WINGKO O’S BRAND STRENGTHENING AND MARKETING STRATEGY
Abstrak
Semarang is a place of acculturation and assimilation, including in culinary, with wingko as one of the culinary specialties that continues to grow. However, interest in traditional culinary is declining, so conservation is needed to maintain the existence of wingko. Historical research reveals that wingko has existed since 1946 and triggered the emergence of wingko producers in Semarang. To preserve wingko among millennials, efforts such as culinary events, product innovation, research, and consumption promotion are carried out. Data were collected through observation, interviews, and documentation, and analyzed using a systematic method. The results showed that the marketing strategy and brand strengthening of wingko “O” were effective in improving brand image and reaching a wider market.Referensi
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Nisa, K., Ainuri, M., & Falah, M. A. F. (2021). Quality characterization of “wingko” traditional food by applying vacuum packaging in a tropical environment. IOP Conference Series: Earth and Environmental Science, 672(1). https://doi.org/10.1088/1755-1315/672/1/012064
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Salsabilla, T. A., Studi, P., Akuntansi, P., Keguruan, F., Ilmu, D. A. N., & Surakarta, U. M. (2022). Strategi Pemasaran Wingko Babat Home Industry Non Label Dengan Sistem Produksi Made To Order Di Desa Nglajo Kecamatan Cepu.
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Sarwopeni, S. D., & Saraswati, U. (2021). Intangible Conservation : Keberadaan Wingko Babat Kuliner Khas Semarang Tahun 1946-2019. Journal of Indonesian History, 10(1), 77–85.
Studi, P., Kelola, T., Pascasarjana, S., Yogyakarta, K., & Yogyakarta, D. I. (2021). Pada Bakpia Dan Wingko Babat Xyz. 10.
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Yaskun, M., Priya Pambudy, A., Khoirul Hidayat, dan, Studi Teknologi Industri Pertanian, P., & Trunojoyo, U. (2019). Strategi Pengembangan Industri Wingko Babat. E-Prosiding SNasTekS, 1(1), 357–366. https://journal.unusida.ac.id/index.php/snts/article/view/105.
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