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All Journal JUSS (Jurnal Sosial Soedirman) Tuturlogi: Journal of Southeast Asian Communication
Sari, Rohmah Nia Chandra
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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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.
Strategi Penguatan Corporate Branding Badan Kepegawaian Negara (BKN) sebagai Katalisator Kerja Sama Nasional dan Internasional Sari, Rohmah Nia Chandra
Tuturlogi: Journal of Southeast Asian Communication Vol 7, No 1 (2026): Tuturlogi: Journal of Southeast Asian Communication (IN PRESS)
Publisher : Universitas Brawijaya

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Abstract

This study aims to examine the strategy of strengthening corporate branding of the National Civil Service Agency (Badan Kepegawaian Negara) as an effort to strengthen cooperation at the national and international levels. Corporate branding in public organizations is an important instrument in building institutional image, increasing public trust, and expanding national and international collaboration networks. This study uses a thematic research approach by examining branding elements that can be applied such as strengthening visual identity, strategic communication and utilization of digital media. The results of this study indicate that BKN implements various branding strategies, such as strengthening visual identity, optimizing digital media and consistent institutional narratives. Effective corporate branding contributes to the formation of a positive image of BKN. In addition, it opens up opportunities for broad cooperation with national and international partners. 
Co-Authors Aris Arlinda, Silvi Rosyidah, Ulfah