BRANDING PHENOMENON OF LOCAL COFFEE IN SHIFTING THE EXISTENCE OF FOREIGN COFFEE BRANDS IN JAKARTA
![](https://mik.binus.ac.id/files/2019/04/290419-15-1.png)
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.