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All Journal AGRARIS: Journal of Agribusiness and Rural Development Research
Dyah Ismoyowati
Department of Agro-Industrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada, Yogyakarta
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

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Developing an Ingredient Branding Strategy Applied to Pigmented Rice Commodity Shafira Wuryandani; Dyah Ismoyowati; Endy Suwondo
AGRARIS: Journal of Agribusiness and Rural Development Research Vol 8, No 1: January-June 2022
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/agraris.v8i1.12013

Abstract

Pigmented rice agroindustry has just started its market development, thus require a branding strategy. It may apply an ingredient branding strategy that can increase brand awareness and equity of pigmented rice by highlighting the ingredients. This paper discussed the developing strategy of pigmented rice products using the Customer-Based Brand Equity Model (CBBE). The brand awareness and loyalty survey was conducted to analyze the pigmented rice brand equity. The survey also explored branding media to increase consumers’ brand equity. The survey captured 261 respondents from various cities in Indonesia. The results of the t-test showed a significant difference between regular and occasional consumers. The CBBE diagnosis indicated that the producer should highlight antioxidants, anthocyanin, and other health benefits through advertising, word of mouth, health-related campaigns, and informative packaging.
Co-Authors Endy Suwondo Shafira Wuryandani