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All Journal Canrea Journal: Food Technology, Nutritions, and Culinary Journal
Muhamad Ridwan
Art Culinary Department, Politeknik Negeri Media Kreatif, Jakarta, Indonesia
Agriculture, Biological Sciences & Forestry

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Market acceptance of new formulated Sundanese Nasi Liwet: How branding affecting selling of traditional culinary Dimas Pinandoyo; M.U.C Afriasih; Muhamad Ridwan; Sucheta Khubber
jurnal1 VOLUME 6 ISSUE 1, JUNE 2023
Publisher : Hasanuddin University Food Science and Technology Study Program

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20956/canrea.v6i1.945

Abstract

This research aimed to analyze the effectiveness of new formulated Sundanese Nasi Liwet. Six new formulated Nasi Liwet had been formulated with the innovation of color and condiments. Overall acceptability was conducted. The six new formulated was sold with a different brand, namely “Milwet” with banana tree nuance, “Liwet Kuy” with mega mendung pattern, “Ngeliwet Yuk” with reddish simplicity nuance, “Ngeliwet” with reddish typography emphasis, “Pawon Indung” with Sundanese traditional jug icon, and “Ini Nasi Liwet” with simple blue nuance. It was found that market acceptance differed with overall acceptability. Despite of lowest overall acceptability, “Milwet” performed the highest market acceptance, followed “Ini Nasi Liwet”, “Ngeliwet”, “Liwet Kuy”, and “Pawon Indung”. Applying good brands could be used as an alternative to popularize traditional culinary.    
Co-Authors Dimas Pinandoyo M.U.C Afriasih Sucheta Khubber