Strategi Branding Sembung Batik Kulon Progo dalam Menarik Minat Konsumen di Era Pandemi Covid-19
Abstract
Corona Virus Disease 2019 (COVID-19) is a novel virus variant transmitted in Indonesia in 2021 and has substantially impacted several sectors in Indonesia. To control the spread of the COVID-19 outbreak, the government took action by restricting community activities. The policies set by the government resulted in a decline in economic activity. The decline has apparently impacted several producers in Indonesia, one of which is the producer of Batik owned by Sembung Batik Kulon Progo. This research focuses on how the branding strategy of Kulon Progo Batik attracts consumer’s interest during the COVID-19 pandemic. The purpose of this research is to find out the branding strategy used by Sembung Batik Kulon Progo in attracting customers during the COVID-19 pandemic. This research used ten brand elements, namely Brand Identity, Brand Positioning, Brand Differentation, Brand Communication, Brand Image, Brand Personality, Brand Equity, Brand Experience, and Brand Gap.This research is a type of qualitative descriptive research, where the data collection is carried out through interviews, observation, and secondary data. It is hoped that this research will be able to provide information to a wide audience regarding the scope of brand strategies that actually occur in the field.
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DOI: http://dx.doi.org/10.24014/kjcs.v4i2.21720
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