Authenticity Branding and Brand Awareness in Traditional Handicrafts: Evidence from Payung Geulis in Indonesia

Abstract

This study aims to examine the influence of authenticity branding on brand awareness among consumers of Payung Geulis, a traditional handcrafted decorative umbrella from Tasikmalaya, Indonesia. As a cultural heritage product, Payung Geulis represents local craftsmanship, artistic traditions, and cultural identity. However, maintaining consumer awareness remains a challenge for traditional craft businesses amid growing competition from modern products. Authenticity branding offers an approach to communicating the cultural value and distinctive characteristics of traditional products. This study employed a quantitative approach using an explanatory survey involving 100 respondents selected through purposive sampling based on prior exposure to Payung Geulis products. Authenticity branding was assessed through four dimensions, namely credibility, integrity, symbolism, and continuity, while brand awareness was measured through consumer recognition and recall. Data were analyzed using multiple linear regression. The findings reveal that all four dimensions of authenticity branding have positive and significant effects on brand awareness. These results indicate that brand credibility, cultural integrity, symbolic meaning, and historical continuity contribute to consumer recognition and recall of traditional craft products. This study contributes to the branding literature by providing empirical evidence on the role of authenticity in strengthening brand awareness within the traditional handicraft sector. The findings also offer practical insights for local umbrella artisans and creative economy businesses in developing branding strategies that preserve cultural identity while improving product recognition.