Hyperlocal Branding Strategy of Oil Products in Facing Market Competition After The National Cooking Oil Crisis
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This study aims to analyze the hyperlocal branding strategy implemented by cooking oil products in responding to market competition following the national cooking oil crisis in Yogyakarta. The cooking oil crisis in Indonesia resulted in changes in consumer behavior, increased price sensitivity, and shifts in brand preferences. Under these conditions, companies are required to establish emotional and geographical connections with consumers through a hyperlocal branding approach. This study employed a descriptive qualitative method with data collected through observation, interviews, and documentation studies. The results indicate that hyperlocal branding strategies implemented by cooking oil products through local distribution approaches, community-based marketing communication, proximity to traditional markets, and localized pricing and promotional strategies contributed to strengthening consumer trust and maintaining product competitiveness amid competition in the national cooking oil market. This study provides implications that local-based marketing strategies can serve as an effective approach for staple products to build consumer loyalty following market disruptions.
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