Peran Heritage Branding dan Heritage Marketing Coklat Monggo Yogyakarta Dalam Mempengaruhi Keputusan Pembelian

Authors

  • Anggit Dyah Kusumastuti Universitas Sahid Surakarta
  • Adhelya Jeanie Anggraeni Putri Universitas Sahid Surakarta
  • Dinda Kurniawan Universitas Sahid Surakarta

Keywords:

Heritage Branding, Heritage Marketing, Keputusan Pembelian, Chocolate Monggo Yogyakarta

Abstract

Chocolate Monggo telah menempatkan dirinya sebagai produsen cokelat premium yang menggabungkan tradisi kuliner Indonesia dengan standar pembuatan cokelat internasional. Tujuan penelitian ini adalah untuk mengetahui peran heritage branding dan heritage marketing dalam keputusan pembelian konsumen Chocolate Monggo. Penelitian ini merupakan penelitian tindakan kelas dengan pendekatan kualitatif. Populasi dalam penelitian ini adalah 45 mahasiswa Program Studi Administrasi Bisnis Universitas Sahid Surakarta yang melakukan kunjungan studi ekskursi pada perusahaan Chocolate Monggo Yogyakarta. Sampel dalam penelitian ini menggunakan teknik total sampling. Analisis data diperoleh dari pengumpulan data observasi dan dokumentasi yang diolah dan disajikan dalam bentuk kalimat sebagai hasil evaluasi mahasiswa selama melakukan studi ekskursi. Hasil penelitian menyatakan bahwa heritage branding dan heritage marketing memiliki peran penting dalam pemasaran Chocolate Monggo untuk menciptakan hubungan emosional dalam menentukan keputusan pembelian konsumen.

References

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Published

2025-06-12

Issue

Vol. 2 No. 1 (2025): Juni 2025

Section

Articles

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