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All Journal Semantik : Jurnal Ilmiah Program Studi Pendidikan Bahasa dan Sastra Indonesia Martabe : Jurnal Pengabdian Kepada Masyarakat Balong International Journal of Design REiLA: Journal of Research and Innovation in Language Jurnal Pedagogi dan Pembelajaran Kalatanda : Jurnal Desain Grafis dan Media Kreatif eProceedings of Art & Design Jurnal Pendidikan Progresif
Sri Nurbani
Telkom University
Agriculture, Biological Sciences & Forestry Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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DESIGNING THE BRANDING FOR ROMANO'S TRADITIONAL SAGON SNACK IN BANDUNG Sausan; Siswanto, Riky Azharyandi; Nurbani, Sri
eProceedings of Art & Design Vol. 11 No. 6 (2024): Desember 2024
Publisher : Telkom University

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Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in local economies. Romano, an MSME specializing in coconut Sagon, struggles with brand awareness, making it hard to attract new customers. This study explores the importance of branding and provides insight into Romano's current business state. Data was collected through interviews with Romano’s owner, observations comparing Romano with competitors, and questionnaires with over 100 respondents to gauge consumer preferences. The study used the Activities, Interests, and Opinions (AIO) Model to map the customer journey, SWOT analysis to assess Romano's market position, and a Comparison Matrix to evaluate brand identity. The findings show that branding significantly influences customer decision-making. Romano's current branding is inadequate and misaligned with its target audience's preferences. This research underscores the need for Romano to create a strong branding to attract more customers. Keywords: MSME, branding, Sagon
Co-Authors Aisyi Syafikarani Apsari Wiba Pamela Bagas Maulana Akbar Dani Aditya Saputra Dimas Krisna Aditya Djoko Murdowo Febrina Millenianda Sekarputri I Gusti Agung Rangga Lawe M Hidayatullah Mohammad Isa Pramana Koesoemadinata Muhammad Hafizan Lubis Muhammad Naufal Sidiq Permana Muna, Ida Bagus Oka Suya Mutia Qana'a Nariswari, Gandes Dahayu Negara, Sultan Panji Pikir Wisnu Wijayanto Purnama, Yulian Putra, Putu Raka Setya Radhitya, Naufal Ali Rasyid, Muhamad Rainaldy Riky Azharyandi Siswanto Sausan Segara, Dewa Bagas Windhu Syarip Hidayat Syathroh, Isry Laila Yelly A Barlian Yelly A. Barlian Yelly Andriani Barlian Yulrifanto, Rifky Zeehan Syahbani