MODEL PENGEMBANGAN STRATEGI BRANDING DALAM MEMBANGUN BRAND AWARENESS (Studi Kualitatif Strategi Branding Kopi Brenggolo Dalam Mengangkat Potensi Lokal)

Anshori, Zaidan (2024) MODEL PENGEMBANGAN STRATEGI BRANDING DALAM MEMBANGUN BRAND AWARENESS (Studi Kualitatif Strategi Branding Kopi Brenggolo Dalam Mengangkat Potensi Lokal). Other thesis, UPN Veteran Yogyakarta.

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Abstract

ABSTRAK
Kopi Brenggolo merupakan salah satu potensi lokal dari Wonogiri yang
memiliki kualitas unggul, namun strategi branding yang diterapkan masih belum
maksimal dalam meningkatkan brand awareness. Hingga saat ini, strategi branding
Brenggolo masih menggunakan konsep Van Gelder, yang dinilai kurang relevan
dengan perkembangan era digital. Oleh karena itu, penelitian ini bertujuan untuk
mengembangkan model strategi branding yang lebih sesuai dengan kebutuhan
Kopi Brenggolo, terutama dalam konteks branding digital. Penelitian ini
menggunakan metode kualitatif deskriptif, dengan teknik pengumpulan data
melalui observasi, wawancara, dan Focus Group Discussion (FGD). Data yang
diperoleh dianalisis untuk menemukan strategi branding yang paling efektif dalam
meningkatkan kesadaran merek (brand awareness). Hasil penelitian menunjukkan
bahwa Kopi Brenggolo memerlukan strategi branding yang lebih terarah, terutama
dengan mengadopsi konsep digital branding yang relevan seperti yang diusulkan
oleh Philip Kotler. Beberapa strategi yang disarankan meliputi content marketing,
social media marketing, SEO, email marketing, influencer marketing, dan customer
experience. Implementasi strategi-strategi ini diharapkan dapat membantu Kopi
Brenggolo lebih kompetitif di pasar lokal maupun nasional, serta memperkuat
identitas merek yang mengangkat potensi lokal kopi dari Wonogiri. Penelitian ini
memberikan rekomendasi strategi branding digital yang relevan untuk Kopi
Brenggolo, guna meningkatkan brand awareness. Dengan mengadopsi pemasaran
digital, diharapkan Kopi Brenggolo dapat bersaing secara lebih efektif, baik di pasar
lokal maupun nasional.
Kata Kunci: Branding, Digital marketing, Kopi Brenggolo, Potensi lokal,
Brand Awareness
ABSTRACT
Brenggolo Coffee is one of the local potentials from Wonogiri which has
superior quality, however the branding strategy implemented is still not optimal in
increasing brand awareness. Until now, Brenggolo's branding strategy still uses
the Van Gelder concept, which is considered less relevant to developments in the
digital era. Therefore, this research aims to develop a branding strategy model that
is more suited to the needs of Brenggolo Coffee, especially in the context of digital
branding. This research uses descriptive qualitative methods, with data collection
techniques through observation, interviews and Focus Group Discussions (FGD).
The data obtained was analyzed to find the most effective branding strategy in
increasing brand awareness. The research results show that Brenggolo Coffee
requires a more targeted branding strategy, especially by adopting relevant digital
branding concepts as proposed by Philip Kotler. Some recommended strategies
include content marketing, social media marketing, SEO, email marketing,
influencer marketing, and customer experience. The implementation of these
strategies is expected to help Brenggolo Coffee be more competitive in local and
national markets, as well as strengthen the brand identity that highlights the local
potential of coffee from Wonogiri. This research provides recommendations for
relevant digital branding strategies for Brenggolo Coffee, to increase brand
awareness. By adopting digital marketing, it is hoped that Brenggolo Coffee can
compete more effectively, both in local and national markets.
Key words : Branding, Digital marketing, Brenggolo Coffee, Local potential,
Brand Awareness

Item Type: Thesis (Other)
Uncontrolled Keywords: Branding, Digital marketing, Brenggolo Coffee, Local potential, Brand Awareness
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Eko Yuli
Date Deposited: 07 Nov 2024 03:25
Last Modified: 07 Nov 2024 03:25
URI: http://eprints.upnyk.ac.id/id/eprint/41587

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