STRATEGI KOPI KENANGAN DALAM MENINGKATKAN BRAND IMAGE MELALUI KOLABORASI DENGAN INFLUENCER ANGGA YUNANDA
Abstract
Abstract: This study aims to analyze the role of influencers in enhancing the brand image of Kopi Kenangan on digital platforms through a case study of Angga Yunanda as Chief Tampan Officer (CTO). A qualitative case study approach was employed, including in-depth interviews, social media observation, and document analysis. The findings reveal that Angga Yunanda’s credibility and positive image, alignment of values between influencer and brand, and active interaction through creative content and storytelling effectively increase brand awareness, engagement, and consumer loyalty. Tangible impacts include significant growth in followers and social media interactions, formation of a loyal customer community, and increased Kopi Kenangan sales during the campaign. This study confirms that an appropriate influencer marketing strategy is key to building a strong and relevant brand image in the digital era and provides practical recommendations for companies to optimize influencer collaborations to achieve marketing goals.
Keywords: Influencer Marketing; Brand Image; Kopi Kenangan; Social Media; Engagement
Abstrak: Penelitian ini bertujuan menganalisis peran influencer dalam meningkatkan brand image Kopi Kenangan di platform digital melalui studi kasus Angga Yunanda sebagai Chief Tampan Officer (CTO). Metode yang digunakan adalah kualitatif dengan pendekatan studi kasus, meliputi wawancara mendalam, observasi media sosial, dan analisis dokumentasi. Hasil penelitian menunjukkan bahwa kredibilitas dan citra positif Angga Yunanda, kesesuaian nilai antara influencer dan merek, serta interaksi aktif melalui konten kreatif dan storytelling efektif meningkatkan kesadaran merek, engagement, dan loyalitas konsumen. Dampak nyata terlihat dari pertumbuhan signifikan jumlah pengikut dan interaksi di media sosial, terbentuknya komunitas pelanggan loyal, serta peningkatan penjualan Kopi Kenangan selama kampanye. Penelitian ini menegaskan bahwa strategi influencer marketing yang tepat dapat menjadi kunci dalam membangun brand image yang kuat dan relevan di era digital serta memberikan rekomendasi praktis bagi perusahaan dalam mengoptimalkan kolaborasi dengan influencer untuk mencapai tujuan pemasaran.
Kata kunci: Influencer Marketing; Brand Image; Kopi Kenangan; Media Social; Engagement
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DOI: https://doi.org/10.54314/jssr.v8i2.3045
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