BRANDING PHENOMENON OF LOCAL COFFEE IN SHIFTING THE EXISTENCE OF FOREIGN COFFEE BRANDS IN JAKARTA

Mahasiswi Magister Ilmu Komunikasi BINUS University sebagai pemakalah pada Konferensi Internasional “THE 2nd SOUTHEAST ASIA ACADEMIC FORUM ON SUSTAINABLE DEVELOPMENT (SEA-AFSID) 2018 di Yogyakarta”, dengan Judul:

BRANDING PHENOMENON OF LOCAL COFFEE IN SHIFTING THE EXISTENCE OF FOREIGN COFFEE BRANDS IN JAKARTA 

By: Johana Brigitha Mone

This research aims to find out the branding strategy of a local coffee brand regarding their strategy in overcoming the existence of foreign brands in Jakarta. This research used a qualitative approach with a case study method. The research data used open coding, axial coding, and selective coding; and also a reduction process, display, and data verification. The results of the research indicate that a branding strategy is used by a local coffee brand to complement and maintain the existence against foreign coffee brands by: creating an impressive value that creates ‘word of mouth’ around the community, using digital media to reach wider consumers, and creating a good brand image to attract consumers.