ANALISIS STRATEGI BISNIS DALAM MEMBANGUN BRAND ASTANANA

Authors

  • Resya Dwi Marselina
  • Putri Aulia Universitas Teknologi Digital
  • Nabila Khairunnisa

DOI:

https://doi.org/10.25134/digibe.v3i1.174

Keywords:

strategi bisnis, membangun brand, astanana

Abstract

Penelitian ini bertujuan untuk mengkaji strategi dan proses dalam membangun brand yang efektif pada produk Astanana. Metode yang digunakan adalah pendekatan kualitatif dimana peneliti mewawancarai owner pemilik brand astanana secara langsung. Dengan melakukan wawancara dan analisis, peneliti berhasil memperoleh hasil data yang mendalam, menggambarkan perspektif dan pengalaman langsung dari responden terkait dalam membangun brand. AstaNana lahir dari perpaduan filosofi budaya lokal dan visi modern untuk menciptakan produk yang tidak hanya berkualitas tetapi juga menyampaikan pesan positif kepada pelanggan. Ide Awal dan Inspirasi Brand terinspirasi oleh kebutuhan akan produk yang tidak hanya fungsional namun juga memiliki nilai emosional. Para pendiri AstaNana ingin menciptakan sesuatu yang lebih dari sekedar produk fisik: simbol harapan dan kebahagiaan bagi pelanggannya. Hasil menunjukan bahwa bisnis kripik pisang Astanana memiliki potensi besar, namun perlu strategi tepat agar berkembang pesat. Strategi tersebut antara lain mempertimbangkan logo yang menarik dan kemasan yang eye-catching untuk menonjolkan kualitas dan keunikan kripik pisang, meningkatkan strategi pemasaran dengan manfaatkan media sosial untuk menjangkau target pasar, eksplorasi lebih banyak varian rasa baru, juga inovasi produk untuk mempertahankan daya tarik. Selain itu, kerja sama dengan influencer makanan juga bisa menjadi bahan pertimbangan untuk memperluas jangkauan pasar. Dengan strategi yang tepat dan konsisten, AstaNana bisa menjadi brand kripik pisang terkemuka.

Kata Kunci: strategi bisnis; membangun brand; astanana

 

Abstract

This research aims to examine the strategies and processes in building an effective brand for Astanana products. The method used is a qualitative approach where the researcher interviewed the owner of the Astanana brand directly. By conducting interviews and analysis, researchers succeeded in obtaining in-depth data results, describing the perspectives and direct experiences of respondents related to building brands. AstaNana was born from a combination of local cultural philosophy and a modern vision to create products that are not only of high quality but also convey a positive message to customers. Initial Idea and Inspiration for the Brand was inspired by the need for a product that was not only functional but also had emotional value. AstaNana's founders wanted to create something more than just a physical product: a symbol of hope and happiness for its customers. The results show that the Astanana banana chips business has great potential, but it needs the right strategy to grow rapidly. These strategies include considering an attractive logo and eye-catching packaging to highlight the quality and uniqueness of banana chips, improving marketing strategies by utilizing social media to reach the target market, exploring more new flavor variants, as well as product innovation to maintain appeal. Apart from that, collaborating with food influencers can also be a consideration to expand market reach. With the right and consistent strategy, AstaNana can become a leading banana chip brand.

 Keywords: business strategy; building brands; astanana

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Published

31-01-2025

How to Cite

Dwi Marselina, R., Aulia, P., & Khairunnisa, N. (2025). ANALISIS STRATEGI BISNIS DALAM MEMBANGUN BRAND ASTANANA. Digital Business and Entrepreneurship Journal, 3(1), 63–72. https://doi.org/10.25134/digibe.v3i1.174

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