Membangun Identitas Lokal: Strategi Komunikasi Pemasaran dan Pembentukan Citra Merek Kedai Kopi’ah di Indonesia Timur
Keywords:
Strategic Marketing Communication, Local Brand Identity, Cultural Marketing, Brand Image Development, Consumer Engagement Strategies
Abstract
This study aims to examine the strategic marketing communication employed in building local identity and brand image at Kedai Kopi’ah in Eastern Indonesia, specifically in Ambon City, Maluku. The main focus is on how Kedai Kopi’ah designs and implements effective communication approaches to strengthen consumer attachment to local values while differentiating itself from competitors in an increasingly competitive coffee shop industry. A descriptive qualitative method was utilized, incorporating field observations, in-depth interviews with management and customers, and documentation of marketing activities. The findings reveal that Kedai Kopi’ah successfully established its brand image through the stages of the AIDA (Attention, Interest, Desire, Action) communication model. The process begins by capturing consumer attention through local symbols, followed by fostering interest and desire via cultural narratives, and culminating in actions such as customer visits and loyalty. These findings suggest that integrating local values into marketing communication strategies not only enhances brand identity but also improves the competitiveness of local businesses. The novelty of this research lies in its exploration of local wisdom-based marketing approaches as a strategic instrument for brand image development in Eastern Indonesia, a region that has been underrepresented in marketing studies. This study recommends further development of culturally grounded marketing communication models as a significant contribution to the advancement of social sciences and humanities, particularly within marketing and cultural communication studies.
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References
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Zinaida, R. S., Sunarto, S., & Sunuantari, M. (2020). City branding of Palembang: understanding cultural identification through logo and tagline. International Journal of Communication and Society, 2(1), 30–40.
Andika, I. K. E. S., Armoni, N. L. E., Mudana, I. G., & Widana, I. P. K. A. (2021). Marketing communication strategy using online platforms to build brand image at The Westin Resort Nusa Dua Bali. International Journal of Green Tourism Research and Applications, 3(1), 27–34.
Bhanbhro, S., Kamal, T., Diyo, R. W., Lipoeto, N. I., & Soltani, H. (2020). Factors affecting maternal nutrition and health: A qualitative study in a matrilineal community in Indonesia. Plos One, 15(6), e0234545.
Cempaka, D., Sundari, V., Bima, A., & Emerald, G. (2023). Village branding: Instruments of Place brand identity for destinations and msmes in the tourism villages. Jurnal Spektrum Komunikasi (JSK), 11(2), 251–264.
Chan, A., Suryadipura, D., & Kostini, N. (2021). City image: city branding and city identity strategies. Review of Integrative Business and Economics Research, 10, 330–341.
Chung, S.-Y., & Byrom, J. (2021). Co-creating consistent brand identity with employees in the hotel industry. Journal of Product & Brand Management, 30(1), 74–89.
Fahmi, F. Z., Ramadhani, D., Dwicahyani, A. A., & Aritenang, A. F. (2021). Informality and the branding of creative places: The case of Suci screen-printing kampong in Bandung, Indonesia. International Development Planning Review, 43(1), 89–113.
Fazlin, F., Sopacua, Y., & Nahuaway, Y. (2023). Identitas Budaya dalam Politik Pariwisata: Promosi Strategis Gua Laulawi oleh Otoritas Lokal. Populis: Jurnal Ilmu Sosial Dan Ilmu Politik, 16(2 SE-Articles). https://doi.org/10.30598/populisvol16iss2pp221-237
Fitriani, F., Nebore, R. D., & Suradinata, P. E. (2022). The Papuan Women’s Participation Perspective in Political Leaders. Musamus Journal of Public Administration, 4(2), 109–119.
Forina Lestari, M., Dali, M. D., & Che-Ha, N. (2020a). City branding in Indonesia: The urgency of public communication, involvement, and inter-sectoral collaboration. Malaysian Journal of Society and Space.
Forina Lestari, M., Dali, M. D., & Che-Ha, N. (2020b). Local identity consideration in maintaining place branding sustainability the case of Indonesia. Management, 5(19), 14–29.
Gato, M., Dias, Á., Pereira, L., da Costa, R. L., & Gonçalves, R. (2022). Marketing communication and creative tourism: An analysis of the local destination management organization. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 40.
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339–364.
Hammou, I., Aboudou, S., & Makloul, Y. (2020). Social media and intangible cultural heritage for digital marketing communication: Case of Marrakech crafts.
Hasanah, I., Hefniy, H., & Zaini, A. W. (2023). Strengthening Brand Identity: Embracing Local Wisdom through Character Education Management. Indonesian Journal of Education and Social Studies, 2(2), 83–94. https://doi.org/10.33650/ijess.v2i2.3435
Htet, T., Husni, M. F. D., & Apriliani, F. D. (2024). Crafting urban identities: Local cuisine and city branding in Indonesia and Myanmar. Journal of City: Branding and Authenticity, 2(1), 30–51.
