POSITIONING MIE GACOAN DI TENGAH PERSAINGAN KULINER LOKAL STUDI KASUS DI KABUPATEN KUNINGAN JAWA BARAT

Abstract

Abstrak
This research analyzes the positioning strategy of Mie Gacoan in facing local culinary competition in
Kuningan Regency. The results show that Mie Gacoan has successfully positioned itself as a modern and
affordable brand targeting Gen Z and young families. Its success is supported by competitive pricing,
spicy food, and a comfortable, "instagrammable" restaurant atmosphere.Their marketing strategy
relies heavily on digital branding (TikTok & Instagram). Its presence has spurred innovation among
local MSMEs (Micro, Small, and Medium Enterprises), although it also creates pressure. Internal
challenges they face include long queues and limited menu variety.This research provides a theoretical
contribution on positioning strategy and digital consumer behavior, as well as practical
recommendations for business owners.
Keywords: positioning, Mie Gacoan, local culinary, marketing strategy