Optimizing the Development of Rangicok Product Innovations in the Banjar Sub-district, Banjar City [Optimalisasi Pengembangan Inovasi Produk Rangicok di Kelurahan Banjar Kota Banjar]

Abstract

Banjar City is one of the cities in West Java and was once a sub-district city part of Ciamis Regency, then upgraded its status to an administrative city. Since December 1, 2002, Banjar was designated as an autonomous city separate from Ciamis Regency. Brand Awareness of UMKM products as a basis for introducing a brand of a product. The right brand recognition strategy can facilitate consumers in choosing products that are widely circulating among the public and can deliver the business to enter the national market with distinctive characteristics inherent in the business. A brand can declare something about the value of the producer can even represent a particular culture. Brand usage shows the type of consumer who buys or uses the product. The purpose of this activity is to introduce the importance of a product brand in developing its micro, small and medium enterprises, especially Rangicok as a brand awareness strategy in introducing its business. The method used in this study is a qualitative and descriptive approach. The results of this study in introducing and developing the brand of business actors need to combine the role of brand management as an internal factor.