STRATEGI KOMUNIKASI PEMASARAN KOPI TUKU DALAM MEMBANGUN BRAND AWARENESS PADA GENERASI Z

Abstract

This study aims to describe the communication strategies employed by Kopi Tuku to build brand awareness among Generation Z. It utilizes a qualitative approach with a descriptive research design. Data were collected through observation, in-depth interviews, and documentation involving Generation Z informants who are active Kopi Tuku consumers. The findings indicate that regarding the product aspect, the signature Kopi Susu Tetangga (KST) with its consistent taste serves as the key differentiator that fosters customer loyalty. In terms of pricing, Kopi Tuku has successfully struck a balance between affordability and perceived quality, ensuring that price is no longer the primary consideration for consumers. Regarding place, distribution is managed via an omnichannel approach, utilizing strategic outlet locations and partnerships with digital delivery platforms. As for promotion, Kopi Tuku relies on Instagram, word-of-mouth, and cross-brand collaborations such as those with Uniqlo Indonesia and BLP Beauty as effective promotional tools. Overall, the study concludes that the harmonious and sustainable application of these four marketing mix elements has successfully built strong brand awareness, fostered loyalty, and maintained Kopi Tuku’s relevance amidst the competitive coffee industry landscape targeting Generation Z.