Difusi Inovasi Komunikasi Pemasaran dalam Membangun Kuliner Brand sebagai Oleh-Oleh Khas Tulungagung pada Jenang Pak Lasimun. (Diffusion of Marketing Communication Innovation in Building a Culinary Brand as a Typical Tulungagung Souvenir at Jenang Pak Lasimun).

Febrianasari, Arum (2024) Difusi Inovasi Komunikasi Pemasaran dalam Membangun Kuliner Brand sebagai Oleh-Oleh Khas Tulungagung pada Jenang Pak Lasimun. (Diffusion of Marketing Communication Innovation in Building a Culinary Brand as a Typical Tulungagung Souvenir at Jenang Pak Lasimun). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Amid increasingly fierce competition in the culinary industry, building an established culinary brand is very important for Jenang Pak Lasimun, a producer of traditional Tulungagung Jenang, facing the challenge of continuing to innovate to compete with modern culinary trends. One of the initiatives is to utilize Instagram social media to conduct diffusion of marketing communication innovations in building a culinary brand as a typical souvenir from Tulungagung. This research focuses more on the application diffusion of marketing communication innovations in building culinary brands as typical Tulungagung souvenirs. The research aim is to understand the implementation of marketing communication innovation diffusion in building a brand for Tulungagung's typical souvenirs. Using a descriptive qualitative method with a case study approach, researchers gathered data through observation, in-depth interviews, and documentation. The results show that Jenang Pak Lasimun successfully built a culinary brand through innovation diffusion on Instagram. However, the researcher suggests paying more attention to social media and optimizing online promotional marketing through Instagram and other owned media to increase the effectiveness of brand building.

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