Main Article Content
Indonesia as one of the largest coffee-producing countries in the world, which ultimately has an impact on the coffee industry and the trend of consuming coffee. Tepal Coffee as a typical product of Sumbawa, West Nusa Tenggara has uniqueness and superiority when compared to coffee in other regions. A National Coffee Board study revealed that it is very rare that Arabica coffee has low acidity and is only found in Tepal Coffee in Sumbawa Regency. The uniqueness is one of the advantages of Tepal Coffee which must be raised, branding, and popularized so that the market demand for Sumbawa typical coffee will have an impact on improving the welfare of Sumbawa farmers. The purpose of this research is to find out the AIDA Hierarchy of Effects Model in developing the branding communication strategy in Tepal Coffee. The method used in this study uses qualitative descriptive methods. The result has been shown that the Implementation of Brand Communication Strategy of Tepal-Sumbawa Coffee in building awareness has been done by using Brand visualization with Packaging and brand activation with advertising, events, direct marketing, and Social Media. The level of brand awareness of Tepal Coffee Sumbawa is at the level of Brand Recognition. In this research, the position of Tepal Coffee branding approach is needed to find a broad market, through product branding is important for the long-term achievement of coffee as an economic commodity.
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share— copy and redistribute the material in any medium or format
- Adapt— remix, transform, and build upon the material for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution— You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions— You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
- You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
- No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rightsmay limit how you use the material.
Djatnika, Tjetjep. 2007. Komunikasi Pemasaran. Bandung: PT Remaja Rosdakarya
Don, E. Schultz dan Beth E. Barnes., 1999, Strategic Brand Communication Campaigns, NTC Bussine.
Duncan, Tom. 2002. IMC: Using Advertising & Promotion to Build Brands. The McGraw-Hill Companies, Inc. New York.
Gharibi, S., Danesh, S., & Shahrodi, K. 2012. Explain The Effectiveness of Advertising Using The AIDA Model. Jurnal of Contemporary Research in Business.
Gelder. 2008. Brand Positioning, Journal Marketing,
Kasali, Rhenald. 2007. Manajemen Periklanan : Konsep dan Aplikasinya di Indonesia, Cet. V, Jakarta : Pustaka Utama Grafiti
Hackley, Chris. 2005. Advertising and Promotion Communicating Brands. London: Sage Publications Ltd.
Kennedy, John.E; R, Dermawan Soemanagara. 2006. Marketing Communication, Taktik dan Strategi. Jakarta: PT Buana Ilmu Populer
Kertajaya, Hermawan. 2003. Marketing Mix. Jakarta: PT Gramedia Pustaka Utama
Kotler dan Armstrong. 2008. Dasar-Dasar Pemasaran. Alih bahasa oleh Alexander Sindoro dan Tim Mark Plus. Jakarta: PT. Indeks Gramedia
Kotler, Philip. 2000. Managemen Pemasaran Analisis, Perencanaan, Implementasi, dan Pengendalian. Edisi 5. Jilid 2. Jakarta. Prehalindo
Kotler, Philip. 2009. Marketing Mangement,11st Edition. Upper Saddle River, New Jersey: Pearson Education international
Machfoedz, Mahmud. 2010. Komunikasi Pemasaran Modern. Yogyakarta. Cakra Ilmu
Muzellec, Laurent and Mary Lambkin. 2003. Corporate Rebranding: Destroying, Transferring, or CreatingBrand Equity?. Dublin: Emerald Insight.
Peter, Jean Paul dan Jerry Corrie Olson. 2005. Consumer Behavior and Marketing Strategy. USA: McGraw-Hill.
Prisgunanto, Ilham. 2006. Komunikasi Pemasaran: Strategi dan Taktik. Bogor. Ghalia Indonesia
Shimp. Terence A. 2003. Periklanan, Promosi, Aspek Tambahan Komunikasi Pemasaran Terpadu,Jilid I. Jakarta. Erlangga
Simamora, Bilson. 2004. Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Jakarta: PT Gramedia Pustaka Utama.
Khafid, Supriyantho. 2019. “BI NTB Kembangkan Klaster Produsen Kopi Tepal Sumbawa” diakses pada 10 September 2019 melalui https://bisnis.tempo.co/read/1168830/bi-ntb-kembangkan-klaster-produsen-kopi-tepal-sumbawa
______. 2017. “Kopi Tepal, Cita Rasa Kopi Para Dewa Asal Sumbawa” diakses pada 10 Januari 2020 melalui https://www.batulanteh.com/budaya/kopi-tepal-cita-rasa-kopi-para-dewa-asal-sumbawa-68.html
Taruna, Ken. 2017. “Tepal: Syurga Pecinta Kopi Level Dunia” diakses pada 10 Januari 2020 melalui https://www.beritasumbawa.net/2017/10/tepal-syurga-pecinta-kopi-level-dunia/