Local Brand Adaptation Strategy: "Tiger Hood" In Bukittinggi

Authors

  • Sindy Fadila Institut Seni Indonesia Padangpanjang, Indonesia
  • Suharti Institut Seni Indonesia Padangpanjang, Indonesia
  • Yetty Oktayanty Institut Seni Indonesia Padangpanjang, Indonesia

DOI:

https://doi.org/10.58526/jsret.v3i3.454

Keywords:

Strategy, adaptation, local brand

Abstract

This research discusses "Local Brand” Adaptation Strategy: Tiger Hood in Bukittinggi. The purpose of this study is to describe the obstacles faced by the local brand Tiger Hood and how the adaptation strategy of the local brand Tiger Hood in Bukittingg. The theory used in this study is Tallcot Parson's theory of structural functionalism. The method used is a qualitative method with observation, interview, and documentation data collection techniques. The findings in this study explain that the local brand Tiger Hood has several obstacles in facing competition between fellow local brands in Bukittinggi such as fierce competition, changes in consumer preferences and consumer misperception. The adaptation strategies carried out by the local brand Tiger Hood such as promotions on social media, promos and discounts, improving product quality and improving customer service.

 

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Webtogafi

https://Bukittinggikota.go.id

https://kbbi.kemdikbud,go.id

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Published

2024-09-01

How to Cite

Fadila, S., Suharti, & Yetty Oktayanty. (2024). Local Brand Adaptation Strategy: "Tiger Hood" In Bukittinggi. Journal of Scientific Research, Education, and Technology (JSRET), 3(3), 954–960. https://doi.org/10.58526/jsret.v3i3.454

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