Elang Kusumo, Diena Mutiara Lemy, Amelda Pramezwary, Mikhael MM Sebayang, Jerry Udampo



This study aims to determine the use of geographical indication brands as a way to promote a destination. Manufacturers have used place names (geographical indication) as brands for a long time, especially for food and beverage products. This research refers to a startup product, namely Sambal Hiyung, which was made by 4 (four) students in the Hospitour Entrepreneur Club(HEC) program batch 1 In period February to June 2021. Using a qualitative descriptive analysis approach, by conductingobservations and interviews during June 2021 to the owners of this startup . The results show that the use of place names can help introduce/promote the place to the wider community, as well as increase product sale.

Design/Methodology. This study was conducted by observations and surveys the development of Sambal Hiyung as start up product, by qualitative descriptive approached . Primary data collection instrument using questionnaire list to the owners andcustomers. The analysis technique, using Nvivo12 to explore the word frequency.



geographical indication, startup product, name of place

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