Strategi Konten Komunikasi Pemasaran Kaman Coffee Roaster Melalui Akun Instagram @kamancoffeeroaster Untuk Meningkatkan Brand Awareness

Irfan Saputra, Dwiki (2025) Strategi Konten Komunikasi Pemasaran Kaman Coffee Roaster Melalui Akun Instagram @kamancoffeeroaster Untuk Meningkatkan Brand Awareness. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to identify the content marketing communication strategies of Kaman Coffee Roaster implemented through the Instagram account @kamancoffeeroaster to enhance brand awareness. The research adopts a qualitative approach using Creswell’s case study research method, referring to Joe Pulizzi’s Content Marketing Framework and Aaker’s concept of brand awareness. Data collection was conducted through in-depth interviews with the internal team, regular customers, and triangulation with a communication expert. In addition, observation and documentation were carried out on the Instagram content posted by Kaman Coffee Roaster. The findings reveal that the content strategy includes visual consistency and brand identity, a product-oriented approach with an educational touch, the use of storytelling as a differentiation element, leveraging Instagram Reels to reach a wider audience, batch content production for efficiency, and the use of distinctive visual characters in packaging and promotional materials. These approaches are designed to strengthen brand identity in the minds of the audience, showcase product uniqueness, and build emotional connections through consistent visual narratives. The primary focus of this strategy is to deliver relevant and engaging content that aligns with the characteristics of the target audience, particularly young people, coffee enthusiasts, and home brewers.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Content Strategy, Marketing Communication, instagram, coffeeshop, Brand Awareness
Subjects:	Business > Advertising Management > Business Plan > Business > Advertising Marketing > Advertising Marketing > Branding (Marketing) Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Dwiki Irfan Saputra
Date Deposited:	19 Sep 2025 07:38
Last Modified:	19 Sep 2025 07:38
URI:	https://repository.bakrie.ac.id/id/eprint/12535

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