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All Journal BERKALA FISIKA JUSS (Jurnal Sosial Soedirman) Priviet Social Sciences Journal
Rosyidah, Ulfah
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Humanities Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Physics Social Sciences

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Journal : JUSS (Jurnal Sosial Soedirman)

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Cultural-Based Culinary Product Marketing Communication: A Case Study of Pempek Salisah in Blitar, East Java Sari, Rohmah Nia Chandra; Rosyidah, Ulfah; Arlinda, Silvi Aris
JUSS (Jurnal Sosial Soedirman) Vol 8 No 1 (2025): JUSS (Jurnal Sosial Soedirman)
Publisher : Fakultas Ilmu Sosial and Ilmu Politik Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20884/juss.v8i1.15980

Abstract

This study aims to examine the integrated marketing communication strategy employed by Kedai Pempek Salisah in introducing pempek—a traditional Palembang dish—in Blitar, a city with a distinct cultural background. Drawing on perception theory and integrated marketing communication, and using a descriptive qualitative approach within a constructivist paradigm, the study finds that Salisah's success lies in preserving the cultural identity of pempek while adapting to local tastes. Consistent communication strategies through social media, word of mouth, taste adjustments, and relatable promotional language help build emotional connections with consumers. The study concludes that effective intercultural communication in culinary marketing requires a balance between cultural preservation and contextual adaptation.
Co-Authors Arlinda, Silvi Aris Azhara, Mutiara Fatimah Masfuah, Wafirotul Sari, Rohmah Nia Chandra Somad, Bannu Abdul Sri Dewi Astuty Ilyas Syamsir Dewang