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Vonny Tiara Narundana
Universitas Bandar Lampung
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Economic elasticity and linguistic strategies in marketing processed Cassava: A systematic literature review Dhora, Sony Tian; Abbas, Asriani; Defrizal, Defrizal; Narundana, Vonny Tiara; Agustina, Dian Resha
Journal of Economics Research and Policy Studies Vol. 5 No. 3 (2025): Journal of Economics Research and Policy Studies
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jerps.v5i3.2255

Abstract

The processed cassava industry in Indonesia plays a strategic role in supporting food security and regional economic development, yet it remains underexplored from the perspectives of economic elasticity and promotional language. This systematic literature review synthesizes recent empirical and theoretical studies on price and income elasticity and linguistic strategies in agro-food marketing. Literature searches were conducted using the Publish or Perish 8 software across Scopus, Web of Science, and Google Scholar databases for the 2019–2025 period with the keywords “cassava industry,” “price elasticity,” “income elasticity,” “marketing discourse,” and “linguistic strategy in agro-food.” From an initial 200 articles, 43 met the inclusion criteria and were analyzed in depth. The findings reveal that the price elasticity of processed cassava products varies across market segments, influenced by product differentiation and consumer income. Promotional language employing metaphors, health claims, and cultural references enhances consumer perception and willingness to pay. This study highlights the importance of integrating economic elasticity analysis with discourse-based marketing strategies to strengthen competitiveness and sustainability in Indonesia’s processed cassava industry.
Co-Authors Abbas, Asriani Abdurrahman Saputra Agung Rachmadi Agustina, Dian Resha Anggalana Appin Purisky Redaputri Arfan Pratama. SA, M. Bagas Jenisa Pratama Budhi Waskito Defrizal Defrizal Defrizal Dhora, Sony Tian Eva Sari Evi Maidasari Fajar Wahyuningsih Farida Efriyanti Gilang Cahya Samudra Handoko Handoko Harun, Renaldi Hasrun Afandi Umpusinga Helen Chrystina Putri Hendri Dunan Hendri Hendri Jefry Wijaya Kenko Gunawan, Kangsen Krisnawati Anggrayani Larasati, Dhesy Niken M. Denu Poyo M. Oktaviannur M.Iqbal Alfarizi Miranda Ariyanti Muhammad Alfarizy Muhammad Fauzi Yazid Nabilla R, Yoeana Syifa Napoleon Bintang Niki Agus Santoso Novi Agustin Nurdiawansyah Nurdiawansyah Oktasa, Muhatir Padli, Muhammad Rizki Rabindra, Rabindra Ramanda Fichan, M. Randi Prasetyo Rina Lolyana Rio Nopaldi Rizky, Muhammad Satrio Sobri Hamid Shinta Septia Sinta Ariska Solihin Solihin Steven Frans Susilowati Susilowati Tri Lestira Putri Warganegara Vincent aryawan Vio Prakusya Oestabima Yanuarius Yanu Dharmawan Zsazsa Mayori