Ilomata International Journal of Management

P-ISSN: 2714-8971; E-ISSN: 2714-8963

Volume. 3, Issue 4, October 2022
Page No: 459-469

Digital Branding Strategy in Food Trends to Grow Entrepreneur's Interest

in Opening a Business (Study on Takoyaki & Okonomiyaki Kireidesu SME,
East Jakarta)

Rd.D.lokita Pramesti Dewi1 , Jamalullail2

1
Institut Ilmu Sosial dan Manajemen STIAMI, Indonesia
2
Universitas Sahid, Indonesia
Correspondent : [email protected]

Received : July 29, 2022 ABSTRACT: Culinary, with various types of food and various
menus, is now rife in the midst of society, especially during the
Accepted : October 21, 2022
current pandemic. It is added with the implementation of The
Published : October 31, 2022 Community Activities Restrictions Enforcement (CARE) by the
government to limit the physical interaction between people and
groups in an effort to reduce the transmission of COVID-19. With
this implementation, the activities of people going out of the house
are decreasing. This is what fosters public interest in buying food
online. Companies that run online applications currently provide
many attractive promos to attract the attention of consumers using
their services. Marketing strategies and brands that exist in food
Citation: Dewi, R, D, P., Jamalullail.(2022).
trends businesses are diverse, in the current pandemic, there are many
―Digital Branding‖ Strategy in Food Trends to
creative ideas for entrepreneurs to work with online culinary
Grow Entrepreneur's Interest in Opening a application service companies whose aim is to make it easier for
Business (Study on Takoyaki & Okonomiyaki consumers to buy food online. People who use this marketing and
Kireidesu SME, East Jakarta). Ilomata branding strategy also find it helpful because they don't need to leave
International Journal of Management, 3(4), the house to buy food, by using an application on their gadget the
459-469 food will be delivered by an online motorcycle taxi driver (Ojol). Still
https://doi.org/10.52728/ijjm.v3i4.579 because of the pandemic, many workers got laid off so many of them
switch to opening a business, and most of the business they do is to
open a contemporary culinary business. From the many culinary
businesses that have sprung up, it also indirectly fosters the interest of
entrepreneurs to open culinary businesses.
The research method in this study used a qualitative descriptive with
reference to the theory of Hierarchy Effect Models using the AIDA
model as a stage of assistance in marketing targets to consumers.
The source of the research data above was taken by using primary
data (interviews and documentation).
While the purpose of this study was to analyze the effect of the
"Digital Branding" Strategy on food trends businesses in order to
foster creativity and interest of Entrepreneurs in opening a culinary
business or business opportunity, especially during the pandemic.

Keywords: Strategy, Digital Branding & Food Trends Business

This is an open access article under the
CC-BY 4.0 license

INTRODUCTION
There is an abundance of various types of food in Indonesia. Indonesia is a country that has a
diversity of spices. So it can produce various types of processed foods. Regarding culinary in
Indonesia, it will certainly attract the attention of many. Because culinary is not just talking about

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“Digital Branding” Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a
Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta).
Dewi and Jamalullail

