Innovation and Branding Strategies for Tempe as a Creative Industry Product by KOPTI

Abstract

Abstract. This study attempts to explore the innovations and branding strategies adopted by KOPTI to create tempeh as an innovative industry value-added product competitive at both local and global levels. The method of data collection used is qualitative techniques by way of in-depth interviews, direct observation of the process of production, and documentation of business and marketing activities. The research shows that KOPTI has implemented a number of innovations, such as selecting quality raw materials, using a more hygienic and efficient fermentation process, and implementing modern, attractive, and green packaging, which makes tempe more competitive in the current market. However, its brand strategy is still influenced by four main challenges: promotion remains traditional, social media and e-commerce are not exploited, and the younger generation is not approached. The debate in the research emphasizes the need for innovative partnership with MSMEs, design networks, or content creators in shaping the image of tempeh as a healthy, cool, and sustainable local product. The impact of this research demonstrates that branding tactics and product innovation need to be balanced in an effort to strengthen KOPTI tempeh as a flagship product of the creative industry that can conquer the national and global markets