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All Journal Pantarei: Jurnal Kreativitas dan Inovasi
Adi Iryanto
Sekolah Tinggi Desain Interstudi
Arts Education Social Sciences

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Strategi Branding dan Digital Marketing dalam Membangun Brand Lokal: Studi Kasus Almaz Fried Chicken Adi Iryanto; Oskar Judianto
Pantarei Vol 2 No 1 (2026): Media, Kreativitas, dan Inovasi di Era Transformasi Digital
Publisher : Prodi Ilmu Komunikasi Fakultas Komunikasi & Desain Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ptr.v2i1.339

Abstract

This study aims to analyze the branding and digital marketing strategies implemented by Almaz Fried Chicken, a local brand, to build awareness and accelerate market expansion in the digital era. The study used a qualitative approach with a case study method, through digital observation, in-depth interviews, and documentation analysis of brand activities on social media. The analysis was conducted thematically to identify marketing strategy patterns that include visual identity, brand narrative, and digital media utilization. The results show that the success of Almaz Fried Chicken is determined not only by product quality, but also by the strength of consistent visual branding and an effective digital communication strategy. A simple, modern, and easily recognizable visual identity plays a crucial role in increasing brand recall, while the narrative as a "proud local brand" can build emotional bonds with consumers. Furthermore, the use of social media platforms such as TikTok and Instagram through creative content, storytelling, and user-generated content has proven effective in creating virality and expanding market reach. However, this study also found that virality-based strategies face challenges in maintaining brand sustainability, particularly related to quality consistency, content innovation, and dependence on digital algorithms. Therefore, a more sustainable marketing approach is needed by holistically integrating cultural values, consumer experience, and digital strategy. This research contributes to the development of branding and digital marketing studies, particularly in the context of local brand growth in the digital economy era.
Strategi Marketing Mix Karya Sanggar Batik Katura di Kota Cirebon Ika Rusdika Dewi; Widiana Indah Permata; Adi Iryanto
Pantarei Vol 2 No 1 (2026): Media, Kreativitas, dan Inovasi di Era Transformasi Digital
Publisher : Prodi Ilmu Komunikasi Fakultas Komunikasi & Desain Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ptr.v2i1.356

Abstract

This study aims to analyze the implementation of marketing mix strategies at the Katura Batik Studio in Cirebon City as an effort to increase competitiveness while preserving batik cultural heritage. This study uses a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. Research informants include studio owners, artisans, and batik consumers. The analysis was conducted by referring to the 7P marketing mix concept, which includes product, price, place, promotion, people, process, and physical evidence. The results show that the marketing strategy implemented by the Katura Batik Studio is not only oriented towards economic aspects, but also on cultural values. The resulting products are of high quality with typical Cirebon motifs such as Mega Mendung, which have been maintained for generations. The pricing strategy is adjusted to the level of production complexity, while promotion is carried out through social media, word of mouth, and cultural events. In addition, the role of human resources, traditional production processes, and physical evidence such as showrooms also strengthen the consumer experience. The findings of this study indicate that optimal integration of marketing mix elements can increase consumer loyalty while strengthening the position of batik as a local cultural identity. This research contributes to the development of culture-based marketing strategies in the creative MSME sector.
Co-Authors Ika Rusdika Dewi Judianto, Oskar Widiana Indah Permata