UPAYA BRANDING PORTAL WARKOP UNTUK MENINGKATKAN CITRA KOPI LOKAL SUMATERA SELATAN

ABIMAYU, M BINTANG TIMUR and Andarini, Rindang Senja and Jaya, Eko Pebryan (2023) UPAYA BRANDING PORTAL WARKOP UNTUK MENINGKATKAN CITRA KOPI LOKAL SUMATERA SELATAN. Undergraduate thesis, Sriwijaya University.

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Abstract

South Sumatra Province is the number one largest coffee producer in Indonesia. However, this is not comparable to the popularity of local coffee beans in other provinces, such as Lampung, Aceh, etc. The Warkop Portal has a vision and mission, namely "Making South Sumatra Coffee more advanced and developing from upstream to downstream and making the best coffee and pride of South Sumatra". Therefore, Warkop Portal has carried out several branding efforts to improve the image of local South Sumatra coffee. This research uses a descriptive qualitative research method based on the brand expression theory put forward by Sicco Van Gelder (2003). The results of this research show data that Portal Warkop positions its brand as a brand with premium quality, Portal Warkop also has a strong brand identity, this is demonstrated by Portal Warkop having registered halal certification and brand copyright. One thing that differentiates Portal Warkop from other coffee shops is that it specializes in South Sumatra coffee. The role of brand communicator and persuasive communication in the Warkop Portal company is an important pillar in branding efforts.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Branding, kopi lokal, citra
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology > HM711-806 Groups and organizations
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	M Bintang Timur Abimayu
Date Deposited:	18 Mar 2024 05:58
Last Modified:	18 Mar 2024 05:58
URI:	http://repository.unsri.ac.id/id/eprint/141630

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