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Sri Maryanti
Fakultas Ekonomi Dan Bisnis Universitas Lancang Kuning
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Journal : GREENOMIKA

 1 
Analysis of Brand Perception and Relevance of Sukarara Woven Fabric Motifs in the Context of Cultural Identity and Market Kembang, Lale Puspita; Dewi Rispawati; Maryanti, Sri
GREENOMIKA Vol. 6 No. 2 (2024): GREENOMIKA
Publisher : Universitas Nahdlatul Ulama Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55732/unu.gnk.2024.06.2.1

Abstract

This study aims to analyze the level of Brand Awareness of Sukarara woven fabric motifs among domestic tourists. The method used in this study is a quantitative survey with data collection through questionnaires distributed to tourists visiting the area. The research sample consisted of 120 respondents selected through non-probability sampling techniques. The results of the study indicate that the level of Brand Awareness of Sukarara woven fabric motifs is at the brand recall level which is included in the high category, with an average value of 2.89 which is on a scale of 2.52 - 3.27. This finding indicates that domestic tourists have recognized and remembered Sukarara woven fabric motifs, although the product has not been the main choice when buying woven fabrics. This study provides important insights for craftsmen and marketers to formulate more effective marketing strategies to increase the attractiveness and relevance of Sukarara woven fabrics in the market so that they can transform from being simply recognized to being the main choice among consumers. Thus, this study is expected to contribute to the development of the local weaving industry and cultural preservation through increased brand awareness.
Analysis of Brand Perception and Relevance of Sukarara Woven Fabric Motifs in the Context of Cultural Identity and Market Kembang, Lale Puspita; Dewi Rispawati; Maryanti, Sri
GREENOMIKA Vol. 6 No. 2 (2024): GREENOMIKA
Publisher : Universitas Nahdlatul Ulama Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55732/unu.gnk.2024.06.2.1

