Literature Review: Pengaruh Brand Image Terhadap Produk Kuliner Rendang di Sumatera Barat

Authors

  • Qumil Laila Arham Politeknik 'Aisyiyah Sumatera Barat
  • Rahmad Saputra Politeknik ‘Aisyiyah Sumatera Barat
  • Febriyan Pratama Defaz Politeknik ‘Aisyiyah Sumatera Barat

DOI:

https://doi.org/10.12928/jfc.v5i2.6584

Keywords:

citra merek, kuliner rendang, Sumatera Barat

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana citra merek produk kuliner rendang di Sumatera Barat. Penelitian ini menggunakan analisis kajian literatur dengan sumber seperti Sciencedirect, Researchgate, dan Google Scholar. Artikel yang dianalisis berjumlah sepuluh artikel. Kajian literatur juga dilakukan pada berbagai sumber buku dan sumber internet. Hasil penelitian menunjukkan bahwa brand image berdampak positif terhadap produk kuliner rendang di Sumatera Barat. Kuliner rendang juga memiliki nilai pendidikan dan nilai filosofis. Hasil penelitian kajian literatur ini menunjukkan bahwa brand image pada produk kuliner rendang dapat ditingkatkan dengan promosi dan peningkatan nilai produk agar tercipta kepuasan dan loyalitas pelanggan.

References

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Published

2022-12-30

Issue

Vol. 5 No. 2 [Desember 2022]

Section

Articles

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Copyright (c) 2022 Qumil Laila Arham, Rahmad Saputra, Febriyan Pratama Defaz

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