COMMUNICATION AND PRODUCT DEVELOPMENT STRATEGY IN INTRODUCING BANGKEROK SUNDANESE TRADITIONAL SNACK OF DAPUROH TO CURRENT SOCIETY

• Main Author: Rakhmasyifa, Annisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57958
• Institution: Institut Teknologi Bandung

Traditional food is a cultural identity of a region that is built by its natural and cultural resources. Over time, many changes occur in the physical environment and the people?s habits, which resulting new foods. There is a possibility that new food will push away the old food, so the community might also abandon their traditional foods. In fact, this traditional food is a cultural wealth that can be a good tourist attraction to improve the regional economy. Japan is an example of a country known for its good cultural preservation efforts supported by technology utilization, one of which is for culture documentation. Indonesia is still having difficulties and struggling to do the documentation, so it needs to learn from other case studies. Bangkerok is one of the traditional Sundanese food products that the public has forgotten. DapurOh is a culinary business brand in Bandung that wants to revive and promote Bangkerok as a cultural heritage. Reflecting on the current conditions and the success of cultural preservation in Japan, DapurOh, besides targeting profit, aims to reintroduce traditional Sundanese food culture to today?s society to preserve Sundanese culture. The question is how to reintroduce the past products to today's civilization, especially in Bandung with its culture that has changed a lot. This study will discuss what adjustments and adaptations need to be made, both from product development strategies and communication, to introduce this Bangkerok product so that the people of Bandung can accept it. This study will involve young people as the main target market because they and their attachment with social media significantly influence disseminating information and current trends. Primarily, this study will find out how young people prefer to consume bangkerok and explore the journey they face in finding information related to new food trends. This study is done by conducting interviews and FGDs involving young people with various backgrounds, supported by various fields experts' opinions on market penetration that DapurOh wants to do. The results of the study show that it turns out that DapurOh's Bangkerok product is still less attractive, especially in terms of how to communicate it or its presentation. DapurOh must make adjustments in terms of concepts, branding, products, and strategies in communicating so that young people can feel more embraced and inclusive.