Institutional Repository UIN Sunan Kalijaga YogyakartaSTRATEGI BRAND EQUITY KULINER TRADISIONAL DALAM MEMBANGUN BRAND IMAGE (STUDI DESKRIPTIF KUALITATIF PADA GUDEG YU DJUM PUSAT YOGYAKARTA)NIM.: 22107030098Alfiyah Dhiya UlhaqauthorThe rapid growth of the culinary industry has encouraged traditional food businesses to strengthen their competitiveness by building a strong brand image. As one of Yogyakarta's most well-known traditional culinary brands, Gudeg Yu Djum faces the challenge of preserving its authenticity while maintaining its competitive advantage. Therefore, this study aims to analyze the implementation of brand equity strategies in building the brand image of Gudeg Yu Djum Yogyakarta. This study employed a descriptive qualitative approach. Data were collected through in-depth interviews, observations, documentation, and source triangulation involving management representatives, customers, and an expert informant. The collected data were analyzed using data reduction, data display, and conclusion drawing techniques. The findings indicate that Gudeg Yu Djum successfully strengthens its brand image through the implementation of brand equity strategies, including brand equity audit, brand positioning, brand identity development, brand awareness, perceived quality enhancement, customer experience and loyalty, and brand communication. These strategies reinforce the brand's positioning as an authentic traditional culinary icon of Yogyakarta through consistent product quality, traditional values, effective communication, and memorable customer experiences. The study concludes that the consistent implementation of brand equity strategies plays a significant role in building and sustaining a positive brand image and maintaining Gudeg Yu Djum's reputation as a legendary traditional culinary brand in Yogyakarta.658.802 Komunikasi - Pemasaran2026-06-30UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

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