Transformasi Branding Bisnis Artisan Menuju Brand Sustainability: Studi Kasus Alazkalogy di Era Digital Menggunakan Critical Incident Technique

Asti, Dwijayanti (2026) Transformasi Branding Bisnis Artisan Menuju Brand Sustainability: Studi Kasus Alazkalogy di Era Digital Menggunakan Critical Incident Technique. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini menganalisis proses transformasi branding bisnis artisan Alazkalogy, merek fermentasi artisan dari Ponorogo, menuju brand sustainability selama satu dekade (2015-2025) di era digital. Menggunakan pendekatan kualitatif studi kasus deskriptif-eksploratif dengan Critical Incident Technique (CIT) sebagai kerangka analitis utama, data dikumpulkan melalui wawancara mendalam dengan founder Alazkalogy, 10 pelanggan loyal (rata-rata durasi berlangganan kurang lebih selama 7 tahun), dan 3 pelanggan non-loyal, serta triangulasi dengan arsip digital Instagram. Analisis dilakukan melalui tiga tahap coding (open coding, axial coding, selective coding) mengikuti model Miles dan Huberman yang diintegrasikan dengan kerangka CIT. Penelitian mengidentifikasi 11 critical incidents dalam lima kategori, yaitu branding trigger, product development, customer incident, digital incident, dan crisis and recovery, yang berkembang melalui empat fase yaitu Inisiasi (2015-2016), Diversifikasi Produk (2017-2019), Akselerasi Digital (2020-2021), dan Konsolidasi (2022-sekarang). Transformasi branding Alazkalogy digerakkan oleh sistem tiga strategi terintegrasi yaitu brand authenticity sebagai fondasi legitimasi, brand storytelling sebagai medium komunikasi nilai, dan personal branding founder sebagai jembatan kepercayaan. CI-07 (pandemi COVID-19) merupakan turning point paling transformatif karena mengaktifkan ketiga strategi sekaligus, sementara CI-08 (penguatan konten digital dan personal branding founder) memiliki dampak relasional paling luas, dikonfirmasi oleh seluruh 10 pelanggan loyal. Proses ini membentuk tiga dimensi brand sustainability yaitu economic sustainability (loyalitas rata-rata yaitu 7 tahun dan ekspansi pasar nasional tanpa iklan berbayar), identity sustainability (konsistensi karakter artisan yang diakui bahkan oleh pelanggan non-loyal), dan relational sustainability (komunitas berbasis nilai yang melampaui hubungan transaksional). Sejauh penelusuran penulis, penelitian ini menawarkan salah satu dokumentasi empiris awal tentang bagaimana bisnis artisan Indonesia dari kota kecil membangun brand sustainability selama satu dekade tanpa modal eksternal besar. Model proses yang dihasilkan dapat menjadi panduan praktis bagi pelaku bisnis artisan dalam menjaga autentisitas merek sekaligus melakukan scaling digital secara terstruktur.
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This study analyzes the branding transformation process of Alazkalogy, an artisan fermentation brand from Ponorogo, toward brand sustainability over one decade (2015-2025) in the digital era. Using a qualitative descriptive-exploratory case study with Critical Incident Technique (CIT) as its primary analytical framework, data were gathered through in-depth interviews with Alazkalogy's founder, 10 loyal customers (average subscription duration of around 7 years), and 3 non-loyal customers, triangulated with Instagram digital archives. Analysis followed a three-stage coding process (open coding, axial coding, selective coding) integrating Miles and Huberman's model with the CIT framework. The study identified 11 critical incidents across five categories, namely branding trigger, product development, customer incident, digital incident, and crisis and recovery, which evolved through four phases, namely Initiation (2015-2016), Product Diversification (2017-2019), Digital Acceleration (2020-2021), and Consolidation (2022-present). Alazkalogy's branding transformation is driven by three integrated strategies, namely brand authenticity as the legitimacy foundation, brand storytelling as the value communication medium, and founder personal branding as the interpersonal trust bridge. CI-07 (COVID-19 pandemic) represents the most transformative turning point as it activated all three strategies simultaneously, while CI-08 (strengthening digital content and founder personal branding) produced the widest relational impact, confirmed by all 10 loyal customers. This transformation constructs three brand sustainability dimensions, namely economic sustainability (average loyalty of around 7 years and national market expansion without paid advertising), Identity sustainability (consistent artisan character recognized even by non-loyal customers), and relational sustainability (a value-based community transcending transactional relationships). To the best of the author's knowledge, this research offers one of the earliest empirical documentations of how an Indonesian artisan business from a small city builds brand sustainability over a decade without substantial external capital. The resulting process model provides a practical framework for artisan businesses to maintain brand authenticity while scaling digitally in a structured manner.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Artisan Business, Branding, Brand Sustainability, Critical Incident Technique
Subjects:	T Technology > TT Handicrafts Arts and crafts > TT157 Handicraft. T Technology > TX Home economics
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Asti Dwijayanti
Date Deposited:	28 Jul 2026 07:03
Last Modified:	28 Jul 2026 07:03
URI:	http://repository.its.ac.id/id/eprint/139152

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