Strategi Branding Produk Lokal "Bir Pletok" Sebagai Identitas Budaya Betawi

Pramudita, Diah Ayu (2024) Strategi Branding Produk Lokal "Bir Pletok" Sebagai Identitas Budaya Betawi. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

Branding strategy has an important role in positioning local products such as Beer Pletok in a market dominated by global brands. In an effort to increase competitiveness and introduce Bir Pletok to the wider community, local products such as Bir Pletok must be able to highlight their uniqueness and inherent cultural values to be able to compete. Therefore, this research aims to determine the branding strategy for the local product Bir Pletok as a Betawi cultural identity amidst global brands using branding strategy theory consisting of brand positioning, brand identity, brand personality and brand communication. The research method used is qualitative with data collection techniques through interviews, observation and documentation. The research results show that the branding strategy efforts carried out by the two Bir Pletok businesses with the Bang Doel and Bir Pletok The Natura brands have not been completely successful. Even though various strategies have been implemented, such as marketing via social media, podcast events and MSME bazaars, there are still obstacles in the consistency and effectiveness of brand communication. Keywords : Pletok Beer, Culture, Betawi Cultural, Identity, and Branding Strategy

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