| last_indexed | 2024-03-08T06:46:23Z |
| publishDate | 2023-12-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj.art-a0a27557732e4172b74a231c766b687e2024-02-03T07:55:04ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2023-12-0171Analysis of Brand Image Strategy to Enhance Purchase Interest in Culinary ProductsRevika Viola Azzahara0Muhammad Yafiz1Universitas Islam Negeri Sumatera Utara, Medan, IndonesiaUniversitas Islam Negeri Sumatera Utara, Medan, Indonesia 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. https://e-journal.uac.ac.id/index.php/iijse/article/view/3707Brand Image, Culinary Products, Medan |
| spellingShingle | Revika Viola Azzahara Muhammad Yafiz Analysis of Brand Image Strategy to Enhance Purchase Interest in Culinary Products Indonesian Interdisciplinary Journal of Sharia Economics Brand Image, Culinary Products, Medan |
| title | Analysis of Brand Image Strategy to Enhance Purchase Interest in Culinary Products |
| title_full | Analysis of Brand Image Strategy to Enhance Purchase Interest in Culinary Products |
| title_fullStr | Analysis of Brand Image Strategy to Enhance Purchase Interest in Culinary Products |
| title_full_unstemmed | Analysis of Brand Image Strategy to Enhance Purchase Interest in Culinary Products |
| title_short | Analysis of Brand Image Strategy to Enhance Purchase Interest in Culinary Products |
| title_sort | analysis of brand image strategy to enhance purchase interest in culinary products |
| topic | Brand Image, Culinary Products, Medan |
| url | https://e-journal.uac.ac.id/index.php/iijse/article/view/3707 |
| work_keys_str_mv | AT revikaviolaazzahara analysisofbrandimagestrategytoenhancepurchaseinterestinculinaryproducts AT muhammadyafiz analysisofbrandimagestrategytoenhancepurchaseinterestinculinaryproducts |