Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand Awareness
Background: The trend of coffee consumption in Indonesia encourages many business players in the coffee industry. Storytelling marketing is one of the tools that can be used to build brand awareness and, in the long run, will encourage consumer buying interest. Purpose: This research aims to identi...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | Indonesian |
| Published: |
Bogor Agricultural University
2024-09-01
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| Series: | Jurnal Aplikasi Bisnis dan Manajemen |
| Online Access: | https://journal.ipb.ac.id/index.php/jabm/article/view/46241 |
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| _version_ | 1825206645760720896 |
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| author | Muhammad Chosasih Mahendra Retnaningsih Adhitya Rahmana |
| author_facet | Muhammad Chosasih Mahendra Retnaningsih Adhitya Rahmana |
| author_sort | Muhammad Chosasih Mahendra |
| collection | DOAJ |
| description | Background: The trend of coffee consumption in Indonesia encourages many business players in the coffee industry. Storytelling marketing is one of the tools that can be used to build brand awareness and, in the long run, will encourage consumer buying interest.
Purpose: This research aims to identify business activities and brand awareness levels and provide a storytelling marketing design for Wanaland Coffee Roastery.
Design/methodology/approach: Data was collected through in-depth interviews, online surveys, and literature studies. Quantitative data processing and descriptive statistics results are then analyzed using value chain analysis tools, brand awareness pyramids, and marketing storytelling.
Findings/Result: The results of this study are in business activities, Wanaland Coffee Roastery sells coffee in the form of beans offline and online. The promotional media used are Facebook, WhatsApp, Instagram, and word-of-mouth. Brand awareness that is derived from promotional activities that have been carried out is still minimal, so storytelling marketing is used to increase brand awareness. Storytelling design was organized into three scenarios by utilizing five digital communication channels: website, social media, Google My Business, e-commerce, and SEO/SEM.
Conclusion: Based on the research results, consumer brand awareness is still low. Therefore, the marketing storytelling design in this study is needed to increase brand awareness.
Originality/value (State of the art): Research conducted at Wanaland Coffee Roastery using a storytelling marketing strategy is the novelty of this research because no similar research has been found.
Keywords: brand awareness, coffee business, digital marketing, storytelling, value chain analysis |
| format | Article |
| id | doaj-art-c8b24747b2c2411cb1bbe1ef6e3f171d |
| institution | Kabale University |
| issn | 2528-5149 2460-7819 |
| language | Indonesian |
| publishDate | 2024-09-01 |
| publisher | Bogor Agricultural University |
| record_format | Article |
| series | Jurnal Aplikasi Bisnis dan Manajemen |
| spelling | doaj-art-c8b24747b2c2411cb1bbe1ef6e3f171d2025-02-07T08:01:38ZindBogor Agricultural UniversityJurnal Aplikasi Bisnis dan Manajemen2528-51492460-78192024-09-0110383483410.17358/jabm.10.3.83446241Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand AwarenessMuhammad Chosasih Mahendra0Retnaningsih1Adhitya Rahmana2School of Business, IPB University, Jl. Pajajaran, Bogor 16151, IndonesiaSchool of Business, IPB University, Jl. Pajajaran, Bogor 16151, IndonesiaSchool of Business, IPB University, Jl. Pajajaran, Bogor 16151, IndonesiaBackground: The trend of coffee consumption in Indonesia encourages many business players in the coffee industry. Storytelling marketing is one of the tools that can be used to build brand awareness and, in the long run, will encourage consumer buying interest. Purpose: This research aims to identify business activities and brand awareness levels and provide a storytelling marketing design for Wanaland Coffee Roastery. Design/methodology/approach: Data was collected through in-depth interviews, online surveys, and literature studies. Quantitative data processing and descriptive statistics results are then analyzed using value chain analysis tools, brand awareness pyramids, and marketing storytelling. Findings/Result: The results of this study are in business activities, Wanaland Coffee Roastery sells coffee in the form of beans offline and online. The promotional media used are Facebook, WhatsApp, Instagram, and word-of-mouth. Brand awareness that is derived from promotional activities that have been carried out is still minimal, so storytelling marketing is used to increase brand awareness. Storytelling design was organized into three scenarios by utilizing five digital communication channels: website, social media, Google My Business, e-commerce, and SEO/SEM. Conclusion: Based on the research results, consumer brand awareness is still low. Therefore, the marketing storytelling design in this study is needed to increase brand awareness. Originality/value (State of the art): Research conducted at Wanaland Coffee Roastery using a storytelling marketing strategy is the novelty of this research because no similar research has been found. Keywords: brand awareness, coffee business, digital marketing, storytelling, value chain analysishttps://journal.ipb.ac.id/index.php/jabm/article/view/46241 |
| spellingShingle | Muhammad Chosasih Mahendra Retnaningsih Adhitya Rahmana Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand Awareness Jurnal Aplikasi Bisnis dan Manajemen |
| title | Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand Awareness |
| title_full | Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand Awareness |
| title_fullStr | Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand Awareness |
| title_full_unstemmed | Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand Awareness |
| title_short | Storytelling Marketing Design of Wanaland Coffee Roastery To Improve Brand Awareness |
| title_sort | storytelling marketing design of wanaland coffee roastery to improve brand awareness |
| url | https://journal.ipb.ac.id/index.php/jabm/article/view/46241 |
| work_keys_str_mv | AT muhammadchosasihmahendra storytellingmarketingdesignofwanalandcoffeeroasterytoimprovebrandawareness AT retnaningsih storytellingmarketingdesignofwanalandcoffeeroasterytoimprovebrandawareness AT adhityarahmana storytellingmarketingdesignofwanalandcoffeeroasterytoimprovebrandawareness |