Brand engagement dalam kegiatan pemasaran PT. Sari Coffee Indonesia

Latif, Christian (2020) Brand engagement dalam kegiatan pemasaran PT. Sari Coffee Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan ekonomi yang terjadi di Indonesia membawa dampak terhadap menguatnya daya beli masyarakat. Pemenuhan kebutuhan sekunder sendiri dilakukan oleh para masyarakat, sehingga mampu memberikan keuntungan tersendiri bagi industri kopi di Indonesia. Tingginya minat serta daya beli masyarakat pada industri kopi sendiri juga turut memunculkan berbagai pemain baru dalam industri tersebut dalam jumlah yang besar. Tantangan berupa perubahan budaya pada kehidupan masyarakat Indonesia menjadi serba digital sendiri juga turut membawa perubahan dalam kegiatan pemasaran yang dilakukan oleh PT. Sari Coffee Indonesia. Strategi komunikasi pemasaran untuk mempertahankan serta meningkatkan brand engagement sendiri dipilih oleh PT. Sari Coffee Indonesia dalam upaya mempertahankan posisinya sebagai pemimpin pada industri kopi di Indonesia, dari berbagai pemain baru yang tengah meramaikan industri tersebut. Media sosial Instagram sendiri dipilih sebagai media dalam menerapkan strategi tersebut, dengan dasar pemikiran bahwa media tersebut sesuai dengan digitalisasi yang tengah melanda masyarakat Indonesia serta tingkat pengguna media sosial di Indonesia yang relatif tinggi. / Economic growth that occurred in Indonesia had an impact on the strengthening of people's purchasing power. The fulfillment of secondary needs is carried out by the community, so that it can provide its own benefits for the coffee industry in Indonesia. The high interest and purchasing power of the people in the coffee industry itself also contributed to the emergence of a large number of new players in the industry. Challenges in the form of cultural change in the lives of Indonesian people to become completely digital themselves also helped bring changes in marketing activities carried out by PT. Sari Coffee Indonesia. The marketing communication strategy to maintain and increasing brand engagement itself was chosen by PT. Sari Coffee Indonesia in an effort to maintain its position as a leader in the coffee industry in Indonesia, from various new players who are enlivening the industry. Instagram social media itself was chosen as the media in implementing the strategy, with the rationale that the media is in accordance with the digitalization that is sweeping the Indonesian people and the relatively high level of social media users in Indonesia.

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