food or drink, it is about how the process of food is cooked until it finally becomes a food trend,
which is much-loved not only for young people but for all circles. Currently, culinary offerings in
Indonesia take various forms, in terms of presentation, culinary now not only provides a variety
of innovative but also competitive choices for culinary entrepreneurs (Abidin et al., 2022;
Setyaningsih & Sukardi, 2020; Suhairom et al., 2019; Utami & Lantu, 2014).
Culinary is an ancestral cultural heritage that has merged in society and it is also a blessing of
traditional and cultural wisdom that blends into a harmony that will not be eroded throughout
time (Cadiogan et al., 2021; Schroeder et al., 2021; Tugay & Pekerşen, 2022). Culinary is
generally known as a variety of processed foods and beverages that are commonly consumed by
the public, but culinary is more than just food or drink, culinary is the identity of a country or
region where culinary is exist and develops (Balderas-Cejudo et al., 2022; Lee & Ko, 2022;
Martin et al., 2021; Wondirad et al., 2021).
Now food trends in Indonesia are starting to be affected by food trends from abroad. Many
entrepreneurs make various innovations in selling abroad culinary specialties by still maintaining
the taste of the Indonesian people (Eravia et al., 2015; Octavanny, 2021; Türker & Süzer, 2022;
Utami & Lantu, 2014). The forms of food available are increasingly varied and unlimited, so
competitors must continue to compete to create food products that are not monotonous or
ordinary. In addition to taste, usually foodies will see the unique side of the food they buy. not
only attractive but also pocket-friendly (Febriyantoro & Arisandi, 2018; Pérez-Lloréns et al.,
2021; Suharti & Sirine, 2012; Yousaf & Xiucheng, 2018).
Now there are many food trends from Japan that are sold in Indonesia, one of which is
Takoyaki and Okonomiyaki. This typical Japanese food is now much favored by young and old
people. With a savory and delicious taste, it is an additional snack menu that is considered
suitable for Indonesian tastes. Takoyaki is a ball-shaped food that contains Octopus meat, while
Okonomiyaki is a food made from Vegetables such as Carrots, Cabbage, and Scallions or nori
with beef sausage or octopus meat filling. Okonomiyaki's presentation is unique, not fried but
grilled. To follow the trend, Takoyaki stuffing not only contains Octopus meat, but culinary
entrepreneurs are now adding innovative dishes by adding Smoke beef, Chicken or Beef
Sausage, crab, squid, and others (Andayani et al., 2021; Dermawan & Satriardi, 2017).
Not only foods that are of Japanese origin, other food trends from other countries are also well
known in Indonesia, one of which is Korean food. Food trends from this country of Ginseng,
for example, are Jjajangmyeon, Tteokbokki, kimchi, Korean Garlic Bread, and others. From all
the descriptions above, foreign food trends are a favorite food menu of choice for culinary
lovers, which is now also widely attracted and sold by culinary entrepreneurs. These Japanese
and Korean specialties are now often found not only in malls but also in street food or roadside
food stalls (Matsuishi, 2022; Shimmura et al., 2019). From this promising business opportunity,
indirectly, these food trends are in the spotlight of entrepreneurs to open culinary businesses,
especially during Covid-19 pandemic (Ronto et al., 2021; Suminah et al., 2022).
The Indonesian Young Entrepreneurs Association (HIPMI) highlights the need for
entrepreneurs to grow up to 14 percent of the population so that Indonesia can become a
developed country. The chairman of the Central Executive Board of HIPMI, Mardani H.
Maming, said the number of entrepreneurs in Indonesia is now only 3.4 percents. That
percentage is still not enough to become a developed country which needs 12 percents to 14
percents. "I believe, this is our biggest homework to make June 10 not only as the anniversary

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“Digital Branding” Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a
Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta).
Dewi and Jamalullail

