Open AccessProduct Branding Nata De Legen Dusun Shoberoh Desa Dalegan Kecamatan Panceng Kabupaten Gresik
Author(s) -
I'lamatul Laili
Publication year - 2019
Publication title -
jurnal ilmu komunikasi/jurnal ilmu komunikasi
Language(s) - English
Resource type - Journals
eISSN - 2723-2557
pISSN - 2088-981X
DOI - 10.15642/jik.2019.9.1.33-50
Subject(s) - product (mathematics) , advertising , business , social media , psychology , computer science , mathematics , world wide web , geometry
This article discusses the process of product branding “Nata de Legen” conducted by the Legen Shoberoh Group (KLS) and the media used. This research uses a qualitative approach. The aim is to describe the product branding process and the media used by KLS in marketing Nata de Legen. The results showed that the product branding carried out by KLS includes four stages; recognition, attracting consumers, marketing, and customer loyalty. In product branding, KLS optimizes services and provides empathy to customers with personal communication. The media used in the product branding process are social media Facebook and Whatsapp, then the point of purchase, namely the Dalegan White Sand tour