Analisis Deskriptif terhadap Produk Jasuke dan Potensinya untuk Menjadi Sebuah Brand

Abstract

Jasuke (Jagung Susu Keju) is a popular contemporary snack in Indonesia, particularly in West Java. The combination of sweet corn, condensed milk, and cheese creates a distinctive taste that is widely recognized by consumers. However, the similarity of products and packaging among Jasuke sellers may make it difficult for consumers to distinguish one product from another. This condition indicates the need for stronger branding and visual identity to support product differentiation. This study aims to describe consumer perceptions of Jasuke products and identify their potential to be developed into a brand through branding and visual identity strategies. This study uses a descriptive quantitative approach supported by observation and literature review. Primary data were collected through an online questionnaire involving 36 respondents, while secondary data were obtained through observation, documentation, and literature review. The findings indicate that Jasuke has high category awareness among respondents, but its consumption frequency remains relatively low. Consumers also consider taste as the most important factor, followed by packaging, price, social media promotion, and visual identity. These findings indicate that Jasuke has potential to be developed into a stronger culinary brand through the integration of product quality, visual identity, packaging, and digital communication. This study is expected to contribute to the field of Visual Communication Design, particularly in the development of branding strategies for local food products.