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Journal : Jurnal ASPIKOM

Celebrity Cake Branding as the Initiators of Nowadays Cake Rostika Yuliani; Susanne Dida; Nisa Eka Nastiti
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 5, No 1 (2020)
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v5i1.435

Abstract

The development of business culinary in Bandung city invited Indonesian national celebrities to invest in cake shops. Laudya Cynthia Bella, with her Bandung Makuta, and Ananda Omesh, with his Bandung Kunafe, were the initiators. The research aimed to assimilate the branding methods of Bandung Makuta and Bandung Kunafe as nowadays cakes. The research used a combination between a qualitative method and a study-case approach. The data was collected by performing interviews, observation, literature review, and online data gathering. The research found that branding activity run by Bandung Makuta and Bandung Kunafe in the form of advertising, marketing, public relations, and special events was considered successful in making residents and tourists of Bandung visit Bandung city and purchase the products. Taglines #initehngangenin (#itismemorable) and #lembutpisaneuy (#itisalsomoist) promoted by Bandung Makuta and Bandung Kunafe, respectively, triggered the customers to be more intrigued by the products. The research recommended that Bandung Makuta and Bandung Kunafe start to innovate and modify their products, notably the form, taste, and package
Co-Authors AA Sudharmawan, AA Aang Koswara Aat R. Nugraha, Aat R. Aat Ruchiat Nugraha Abdul Qayoum Safi Amelinda Vindrayani Fuad Andi Subhan Amir Anggita Sarasati Annisa Luthfiyyah Anton Surahmat Arif Rifqi Zaidan Asep Suryana Centurion Chandratama Priyatna Cho, Sung Kyum Dadang Rahmat Hidayat Deddy Mulyana Diah Fatma Sjoraida Eko Purnomo Elnovani Lusiana Emanuel S Leuape Evi Novianti Evi Nursanti Rukmana, Evi Nursanti Fachry Abda El Rahman Farida Nurfalah, Farida Feliza Herison Feliza Zubair Firunika Intan Cahyani FX. Ari Agung Prastowo Gobel, Sry Ade Muhtya Hanny Hafiar Hanny Hafiar Hazrat Shah Kayen Herlina Agustin Heru Ryanto Budiana Ihsan, Nadhifa Imara Jenny Ratna Suminar Jenny Ratna Suminar Juwono Tri Atmodjo Kairupan, Natasha Helena Kautsar, Marwa Khatol Shafiq Kholidil Amin Kokom Komariah Leuape, Emanuel S Lexianingrum, Siti Rahayu Pratami Lilis Puspitasari Luthfiyyah, Annisa Lyra Vellaniza Ferbita M. Arie Desman Maryani, Eni Maulvi, Herzi Rahmatia Melinda Puspa Negara Moh Faidol Juddi Muhammad Mulyadi Pane Muslimin, Fauzy Akmal Mustaffa, Normah Mutia Anindri Mutia, Lu'lu Natasha Putri Tumakaka Nikitamara Nikitamara Nisa Eka Nastiti Nugroho Ajie Hartono Nursari, Tita Nuryah Asri Sjafirah Nuryah Asri Sjafirah, Nuryah Asri Nuryanto, Iis Latifah Pane, Muhammad Mulyadi Paramitha Wydaswari Paraswati, Vellyana Pratiwi, Soraya Ratna Priyadharma, Subekti Wirabhuana Purwanti Hadisiwi Renata Anisa Retasari Dewi Retasari Dewi Retasari Dewi, Retasari Rizaldy, Dendy Shobron Rostika Yuliani RR. Ella Evrita Hestiandari Rumyeni, Rumyeni Sa'adatul Aliyah Safi, Abdul Qayoum Saleha Rodiah Sarah Isabella Silaban Setiyanti, Yanti Setyanto, Yugih Shafira Putri Citra Utami Siti Karlinah Soraya Ratna Pratiwi Sukarno Sung Kyum Cho Susie Perbawasari Syamsiar, Syamsiar Syauqy Lukman Tasha Suciati Amanda Putri Tika Mutia Tine Silvana Rachmawati Titut Yuli Prihyugiarto Trie Damayanti Utami, Shafira Putri Citra Uud Wahyudin Willia Yusup Hardy Yanti Setianti Yanti Setiyanti Yuliani, Rostika