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All Journal Channel : Jurnal Komunikasi JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal The Messenger Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal of Community Engagement) JURNAL MANAJEMEN MOTIVASI Nyimak: Journal of Communication Jurnal Analisa Sosiologi Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat Jurnal Profetik Communicare : Journal of Communication Studies Journal of Media and Communication Science (JcommSci) Kumawula: Jurnal Pengabdian Kepada Masyarakat Mediakom : Jurnal Ilmu Komunikasi Jurnal Berdaya Mandiri COMMICAST Jurnal Ilmiah Wahana Pendidikan Jurnal Impresi Indonesia Mauriduna : Journal of Islamic studies Jurnal Ilmu Komunikasi Berita Kedokteran Masyarakat Journal of Creative Student Research Journal Publicuho Jurnal Pendidikan dan Ilmu Sosial Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Score: Jurnal Lentera Manajemen Pemasaran QOSIM: Jurnal Pendidikan, Sosial & Humaniora EDUCATIONAL: Jurnal Inovasi Pendidikan dan Pengajaran CHANNEL: Jurnal Komunikasi PESHUM
Rendra Widyatama
Program Studi Ilmu Komunikasi, Fakultas Sastra, Budaya Dan Komunikasi, Universitas Achmad Dahlan
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Transportation Veterinary Other

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Strategi Branding untuk Meningkatkan Penjualan dan Membangun Identitas Merek:: Studi Kasus: Sego Salsa Kitchen Amalia Putri Salsabila; Rendra Widyatama
Journal of Creative Student Research Vol. 4 No. 2 (2026): April : Journal of Creative Student Research
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jcsr-politama.v4i2.6058

Abstract

Competition in the culinary industry requires MSMEs not only to rely on product quality but also to build a strong brand identity through appropriate branding strategies. This study aims to analyze the branding strategy of Sego Salsa Kitchen in establishing its brand identity and its role in enhancing customer loyalty and strengthening the brand’s position in the local market. The research employs a qualitative approach with a case study method, utilizing interviews, observations, and documentation, which are analyzed thematically. The findings indicate that Sego Salsa Kitchen emphasizes authenticity, consistency of traditional flavors, and the effective use of visual identity and social media. These branding strategies contribute to shaping positive perceptions, increasing customer loyalty, and maintaining competitiveness in the local culinary business. In conclusion, the branding strategy implemented by Sego Salsa Kitchen plays a significant role in building brand identity and strengthening the competitiveness of local culinary enterprises, although further enhancement in the integration of digital marketing communication is still required.
Co-Authors Abiyyah, Althof Adiprabowo, Vani Dias Amalia Putri Salsabila Ana Puspita Indah Ananda, Dhiaksa Adhi Ananda, Vidya Anang Masduki Andre Fairiza Anjani, Sefylia Aziz, Maulana Abdul Baiquni, Fahmi Cindy Mutiara Dedi Pramono Desy Ratna Sari Devi Rantika Eko Aribowo Fatih Rizqi Jatikusuma Handoyo Fatwa Sari Tetra Dewi Fitrinanda An Nur Gita Ayu Pertiwi Hidayatussalamah, Hidayatussalamah Indria Laksmi Gamayanti Kharisma Alfi Liliek Budiastuti Wiratmo Maghfurrohman, Muhammad Maizatul Haizan Mahbob Maya Ulyani Muchti, Firmansyah Aditya Muzaina, Manda Laila Noer Doddy Irmawati Nur Rahmawati Nur Ramaini Paderan, Mark Peni Larasati Pranata*, Randi Prita Devy Igiany Rahmat Muhajir Nugroho Raid Naufaijlal Rinanda Gema Pangestika Riyas Hafiz Fadilla Ramadhan Rumhanik Yuli Utami Sabri Sadewo, Dimas Ulinnuha Saputra, Rendie Abdi Sujiwa, Krisna Suranto Toto Sudargo Vebriyanti Vebriyanti Vidya Ananda Yuniasih, Dewi Zeni Putri Pinasti Zsolt, Habil Polereczki