Brand Image Strategy to Attract Consumers' Interest in Buying Tuuk Tea

Muh. Fadli Fauzi Sahlan, Andini Taufik


Purpose: This study discusses the brand image development strategy to attract consumers to buy Tuuk Tea in Palopo. This study aims to determine the strategy used by Tuuk Tea in developing its brand image to attract consumer buying interest. Design/methodology/approach: This type of research uses qualitative data analysis techniques using SWOT analysis. Findings: The results of this study were concluded: The SWOT analysis used by Tuuk Tea is based on the results of IFAS and EFAS analysis that Tuuk Tea's internal and external conditions are in quadrant I, this shows that Tuuk Tea is in a very favorable condition because it has strength so that it can achieve several existing opportunities, so that it is possible to continue to expand, increase growth, and achieve maximum progress. In this position, in order to develop Tuuk Tea, the strategic priority is to maintain the company's image, maximize social media as a promotional medium, conduct regular customer satisfaction surveys and improve relationships with consumers through CRM (Customer Relationship Management). Originality:The originality and renewal in this study is research on human resource management especially in brand image and marketing. Research limitations/implications:The implication in this study is that brand image are an important component in the marketing management, and needs a future research to elaborate and analysis variables  in structurtural relationship analysis.  Practical & Social implications:The practical implications of this study are as suggestions and information to the company in developing brand image.

Full Text:



Ardhiansyah, A., & Marlena, N. (2021). The Influence of Social Media Marketing and E-Wom on Interest in Buying Geoffmax Products. Accountable Journal , 18 (3), 379–391.

Azaria, PA, & Utami, NH (2022). The Influence of Green Marketing and Brand Image on Buying Interests of Zorlien Led Products Moderated by Internet Technology (Studies on Students at the University of 17 August 1945, Jakarta). Jesya , 5 (2), 2633–2646.

Firmansyah, Muhammad Anang. “Product and Brand Marketing (Planning & Strategy).” Product and Brand Marketing Book , no. August (2019): 336.

Insani, SF, Wijayanti, AW, & Cahyaningrum, BN (2020). Assistance in the Implementation of a Customer Satisfaction Survey at the Czechopi Coffee Shop in Mendungan, Kartasura. LPM News , 23 (2), 94–104.

Kotler, Philip, and Kevin Lanne Keller. Marketing Management . Edited by SE Adi Maulana and MM Wibi Handani. 13 volumes 1. Erlangga, 2010.

Maria Nila Anggia, & Muhammad Rifki Shihab. (2019). Social Media Strategy for Umkm Development. Journal of Applied Information Technology , 2 (2), 159–170.

Nafis, RW, & Marasabessy, AI (2022). The Impact of Customer Relationship Management (CRM) and Brand Ambassadors on Consumer Loyalty Ms Glow Men. Ecobuss Scientific Journal , 10 (2), 111–116.

Pramudita, DT, Gunawan, NF, Ningsih, MC, & Adilah, R. (2022). Determination of Customer Satisfaction and Customer Loyalty: Price and Product Quality. Journal of Educational Management and Social Sciences , 3 (1), 424–436.

Pramudita, Dewa Tegar, Nico Felix Gunawan, Martanti Cahya Ningsih, and Rana Adilah. "Determination of Customer Satisfaction and Customer Loyalty: Price and Product Quality (Marketing Management Literature Review)." Journal of Management Education and Social Sciences 3, no. 1 (2022): 424–36. file:///E:/JAMURACIAN/Downloads/887-Article Text-1766-1-10-20220320.pdf.

Prof. Dr. Thamrin Abdullah, MM, M.Pd., and MM Dr. Francis Tantri, SE. Marketing Management . 7th ed. Jakarta: PT Raja Grafindo Persada, 2018.

Rini, Maria Nila Anggia, and Muhammad Rifki Shihab. "Social Media Strategy for MSME Development." JUTEI 2, no. 2 (2018): 159–70. 25.

Roisah, Riris, Iis Iskandar, Ridwan Mahanka, Andry Trijumansyah, and Nita Yunita. "Efforts to Increase Customer Loyalty Through Customer Relationship Management." JURNAL ABDIMAS BSI Journal of Community Service Vol. 2 No. 1 February 2019, Pg. 80-88 2, no. 1 (2019): 80–88. to Increase Customer Loyalty Through Customer Relationship Management Case Study at Point Media Sejahtera.

Salman Faris Insani, Ariyani Wahyu Wijayanti, Bambang Nur Cahyaningrum. "Assisting in the Implementation of Customer Satisfaction Surveys at Coffee Shops" 23, no. 2 (2020).

Sindarto, J., & Ellitan, L. (2022). The Role of Brand Image in Building Consumer Satisfaction and Loyalty: A Theoretical Study. : : Multidisciplinary Scientific Journal , 1 (10), 3794–3807.

Susilo, Y., Wijayanti, E., & Santoso, S. (2021). Application of Digital Technology in the Creative Economy in the Boba Beverage Business. Journal of Information Systems Management Economics , 2 (4), 457–468.

Utam, Dyah Panuntun, Uswatun Hasanah, and Arta Kusumaningrum. "Analysis of Consumer Purchase Interest for 'Bogowonto' Healthy Rice in Purworejo Regency." Surya Agritama 7, no. 1 (2018): 1–9.

Wijayanto, I., & Iriani, SS (2013). The Effect of Brand Image on Consumer Loyalty. Journal of Management Science , 1 (3), 910–918.



Patikala Journal of Sustainable Business & Entrepreneurship has been indexed and abstracted by:

Patikala Journal of Sustainable Business & Entrepreneurship by Fakultas Ekonomi dan Bisnis Islam is licensed under CC BY-SA 4.0