STRATEGY FOR STRENGTHENING THE IMPACT OF GEOGRAPHICAL INDICATIONS IN THE SALES OF PANDANWANGI RICE PRODUCT IN CIANJUR DISTRICT, WEST JAVA

• Main Author: Rahmana Putra, Febrian
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/36201
• Institution: Institut Teknologi Bandung

Geographical indications provide protections against signs identify an area of the country, or area in the region as the origin of the goods, where reputation, quality and the characteristics of the item are largely determined by the geographical factor concerned. As one of the production that cultivating Pandanwangi Rice Cianjur, Sukamulya Cooperative must improve their member’s welfare. Cooperative has unique value that sells pure rice of Pandanwangi under name Beras Menak that sold in premium price (25,000/kg IDR). With that uniqueness, the cooperative must compete with other brand. Although Pandanwangi rice has their unique characteristic, the declining sales still faced on Cooperative. Conducting data in this research is by interview between stakeholders in Pandanwangi rice to gain recent information about the general condition. The method used is descriptive method. Also this research doing flavour test experiment to MBA ITB students. The method in sampling is purposive sampling. To strengthening the sales of Beras Menak. Cooperative must consider many factors such as Building Strong Geographical Indications, Optimizing Digital Marketing Strategies, and Delivering Sustainable Action by Cooperative. Under protection in Legal through Geographical Indication, Cooperative has authority to defense their product that is protected by Government Regulation about Geographical Indication. If the synergy between each other stakeholders can run properly, perhaps in the future sales of Beras Menak increasing significantly. By maintaining the process, cooperative can have the data in recent condition about the effectiveness in promoting GI of their products.