Brand Image Optimization of JNC Cookies Products
DOI:
https://doi.org/10.68111/sjbfm.v2i3.227Keywords:
Citra Merek, Strategi Branding, Kualitas Produk, Pemasaran Digital, JNC CookiesAbstract
Penelitian ini bertujuan menganalisis strategi optimalisasi citra merek pada produk JNC Cookies. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Data diperoleh melalui kegiatan kunjungan akademik ke JNC Cookies pada 27–30 April 2026, dengan melibatkan tiga perwakilan manajemen, serta didukung dokumentasi dan sumber informasi sekunder yang relevan. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, disertai triangulasi sumber. Hasil penelitian menunjukkan bahwa optimalisasi citra merek JNC Cookies didukung oleh enam aspek utama, yaitu kualitas dan karakteristik produk premium, penggunaan kemasan untuk melindungi mutu produk, pengelolaan sumber daya manusia dan operasional, strategi branding pada periode penjualan musiman, pemanfaatan saluran distribusi dan pemasaran digital, serta pemeliharaan reputasi melalui ketahanan usaha dan kesinambungan antargenerasi. Strategi tersebut mencerminkan upaya perusahaan dalam mempertahankan konsistensi kualitas dan memperkuat pengenalan merek di tengah perubahan kondisi pasar. Namun, penelitian ini belum mengukur persepsi konsumen secara langsung sehingga diperlukan penelitian lanjutan yang melibatkan konsumen, distributor, dan reseller untuk memperoleh pemahaman yang lebih menyeluruh mengenai citra merek JNC Cookies.
Downloads
References
Alfiana, L., Lukitaningsih, A., & Hatmanti, L. T. (2021). Pengaruh Brand Image, Atribut Produk dan Presepsi Kualitas Terhadap Keputusan Pembelian. Jurnal Ilmiah Manajemen Kesatuan, 9(1). https://doi.org/10.37641/jimkes.v9i1.440
Alrayes, N., & Alhidari, A. (2026). From Recognition to Reputation: The Path to City Brand Equity in Riyadh. Tourism and Hospitality, 7(4). https://doi.org/10.3390/tourhosp7040093
An, B., & Yamashita, R. (2024). A study of event brand image, destination image, event, and destination loyalty among international sport tourists. European Sport Management Quarterly, 24(2). https://doi.org/10.1080/16184742.2022.2120903
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). https://doi.org/10.3390/admsci13050118
Camiciottoli, B. C., Ranfagni, S., & Guercini, S. (2014). Exploring brand associations: An innovative methodological approach. European Journal of Marketing, 48(5–6). https://doi.org/10.1108/EJM-12-2011-0770
Dewi, I. K., & Rahanatha, G. B. (2022). Peran Citra Merek Dalam Memediasi Pengaruh Green Marketing Terhadap Keputusan Pembelian Pada Starbucks Di Denpasar. E-Jurnal Manajemen Universitas Udayana, 11(2). https://doi.org/10.24843/ejmunud.2022.v11.i02.p09
Ekinci, Y., Japutra, A., Molinillo, S., & Uysal, M. (2023). Extension and Validation of A Novel Destination Brand Equity Model. Journal of Travel Research, 62(6). https://doi.org/10.1177/00472875221125668
Febrianti, W., & Darda, A. (2026). Keputusan Pembelian UMKM: Peran Digital Marketing dan Brand Image (Studi Kasus: UMKM Maja Lebak, Banten). Cerdika: Jurnal Ilmiah Indonesia, 6(1). https://doi.org/10.59141/cerdika.v6i1.3167
Gallart-Camahort, V., Fiol, L. C., & García, J. S. (2023). Influence of the Internet on Retailer’s Perceived Quality in the Generation of Retailer’s Brand Equity. Vision, 27(1). https://doi.org/10.1177/0972262921992212
Ghorbani, M., & Westermann, A. (2025). Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives. Journal of Product and Brand Management, 34(2). https://doi.org/10.1108/JPBM-09-2023-4738
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100102
Hoo, W. C., Hau, C. S., Moosa, V., Raman, A., & Khan, M. K. (2024). Relationship of consumer behaviour in social media influences between perceived quality and brand awareness respectively towards brand image. Humanities and Social Sciences Letters, 12(2). https://doi.org/10.18488/73.v12i2.3658
Hudayanti, & Assaf, R. A. (2026). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Pada Ina Cookies Bandung. Business Preneur: Jurnal Ilmu Administrasi Bisnis, 8(1). https://doi.org/10.23969/bp.v8i1.31491
Jannuranti, F., Marlina, A. S., & Asshofa, R. Z. (2026). Strategi Pemasaran Jc Cookies Melalui Analisis Tows Dalam Meningkatkan Daya Saing Industri Kue Kering. Jurnal Ilmiah Manajemen Dan Akuntansi, 3(2). https://doi.org/10.69714/1hq8nx66
Khan, F., Mehmood, A., & Talat, A. (2022). The Impact of Social Media Marketing, Perceived Quality and Brand Awareness on Consumer’s Brand Loyalty in Pakistan. Pakistan Journal of Psychological Research, 37(4). https://doi.org/10.33824/PJPR.2022.37.4.32
Kusumasari, R. N., & Afrilia, A. (2020). Strategi Komunikasi Pemasaran Terpadu J&C Cookies Bandumg Dalam Meningkatkan Penjualan. Jurnal Sain Manajemen, 2(1).
