ANALISIS STRATEGI KEUNGGULAN BERSAING DAN BRAND IMAGE DENGAN PENDEKATAN FIVE FORCES PORTER DI RUMAH MAKAN RIUNG PANYAUNGAN

Authors

  • Kundratr Universitas Bale Bandung
  • Lily Sumarti Universitas Bale Bandung
  • Wini Fetia Wardhani Universitas Bale Bandung
  • Rimelke Rahmadia Febryane Universitas Bale Bandung
  • Burhanudin Universitas Bale Bandung
  • N Diana Octaviani Universitas Bale Bandung

DOI:

https://doi.org/10.55222/agrotatanen.v7i1.1538

Keywords:

Riung Panyaungan, strategi diferensiasi, Five Forces Porter, Brand Image, daya saing

Abstract

This study aims to analyze the strategies employed by Riung Panyaungan, a pioneer of Sundanese cuisine in Bandung Regency, established in 1997. The primary focus is to identify existing strategies, evaluate their effectiveness, and provide strategic recommendations to enhance competitive advantage. The methods used include Porter’s Five Forces and Brand Image analysis with a Likert scale. The results indicate that Riung Panyaungan employs a brand identity and marketing-focused strategy, which has proven effective in maintaining operational efficiency and business resilience. The recommended strategy is differentiation to strengthen competitive advantage and sustain its position in the culinary market.

Keywords: Riung Panyaungan, differentiation strategy, Porter’s Five Forces, Brand Image, competitive  

                   advantage

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Published

2025-01-25

How to Cite

Kundratr, Sumarti, L., Fetia Wardhani, W., Rahmadia Febryane, R., Burhanudin, & Diana Octaviani, N. (2025). ANALISIS STRATEGI KEUNGGULAN BERSAING DAN BRAND IMAGE DENGAN PENDEKATAN FIVE FORCES PORTER DI RUMAH MAKAN RIUNG PANYAUNGAN. AGRO TATANEN | Jurnal Ilmiah Pertanian, 7(1), 26–34. https://doi.org/10.55222/agrotatanen.v7i1.1538