Abstract

This study aims to analyze the level of Brand Awareness of Sukarara woven fabric motifs among domestic tourists. The method used in this study is a quantitative survey with data collection through questionnaires distributed to tourists visiting the area. The research sample consisted of 120 respondents selected through non-probability sampling techniques. The results of the study indicate that the level of Brand Awareness of Sukarara woven fabric motifs is at the brand recall level which is included in the high category, with an average value of 2.89 which is on a scale of 2.52 - 3.27. This finding indicates that domestic tourists have recognized and remembered Sukarara woven fabric motifs, although the product has not been the main choice when buying woven fabrics. This study provides important insights for craftsmen and marketers to formulate more effective marketing strategies to increase the attractiveness and relevance of Sukarara woven fabrics in the market so that they can transform from being simply recognized to being the main choice among consumers. Thus, this study is expected to contribute to the development of the local weaving industry and cultural preservation through increased brand awareness.
Co-Authors ., Ritawiyati Abdul Gani Abdurrazak Ade Irma Silviani Adriani, Puspita afred suci, afred Agustiningsih, Wulandari Alexsander Yandra, Alexsander Alfianti, Anggun Sukma Amalia, Helfi Amalia, Merlly Amiruddin Kalbuadi Amrul Jihadi Andika Noviawan, Lalu Andrayana, Gina Andria, Yass Anwar, Adrianda Apriani, Reni Arista Pradnyani, I G A Arizal N Artami, Ida Ayu Ketut Asri Oktiani Ayuningtyas , Fadilla Cecilia, Sisca Cicilia, Sisca Dayani, Rahman Dede Trie Kurniawan Dede Trie Kurniawan Dewi Rispawati Dewi, Suprayanti Efa Yonnedi Eka Putri, Sinta Widhayani Emi, Febrianty Endrike M Endrike M, Febrianty Emi Faezal, Faezal Fajri, Lalu Moh. Nazar Farrah Azzahra Yulfitriandi Fauzi, Abu Amar Faziah Putri Dwi Yunita Febrian Huamaidi Sukmana Febrianti, Femi Genadi, Yeldy Dwi Gusmarila Eka Putri HANDRA, HEFRIZAL Harahap, Toharuddin Hardi Hardi Hardi ' Hardi Hardi Hardi Hardi HARDI HARDI Hardi Hardi Hardi Hardi Hardi Hardi, Hardi Hasrayati Agustina Hendayani, Nenden Hidayat, Hakmi Hikmi , Henni Comala I Gusti Agung Arista Pradnyani, I Gusti Agung Arista Ibrahim, Mardhiyah Ida Kaniawati idel waldelmi, idel Imelda Helsy, Imelda Inova Fitri Siregar, Inova Fitri Irawan, Moh. Ali Yahya Irwan Cahyadi Jayanti, Ansri Kembang, Lale Puspita Khairunnisah, Noni Antika Khotmi, Herawati Kisman Kisman Kisman Kurniawan, Hakmi Lalu Delsi Samsumar, M.Eng. Lalu Rosmawan Latiar, Hadira Leoni Elda Saputri Lilik Apriani Lilit Rusyati Lishapsari Prihatini Listiawati, Milla Liviawati ' Lubis*, Nurhayani Lucky Lhaura Van FC, Lucky Lhaura M Thamrin M. Thamrin M. Thamrin M.Thamrin ' Mahmuluddin Maria Dewi, Suprayanti Maulana Sani, Maulana Meti Maspupah Meysahrani, Winia Mifatuhrachman Mifatuhrachman Mifatuhrachman, Mifatuhrachman Mubiar Agustin Muhammad Thamrin Muhammad Thamrin Muhammad Thamrin Mukhtar, Siti Nuraeni Muslim, Irwan Nadia Nuril Ferdaus Nahadi Netrawati, I Gusti Ayu Oka Nhestricia, Nhadira Ni Wayan Adelia Mutiara Asri Nila Rahayu Nining Sudiar Nisa Sholehah Pangsuma Nofrizal Nofrizal Nofrizal Nofrizal Nofrizal Nofrizal Novi Fajar Utami nurhayani lubis Nurhayani Lubis Nurhayani Lubis Nurhayani Lubis nurhayani lubis, nurhayani Nurlia, Isriani Nuryani Rustaman Oktiani, Asri Pebrianti Permadi, Lalu Adi Poetri, Fatma Freska prama widayat Prama Widayat Prama Widayat prama widayat, prama Putri, Dwi Noorma R. Riandi, R. Raharja, Rizki Maulana Rahayu, Nila Rahmat Hidayatullah Ramadhani, Ceila Ramadhanta, Frans Rizky Raniaziza, Tansya Retnowati, Weni Riandi Riandi Riandi Ridho Dwi Putra Rispawati, Dewi RITA WIYATI Rita Wiyati Ritawiyati Ritawiyati Ruba’yah Saasa Safrul , Siti Rahmayanti Safrul Rajab Sahari Bulan Samsidar Samsidar satria tri nanda, satria tri Septiani, Emilia Siti Sriyati Sri Hartati Sukardi, Rendi Restiana Suprayanti Martia Dewi Suprayanti Martia Dewi, Suprayanti Martia supriadin supriadin Susanto, Teguh Adhyatma Syahrir Syahrir Syahrul Syahrul Taufiqurrachman Nasihun Tijani Zata Izzati Auladifa Tri Prajarani, Indira Trie Kurniawan, Dede Tsaqafah, Pustaka Fitrah Untung Untung, Untung Vita Amelia, Vita Wahidah, Ananda Wahyu Sopandi Wahyudin, Y.A. Wardani, Laila Wardiningsih, Reny Wiliyani, Siti wiwin hindriyawati Wuryani, Murti Yanti Murni Yeldi Dwi Genadi Yonnedi, Efa Yuliandari, Rini yulina eliza Yunus Abidin Yuspiadi, Yuspiadi Zaenal Wafik, Ahmad Zubaidi, Fitriannisa F Zuber, Konar Zulkarnain