How to enhance brand image of frozen food industry in Indonesia

The increasing demand for frozen food products and the variety of product choices require consumers to choose the best-processed food product. This phenomenon makes producers competitively trying to be able to introduce their products and reach a wider market share. This study aims to measure and determine the direct effect of the halal logo, pricing strategy, product quality, and digital services on improving the brand image of the frozen food industry in Ind. The design of this research is to use a survey with a questionnaire and collect data by cross-section. The data collection method in this study used samples from the entire population of frozen food consumers in East Java. The number of samples in this study was 415 questionnaires distributed. This study indicates that the existence of a halal logo, improving the quality of digital products and services, has a significant direct effect on brand image. However, the price strategy has no significant effect on increasing frozen food brand image.