REBRANDING SOTO SANGKA BANYUMAS UNTUK MENINGKATKAN BRAND AWARENESS SEBAGAI PELESTARIAN KULINER LEGENDARIS

FIRZATULLAH, IKHWANI FATA (2024) REBRANDING SOTO SANGKA BANYUMAS UNTUK MENINGKATKAN BRAND AWARENESS SEBAGAI PELESTARIAN KULINER LEGENDARIS. Undergraduate Thesis thesis, Institut Teknologi Telkom Purwokerto.

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Abstract

This research aims to rebrand Soto Sangka Banyumas, a legendary culinary dish long known in the Banyumas region. The rebranding is conducted to enhance the appeal and competitiveness of Soto Sangka in both local and national culinary markets. Additionally, this research aims to preserve the existing cultural and culinary heritage and introduce Soto Sangka to the younger generation and a broader market. The research uses qualitative methods with direct observation, interviews, and questionnaires to collect primary data from the owner, family, and customers of Soto Sangka. Secondary data is obtained from various relevant literature. Data analysis is performed using the SWOT method (Strengths, Weaknesses, Opportunities, Threats) to identify the strengths, weaknesses, opportunities, and threats faced by Soto Sangka. The results show that the authenticity of taste and consistent location are the main strengths of Soto Sangka. The choice of media for rebranding focuses on social media, especially Instagram, due to its high usage by the younger generation and the lack of competitors utilizing this platform optimally. Additionally, supporting media chosen includes store signs, aprons, keychains, stickers, and posters. The branding strategy includes updating the logo, packaging, and using the tagline "Eternal Taste Legacy" to build an emotional connection with consumers. This approach is expected to create a new, more modern image without losing the historical value and original quality of the product, as well as expand the market share and increase customer loyalty. Keyword : Rebranding, Legendary Culinary, Soto Sangka.

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