PERAN EVENT MANAGER DAN LOGISTIK DALAM STRATEGI BRANDING #DARIKOPISAMPAIKEHATI UNTUK PENINGKATAN BRAND AWARENESS DAN BRAND IMAGE LAKSHITA COFFEE

Abstract

The increasingly competitive coffee shop industry in Semarang encourages local brands to adopt more integrated branding strategies. Lakshita Coffee faced challenges in low brand awareness due to limited use of owned media and reliance on location-based traffic. This study examines the implementation of the #DariKopiSampaiKeHati campaign using the Integrated Marketing Communication (IMC) approach and the AISAS model to strengthen brand positioning. The strategy combined digital activation through social media, online visibility optimization, and event-based marketing. Post-campaign evaluation indicates improvements in brand awareness, social media performance, consumer engagement, and sales growth. These findings suggest that an integrated communication strategy that blends digital and event marketing is effective in enhancing brand visibility and market performance in a competitive coffee shop industry.