Issundari, S., Yani, Y. M., Sumadinata, R. W. S., & Heryadi, R. D. (2021). From local to global: Positioning identity of Yogyakarta, Indonesia through cultural paradiplomacy. Academic Journal of Interdisciplinary Studies, 10(3), 177.
Menayang, A. P., & Marta, R. F. (2020). Branding of North Sulawesi tourism through the hexagon of competitive identity. Jurnal Studi Komunikasi, 4(2), 410–434.
Mohamad, B., Adetunji, R. R., Alarifi, G., Ismail, A. R., & Akanmu, M. D. (2022). A visual identity-based approach of southeast asian city branding: a netnography analysis. Journal of Asean Studies, 10(1), 21–42.
Murti, D. C. W. (2020). Performing rural heritage for nation branding: A comparative study of Japan and Indonesia. Journal of Heritage Tourism, 15(2), 127–148.
Murti, D. C. W., Ratriyana, I. N., & Asmoro, I. D. (2023). “Dream Now, Travel Tomorrow”: Communicating the Nation Branding of Indonesia through Tourism-Based Social Media. Howard Journal of Communications, 34(3), 293–314.
Nursanty, E. (2021). The anatomy of place branding: relating place transformation to community identity. Place Branding and Public Diplomacy, 17(1), 19–35.
Nursanty, E., Husni, M. F. D., Rusmiatmoko, D., & Destiawan, W. (2023). Balancing Heritage Preservation and City Branding: Prospects and Strategies for Vernacular Architecture in Indonesia. ISVS EJ, 10(6), 225–243.
Pasaribu, R. (2023). Social Marketing of# banggabuatanindonesia as Indonesia Nation Identity Campaign in Social Media.
Prawira, N. G., Jeon, J. O., Prawira, M. F. A., Prawira, A. B. A., & Prawira, M. P. (2024). Bridging Cultures Through Brands: Exploring the Role of Cultural Authenticity and Identity Alignment in Shaping Revisit Intention. Journal of Tourism, Hospitality and Travel Management, 2(2), 103–115.
Ratriyana, I. N. (2020). The struggle is real: Strategic marketing communication and the survivability of Indonesian local fashion brands. Communication and Media in Asia Pacific, 3(2), 73–95.
Reyes, V., Bogumil, E., & Welch, L. E. (2024). The living codebook: Documenting the process of qualitative data analysis. Sociological Methods & Research, 53(1), 89–120.
Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S. M., Nordfält, J., Patrick, V. M., Schweiger, E., Soysal, G., Dillard, A., & Cooper, N. (2021). Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies. Journal of Retailing, 97(1), 81–98.
Schultz, D. E. (2020). From advertising to integrated marketing communications. In A reader in marketing communications (pp. 10–40). Routledge.
Sjölander-Lindqvist, A., Skoglund, W., & Laven, D. (2020). Craft beer–building social terroir through connecting people, place and business. Journal of Place Management and Development, 13(2), 149–162.
Sumardi, W. R., Mahmudah, F. N., Abbas, N., & Suparman, F. M. (2023). Branding image strategy in enhancing the competitive advantage of pondok pesantren islamic center bin baz yogyakarta. Al-Hikmah: Journal of Education, 4(1), 107–122.
Utami, M. S., & Ubaidillah, A. (2022). Pendugaan Persentase Rumah Tangga yang Memiliki Akses Terhadap Air Minum Layak, Sanitasi Layak, serta Rumah Layak Huni dan Terjangkau pada Level Kecamatan Di Provinsi Papua Tahun 2019 Menggunakan Model Fay Herriot Multivariat. Seminar Nasional Official Statistics, 2022(1), 437–448.
Yusup, M. (2023). The Importance of Using Logo Design as a Brand Image in Marketing MSME Products Using Digital Technology in Kelambir V Village. International Conference on Sciences Development and Technology, 3(1), 79–84.
Zinaida, R. S., Sunarto, S., & Sunuantari, M. (2020). City branding of Palembang: understanding cultural identification through logo and tagline. International Journal of Communication and Society, 2(1), 30–40.
Published
2024-10-30
How to Cite
Armidya, S. D., & Lestaluhu, S. (2024). Membangun Identitas Lokal: Strategi Komunikasi Pemasaran dan Pembentukan Citra Merek Kedai Kopi’ah di Indonesia Timur. Populis: Jurnal Ilmu Sosial Dan Ilmu Politik, 17(2), 155-169. https://doi.org/10.30598/populisvol17iss2pp155-169
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Articles
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