Grassroots Advertising Strategies and Local Brand Equity Development: A Qualitative Study on Franchise-Based Culinary Businesses in Central Java, Indonesia
Keywords:
Advertising Strategy, Local Brand Equity, Franchise, Social Media Marketing, Consumer LoyaltyAbstract
The culinary franchise sector in Indonesia, particularly in Central Java, is experiencing unprecedented competitive pressure, with most national brands relying on large-scale advertising campaigns and centralized promotional budgets. However, a number of local franchise brands have demonstrated resilience and growth by employing simple, adaptive, and community-rooted advertising approaches. This study investigates how Hisana Fried Chicken outlet managers in Semarang Regency independently develop brand equity through grassroots advertising strategies without centralized promotional support. Using a qualitative descriptive case study methodology, data were gathered from five purposively selected outlets that had operated for more than one year with an established regular customer base. Primary data collection involved in-depth semi-structured interviews with outlet branch managers (Kepala Cabang), supplemented by direct field observation and documentation of both online and offline promotional activities. Thematic analysis was applied to interpret the data. Findings reveal that outlets successfully cultivated customer loyalty and strong local brand recognition through active use of social media platforms specifically WhatsApp Business, Instagram Reels, and TikTok combined with conventional offline tools such as banners, discounted promotions, and direct verbal communication. The outlet manager's personal engagement with consumers emerged as the most influential factor in constructing an emotionally resonant brand image. The study concludes that in the context of small and medium enterprises (SMEs), low-cost, adaptive, and relationship-centered advertising strategies constitute powerful mechanisms for local brand equity building. Theoretical implications for integrated marketing communications (IMC) and consumer-brand relationship theory are discussed.
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