Marketing Strategies for Building the Brand Equity of Pulu Mandoti Rice in Enrekang Regency

Abstract

Pulu Mandoti Rice is a distinctive local agricultural product from Enrekang Regency, Indonesia, that has been granted Geographical Indication certification and possesses considerable potential to be developed as a regional flagship product. Despite its unique characteristics and recognized authenticity, efforts to strengthen its brand equity continue to face challenges, particularly in terms of promotion, distribution, and market expansion. This study aims to analyze the implementation of marketing strategies in building the brand equity of Pulu Mandoti Rice and to identify the factors that facilitate and hinder this process. The study employed a qualitative approach using a case study design. Informants were selected through purposive sampling and consisted of farmers, farmer group leaders, micro, small, and medium enterprise (MSME) actors, traders, retail business owners, and consumers. Data were collected through observation, in depth interviews, and documentation, and were analyzed using the interactive model of Miles, Huberman, and Saldaña, which includes data condensation, data display, and conclusion drawing. The findings reveal that the marketing strategy for Pulu Mandoti Rice is implemented through strengthening product quality, adopting a premium pricing strategy, expanding distribution channels, and promoting the product through both conventional and digital media. These strategies contribute to the development of brand equity by increasing brand awareness, establishing strong brand associations as a premium rice originating from Enrekang, enhancing perceived quality, and fostering customer loyalty. The successful development of brand equity is supported by the roduct's authenticity, cultural value, and Geographical Indication status, whereas production limitations, restricted distribution, inadequate promotional activities, and packaging constraints remain the primary challenges. The study concludes that the implementation of an integrated marketing strategy is a key factor in strengthening brand equity and improving the competitiveness of Pulu Mandoti Rice in broader markets.