PRAYOGO, DEVANO VINCENT (2026) ANALISIS PERSEPSI KONSUMEN TERHADAP ASPEK AUTENTISITAS PRODUK, EFEKTIVITAS PROMOSI, DAN BUKTI FISIK PADA WARUNG MAKAN BRONGKOS MUMBUL SAMPANGAN SEMARANG. S1 thesis, UNIVERSITAS KATOLIK SOEGIJAPRANATA SEMARANG.

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Abstract

This study was conducted at Brongkos Mumbul Restaurant, a traditional culinary business that offers Brongkos, a traditional dish from the Special Region of Yogyakarta that is rarely found within Semarang City, as its main menu. This study aims to examine consumers' understanding of Brongkos authenticity and their perceptions of the Product Authenticity, Promotion Effectiveness, and Physical Evidence aspects at Brongkos Mumbul Restaurant. This is a descriptive study using the Quota Sampling technique, employing primary data from printed questionnaires with a 1-4 Likert scale distributed to 100 respondents who purchased and consumed products directly on-site. The results show that the majority of consumers have an adequate understanding of authentic Brongkos. The Product Authenticity aspect received a Very Good rating across all its indicators, while the Promotion Effectiveness aspect overall received a Good rating with social media receiving a lower rating compared to MMT banners and posters which received a Very Good rating, and the Physical Evidence aspect received the highest rating among all aspects with no respondents providing a negative rating on this aspect.

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