Model of brand image jamu Madura through product knowledge, brand communication and packaging attractiveness

¹ Universitas Trunojoyo Madura, Indonesia
² University of Malaya, Malaysia
³ Ibn Haldun Universiti, Basaksehirm Istanbul, Turkey

^* Corresponding author: herawati.netty9@gmail.com

Abstract

The fame of Madura’s jamu is motivated by a thick culture. Madura’s jamu is made from processed spices that are used as an alternative treatment to maintain body health, both preventively and curatively. The tradition of drink Madura’s jamu is applied from an early age at home. But currently the development of jamu Madura is very slow, not increased and showed very poor development significant from year to year compared to chemical drugs in circulation in Indonesia. Therefore, this study wants to find out what can increase the use of Madura’s jamu again to maintain health. The researcher looks at the influence of brand communication factors, product knowledge and the attractiveness of packaging in building the brand image of Madura’s jamu. This study uses a quantitative method with a total of 1.315 respondents. Result shows simultaneously the brand image model of Madura’s jamu requires the role of product knowledge, brand communication and packaging attractiveness. Therefore, marketers must always design a brand image development program in marketing activities and carry out activities that support marketing to strengthen the brand.