day of HIPMI but also the birthday of entrepreneurs so the day is not only for HIPMI but for
all Indonesian people. Therefore, Indonesian entrepreneurs can continue to grow and in time
Indonesia will become a developed country with the entrepreneurs to reach 10 to 14 percent of
the population because more and more young entrepreneurs have come forward" he said in an
official statement, Friday (18/3/2022).
According to the records of the Ministry of Cooperatives and Small and Medium Enterprises
(SMEs), as disclosed by the Minister of Cooperatives and SMEs Anak Agung Gede Ngurah
Puspayoga, the number of entrepreneurs in Indonesia increased from the previous 1.67% to
3.10% of the total population of Indonesia. which is currently 225 million people. "Our
entrepreneurship ratio is based on BPS data that stated the number of BPS entrepreneurs
increased by 3.10 percent. Previously it was 1.67 percent of the 225 million population," said
Puspayoga as quoted from Liputan6. However, he also added that the number of entrepreneurs
in Indonesia is much fewer than in neighboring countries. ―The entrepreneurship ratio is below
our neighboring countries. Singapore 7 percent, Malaysia 6 percent, Thailand 5 percent," said
Puspayoga. He believed that unemployment and poverty in Indonesia will decrease with an
increase in the number of entrepreneurs. If entrepreneurship is strong, it will create fair
economic growth, where economic inequality will continue to be eroded. Puspayoga said, "If
economic inequality decreases, it will increase and strengthen us within the framework of the
unitary Republic of Indonesia‖.
The role of the mass media in marketing a product to consumers is very important because the
mass media is able to convey an effective message as a whole to all public audiences, and
advertising is one example of a marketing strategy and branding to market a product to attract
the public to like and buy the product being sold. The effect of advertising media is a change in
human behavior after being exposed to a message. Because it is focused on the message, the
effect must be related to the message in the mass media, the effect of advertising media also
means the impact of the presence of the media which indirectly causes changes in knowledge,
attitudes and human behavior due to media exposure (Hanaysha, 2022; Khan, 2022; Liao &
Huang, 2021; Philp et al., 2022).
The reason the researcher took the title "Digital Branding Strategy in Food Trends to foster
Entrepreneurial Interest in opening a Business" is to design a strategy for new entrepreneurs
who want to open a contemporary culinary business by seeing messages through many
platforms, be it mass media (television), by directly visit the food stall and buy the food trend
products, or also through online application purchases such as Grabfood, Gofood, Shopee Food
and so on. Because with more and more entrepreneurs opening businesses, in this case, the food
trends Business, it will indirectly increase the value of the country's economy and restore the
economy which slumped 2 years ago since the Pandemic due to COVID 19.
Problem Priority
One of the current food trends businesses is Takoyaki and Okonomiyaki, where this business is
quite promising for culinary entrepreneurs. Nowadays many entrepreneurs have sprung up to
present the types of food trends that are favored by all circles of society. Things that must be
considered in selling food trends is that entrepreneurs must give a distinct touch on the
characteristics of the food products they sell. Without character, most buyers will not easily
recall the food products they have bought. The hallmark of food trends can be from the
branding/brand displayed, the taste of the food that has a different characteristic from similar

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“Digital Branding” Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a
Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta).
Dewi and Jamalullail

foods sold in the market, packaging, seller service, good marketing communication techniques,
or cozy booths or selling places so that visitors/customers will be comfortable eating at the
place. These strategies above are one form of attracting consumer attention to the products sold
by culinary entrepreneurs.
In this research, the proposer will explain and describe the service marketing communication
and branding in the culinary business as one strategy to increase the creative interest of young
entrepreneurs to open a contemporary culinary business. Not only that, Communication and
Branding management can indirectly increase the selling power and attractiveness of buyers in
buying the food, especially the food trends snack menu which has a market share of buyers not
only for young people but for all groups. In this case, the proposer/researcher conducted a
study at the Japanese Traditional Food Restaurant "Takoyaki & Okonomiyaki Kireidesu"
which was located in Cipayung, East Jakarta. Takoyaki Kireidesu is one example of a typical
Japanese snack that is much favored by the surrounding community because it has a
characteristic. One of the characteristics of this Takoyaki Kireidesu food is the delicious sauce
that is not marketed or different from other Takoyaki outlets. Because according to information
obtained from the owner of this restaurant, the sauce served is homemade by the owner. These
characters were what fostered the interest of the proposer to conduct research on Takoyaki
Kireidesu. In addition to using marketing communication strategies and branding techniques,
the proposer also wanted to provide additional digital marketing solutions. Where online media
is currently very important in improving the sales process to be much more developed. Online
media platforms that can increase sales value are Facebook, Instagram, Tiktok, Grabfood or
Gofood applications, ShoopeeFood, and the google search engine.

Figure 1: Kireidesu Takoyaki Booth.

METHOD

This study used the Qualitative Research method supported by literature studies (Bungin, 2017;
Creswell, 2017; Moleong, 2018). The data collection method was in-depth and structured
interviews, and documentation of the owner of the KIREIDESU Takoyaki & Okonomiyaki
store, Mr. Irvan Teguh Pratama as the owner of the object to be studied in this study.
Respondents in this study were interviewed about their understanding and experience in
developing Kireidesu Branding strategies. The researcher used the theory of the Hierarchy

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“Digital Branding” Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a
Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta).
Dewi and Jamalullail

Effect with the AIDA (A=Attention, I=Interest, D=Desire and A=Action) Model (Hassan et
al., 2015; Song et al., 2021). This model proposes and explains that in the process of doing
business to market a product/advertisement to the public needs to do the task of moving
consumers to be interested in buying the products offered.