Leon A, A. (2024). Metode Penelitian Kuantitatif Konsep dan Aplikasi. In Metode Penelitian Kuantitatif Konsep dan Aplikasi.
Liu, C., Samsudin, M. R., & Zou, Y. (2025). The Impact of Visual Elements of Packaging Design on Purchase Intention: Brand Experience as a Mediator in the Tea Bag Product Category. Behavioral Sciences, 15(2). https://doi.org/10.3390/bs15020181
Nasution, A. F. (2023). Metode Penelitian Kualitatif (1st ed.). CV. Harfa Creative.
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. In Journal of Product and Brand Management (Vol. 32, Number 2). https://doi.org/10.1108/JPBM-06-2021-3528
Pranata, C. D. (2025). Industri Makanan Minuman RI Topang Ekonomi RI, Ternyata Ini Kuncinya. CNBC Indonesia.
Rahmaeni, D. H., Aprianti, I., Zaelani, P. I., & Hersusetiyati, H. (2026). the Effect of Brand Awareness and Product Quality on Consumer Loyalty To Jnc Snack Food Products Cookies in Bandung City. Multifinance, 3(3 SE-Articles).
Rehman, A. U., & Elahi, Y. A. (2024). How semiotic product packaging, brand image, perceived brand quality influence brand loyalty and purchase intention: a stimulus-organism-response perspective. Asia Pacific Journal of Marketing and Logistics, 36(11). https://doi.org/10.1108/APJML-12-2023-1237
Šakytė-Statnickė, G. (2024). The Effect of Brand Association and Brand Image on the Brand Awareness of Lithuanian Companies of Digital Products. Organizacija, 57(4). https://doi.org/10.2478/orga-2024-0028
Saulīte, L., Ščeulovs, D., & Pollák, F. (2022). The Influence of Non‐Product‐Related Attributes on Media Brands’ Consumption. Journal of Open Innovation: Technology, Market, and Complexity, 8(3). https://doi.org/10.3390/joitmc8030105
Setiawan, B., Cahyani, P. D., Hutami, L. T. H., & Maharani, B. D. (2024). The Influence of Social Media Marketing on Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. Economics and Business Solutions Journal, 8(2). https://doi.org/10.26623/ebsj.v8i2.10312
Sintiah, L. S. A., & Anwar, Moch. K. (2024). Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Produk Makanan Pada UMKM di Lapangan Brawijaya Kota Surabaya. In Jurnal Ekonomika dan Bisnis Islam (Vol. 7, Number 1).
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Sustainability (Switzerland), 14(10). https://doi.org/10.3390/su14105939
Wang, F., Wang, Y., Han, Y., & Cho, J. H. (2024). Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry. Heliyon, 10(3). https://doi.org/10.1016/j.heliyon.2024.e25484
Yulianto, M. R., Pradana, G. B., Mufarrikhah, M., & ... (2026). Implementation of Marketing Strategy At J&C Cookies Bandung in an Effort to Increase Sales: Implementasi Strategi Pemasaran Pada J&C Cookies Bandung dalam Upaya Meningkatkan Penjualan. Procedia of Social Sciences and Humanities, 9(1), 1-13. https://doi.org/10.21070/crcz9h75
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2025). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence and Planning, 43(1). https://doi.org/10.1108/MIP-06-2023-0248
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Aldavies Syahputra, Derizki Mahesa A, Muhammad Faruq Bayu Putra, Satrio Sudarso
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
