PERAN BRAND IMAGE SUWEG LAPIS GENGGONG SEBAGAI PRODUK PESANTREN DAN DIVERSIFIKASI PANGAN LOKAL DALAM MENARIK MINAT KONSUMEN

Abstract

This study aims to analyze the role of Suweg Lapis Genggong brand image as a boarding school product and diversification of local food in attracting consumer interest. Descriptive qualitative methods used in this study. The subject of this research is Suweg Lapis Genggong culinary business. The results of this study are the role of brand image Suweg Lapis Genggong as a santri product in attracting consumer interest, including; a) strengthening consumer confidence; b) generating consumer loyalty to buy, consume, and recommend products; c) inviting consumers to support santri's products; d) Suweg Lapis Genggong can be an iconic product of pesantren, even a typical product of Probolinggo. Meanwhile, the role of the suweg lapis genggong brand image as a diversification of local food in attracting consumers, including; a) supporting food security through diversification of local food products; b) educating consumers regarding the importance of food security for the national economy; c) presenting healthy culinary products, rich in benefits and nutrients from quality food ingredients to consumers. Thus, the brand image of Suweg Lapis Genggong is very instrumental in attracting consumer interest based on two values, namely as a boarding school product and efforts to support food security through diversification of local food.