RESULT AND DISCUSSION

Digital Branding is an online marketing strategy that is carried out with the aim of introducing a
product or service through identity or brand. Digital branding is different from digital
marketing. Digital marketing focuses on how we offer products/services to make them more
attractive and increase sales. While digital branding is done to introduce products in order to
promote or form a good image and is easy to remember by consumers (Borah et al., 2022;
Canhoto et al., 2021; Khurana et al., 2022).
Even though it looks trivial, digital branding is essential to make products offered easy to
recognize, to remember, and have more value in the eyes of customers. Digital branding
supports business actors in explaining their product characteristics and in building connections
with customers. So that the product has an identity and existence in the midst of competition
that continues to grow (Ahmed et al., 2022; Chaudhuri et al., 2022; Zhang et al., 2022).
An example of Digital Branding is using a logo that matches the image of the product or brand.
So that when consumers see the logo, consumers will immediately recognize and take advantage
of the product or brand related to the logo. Here is the Logo of Takoyaki Okonomiyaki
Kireidesu as the object of this study.

Figure 2 : Kireidesu Takoyaki LOGO

From the above explanation related to Digital Branding, this study used the Hierarchy Effect
Theory using the AIDA Model. The Concept Model was developed in the 1920s. The four
points in AIDA are related to each other with promotional activities. The AIDA concept in
marketing communications is a measure of the success of a promotion (Kotler & Keller, 2016).
This measure of success is shown by the extent to which the promotional messages conveyed
by the company can be understood by humans (consumers). The AIDA concept was first
introduced in 1898 by Elias St. Elmo Lewis, an American marketer and advertising expert. He
developed this concept in the field of consumer behavior in the life insurance industry in the
United States to explain how a marketer should sell a product. Lewis stated that a marketer will
be successful if he follows the four cognitive steps (AIDA) when meeting a customer who is
about to buy a product (Hassan et al., 2015; Song et al., 2021).
Hierarchy effect theory is a model of how advertising can influence consumer decisions to buy
or not a product or service. The hierarchy represents the development of consumer learning

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“Digital Branding” Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a
Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta).
Dewi and Jamalullail

and experience in making decisions as a result of advertising. The Hierarchy effect model is
used to set up a structured set of advertising message objectives for a specific product. To build
each goal sequentially until the sale is finally made. Behavior related to the Hierarchy effect
theory can be summarized as 'thinking', 'feeling', and 'doing' or cognitive, affective, and conative
behavior (Ali et al., 2022; Dindar et al., 2022; Sanfo, 2020).
Stages of the Hierarchy effect Theory:

1. Stage of Awareness and Knowledge (Cognitive) is when consumers are told about a product or
service and how they process the information that has been given to them. It is important
for advertisers to include brand information at this stage in a useful and easy-to-understand
way that encourages potential customers to learn more and make a connection with a
product.

2. Stage of liking and preference (Affective) is when customers form feelings towards a brand, so
this is not a time for the advertisers to focus on the product, its positive attributes, or its
technical capabilities. Instead, advertisers must seek to appeal to consumers' values,
emotions, self-esteem, or lifestyle.

3. Stage of Confidence and Purchase (Conative) focuses on Action. This is when advertisers try to
force potential customers to act on the information they have learned and the emotional
connection they have formed with the brand by completing a purchase. This may involve
converting doubts about a product or service into Action. At this stage, the advertisers
must try to convince potential customers that they need the product or service. It can be in
the form of offering a test drive or sample item. Advertisers must also build a level of trust
with them and to focus on the quality, usability, and popularity of the product or service.

AIDA MODEL Hierarchy Stages:

AIDA Model: Attention, Interest, Desire, and Action (Marketing)

Figure 3 : AIDA Model Diagram

■ Attention – This is the initial stage where consumers begin to realize the product to
the brand of a company. At this stage, we have to conduct research and make a strategy
so that consumers can be aware of the existence of our product. We can do this stage by
using video ads that are unique, funny, and entertaining, or through writing by creating

