PERAN PROGRAM MANAGER, FINANCE, DAN ACCOUNT EXECUTIVE DALAM STRATEGI BRANDING #DARIKOPISAMPAIKEHATI UNTUK PENINGKATAN BRAND AWARENESS DAN BRAND IMAGE LAKSHITA COFFEE

Abstract

The increasingly saturated coffee shop industry in Semarang City requires businesses to implement strong and integrated branding strategies. Lakshita Coffee faced challenges in the form of low brand awareness (18.2%) and stagnant sales caused by underutilized owned media and reliance on location-based factors. In response, the Fieldwork Team designed and executed an integrated branding strategy through the #DariKopiSampaiKeHati campaign, applying the Integrated Marketing Communication (IMC) approach and the AISAS model to strengthen the brand’s market positioning. The strategy included digital activation on Instagram and TikTok, SEO optimization through mass media publications and Google Maps reviews, as well as offline events such as Beats and Brew and Random Battle Brew. Post-campaign evaluation showed significant results. Brand awareness increased by 58.2%, rising from 18.2% to 76.4%. Social media performance improved substantially, with Instagram reach growing by 247.8% to 26,769 accounts, total views reaching 606,982, and follower growth increasing by 49.4%. In terms of sales, the campaign contributed to a 20% increase in average monthly sales, exceeding 7,000 cups. Additionally, event activations attracted 154 participants and significantly increased positive Google Maps reviews. These findings demonstrate that an integrated communication strategy effectively enhanced brand visibility, consumer engagement, and sales conversion for Lakshita Coffee.