Strategi Branding Produk Kopi Lokal Pada Umkm Kedai Kopi Wijaya Jember

Abstract

This research is motivated by the increasing competition among coffee shops in Jember Regency, which encourages Micro, Small, and Medium Enterprises (MSMEs) to implement effective branding strategies in order to maintain competitiveness in the digital era. This study aims to analyze and describe the branding strategies for local coffee products implemented by Kedai Kopi Wijaya Jember. This research employed a descriptive qualitative approach using a case study method. Data were collected through interviews, observations, and documentation involving informants consisting of the owner, employees, and loyal customers. The data were analyzed using thematic analysis through the stages of transcription, coding, and theme categorization. The results show that the branding strategy of Kedai Kopi Wijaya is implemented through: (1) the application of a local value-based brand identity through the use of locally sourced Jember coffee and a coffee shop concept with local nuances; (2) the implementation of storytelling through involvement in the local coffee community; (3) the implementation of visual branding through the coffee shop's appearance and social media content; and (4) the utilization of digital media and communities as the main marketing channels. These strategies contribute to strengthening the brand identity, increasing brand awareness, and supporting the competitiveness of Kedai Kopi Wijaya amid the growing competition in the coffee shop industry