PERAN CREATIVE MANAGER, GRAPHIC DESIGNER, DAN SOCIAL MEDIA OFFICER DALAM STRATEGI BRANDING #DARIKOPISAMPAIKEHATI UNTUK PENINGKATAN BRAND AWARENESS DAN BRAND IMAGE LAKSHITA COFFEE

Abstract

In the rapidly growing coffee shop industry in Semarang City, Lakshita Coffee faces the challenge of low brand awareness (18.2%) and sales stagnation due to suboptimal owned media management. This study details the implementation of an integrated branding strategy through the #DariKopiSampaiKeHati campaign utilizing the Integrated Marketing Communication (IMC) approach and the AISAS model, encompassing digital activation, SEO optimization, and community event organization. Post-campaign evaluation shows significant performance impacts, marked by a surge in brand awareness by 58.2% (reaching 76.4%), rapid growth in social media reach with total views exceeding 606,982, and a 20% increase in average product sales. This success, further supported by increased customer participation and positive reviews on Google Maps, proves that an integrated communication strategy is effective in strengthening brand visibility, consumer interaction, and sales conversion in a competitive market.