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“Digital Branding” Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a
Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta).
Dewi and Jamalullail

interesting headlines so that consumers can notice. What the current Takoyaki Kireidesu
Culinary does in attracting the attention of customers is to display an attractive booth
display (eye-catching) so that it attracts the attention of customers to buy Japanese snacks.
The Brand Design/Branding of Takoyaki is also very in line with the theme carried by the
owner , Doesn't look cheap, look Elegant and Neat.
■ Interest – At this stage consumers begin to be interested in learning about the
benefits of our product business, what we have to do is to arouse consumer interest in the
product through the advantages we show. In addition, we can display positive messages
from consumers who are satisfied after using our products so that potential customers
believe that our products are superior to those of other competitors' products. Takoyaki
Kireidesu has the characteristic in its very tasty and savory sauce. Takoyaki sauce is the
mainstay of this Japanese snack because the sauce used comes from homemade (made by
the owner). The sauce is derived from quality ingredients resulting in the very different
taste of Takoyaki and Okonomiyaki from the taste of Takoyaki in general. This is the
basis of Kireidesu's Takoyaki snacks, which are very popular and liked by their customers.
■ Desire - The next process is the stage where consumers begin to have a desire to buy
our products. The thing that drives consumers to this stage is when we can convince
consumers that our products can best meet their needs and can provide the added value
needed. When the desire to buy has appeared in the minds of consumers/customers, then
the Takoyaki & okonomiyaki business opportunities will also indirectly increase. It starts
with an attractive brand display, then buyers' interest grows to try this food trend which
they then later become a repeat buyer/consumers.
■ Action – This is the final stage where consumers begin to make the first purchase of
our product, it can be said at this stage is the trial stage where consumers will decide
whether to use the product again or change products. When customers are satisfied
because they have an interest in buying Takoyaki snacks, especially by having a different
taste from other Takoyaki flavors, it causes customers to indirectly return to come and re-
buy these snacks. It is proven by the results of a survey conducted in this study, that
Takoyaki & Okonomiyaki Kireidesu had many regular customers every day. Moreover, it
is supported by the spread of several branches owned in various Bekasi and Jakarta areas.
The marketing action for Takoyaki okonomiyaki kireidesu has also carried out Digital
Marketing, i.e., registration with culinary applications such as Grab Food, Gofood, and
Shopee Food. Making it easier for customers to enjoy this food trend even though they
can't come to the food stall.

From the explanation of the AIDA model above, the most important thing that a marketer must
know is to understand the mindset of a consumer towards a product. When we are able to
understand consumers well, we can be sure that we can create the right strategy for business
success. This can also indirectly create and foster the interest of others as potential entrepreneurs
to have the opportunity to open a culinary business following the success of other people who
have created their own businesses. From the explanation above, the increasing number of young
entrepreneurs opening a business, be it a culinary business or not, will improve the economic
sector of the Indonesian nation for the better.

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“Digital Branding” Strategy in Food Trends to Grow Entrepreneur's Interest in Opening a
Business (Study on Takoyaki & Okonomiyaki Kireidesu SME, East Jakarta).
Dewi and Jamalullail

CONCLUSION
In developing a brand that is loved by consumers, a culinary business owner must be able to
know who the consumers are and know what problems they are experiencing, then from there, a
solution can be created for the problems experienced. However, no matter how good the new
value answers the problem, if it is not followed by a good communication strategy and a good
Digital Branding Strategy then everything will be in vain. The business owner must be able to
create a medium where consumers can interact with these values and have memorable
experiences for them. To ensure that the experience can be felt to the fullest, the medium must
be equipped with other attributes such as staff who are ready to help, a neatly arranged
environment with a clean and attractive place to create an atmosphere that supports the message
and experience to be conveyed. And the most important thing is the commitment and
consistency of business owners to make continuous improvements, it is necessary to create a
system that allows the business owner to get input from consumers and employees in the field so
that the culinary business owner is able to make continuous improvements and develop
strategies and new approaches to remain to be a brand that consumers love.
After carrying out a good Brand development process, the success obtained from planning a
marketing strategy can result in a large number of customers for the food trends business, it is
hoped that the success of the food trends business can arouse the customers' interest in opening
new businesses too. The opportunity to open a business will actually be even greater if the
customer has felt, seen, and experienced good experiences. From the results of this experience, it
will indirectly improve and restore the economy of the Indonesian nation and state, which had
slumped due to the pandemic.

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