Enhancing the Value of Bajing Coffee: A Branding Training and Assistance at Girimoyo Village

Novin Farid Styo  Wibowo; Moch Fuad  Nasvian; Aditya Dwi Putra  Bhakti; Radityo  Widiatmojo

doi:10.33479/jacips.2023.3.1.1-11

Authors

Novin Farid Styo Wibowo Communication Department, University of Muhammadiyah Malang
Moch Fuad Nasvian Communication Department, University of Muhammadiyah Malang
Aditya Dwi Putra Bhakti Communication Department, University of Muhammadiyah Malang
Radityo Widiatmojo Communication Science Department, Bina Nusantara University, Jakarta

DOI:

https://doi.org/10.33479/jacips.2023.3.1.1-11

Keywords:

Bajing Coffee, Coffee Industry, Branding

Abstract

One of the sectors that contribute to the Indonesian economy is agriculture, forestry, and fishery with around 13.28% of the Gross Domestic Product (GDP). Among them, coffee is known to be one of the essential commodities. Girimoyo village, one of the known coffee producers in Malang Regency, has a special coffee product called Bajing Coffee. Pamanjur Coffee Processor, one of the coffee production businesses, wants to make Bajing Coffee more popular. However, Pamanjur Coffee Processor fails to recognize the consumer and that makes the business grow slowly. Hence, Pamanjur Coffee Processor needs to raise people’s awareness of their products by methods that suit youngsters, especially through appealing social media content. As a result, this community service aims at helping Pamanjur Coffee Processor to gain more awareness. This community service program uses several methods, assessment, training, and assistance. The result shows that Pamanjur Coffee Processor did not have the “energy” to spend on the branding process of Bajing Coffee, but all the skills provided by the community service team are used to develop the identity and promotion of their cafe business line. As a result, this community service program was successful at the skill transfer level but failed to increase the branding of Bajing Coffee.

References

Abril, C., & Rodriguez-Cánovas, B. (2016). Marketing mix effects on private labels brand equity. European Journal of Management and Business Economics, 25(3), 168–175. https://doi.org/10.1016/j.redeen.2016.09.003

Beig, F. A., & Khan, M. F. (2018). Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook. Vision, 22(3), 264–275. https://doi.org/10.1177/0972262918785962

Bilgin, Y. (2018). the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229

Chatzipanagiotou, K., Christodoulides, G., & Veloutsou, C. (2019). Managing the consumer-based brand equity process: A cross-cultural perspective. International Business Review, 28(2), 328–343. https://doi.org/10.1016/j.ibusrev.2018.10.005

Delafrooz, N., Rahmati, Y., & Abdi, M. (2019). The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework. Cogent Business and Management, 6(1), 0–14. https://doi.org/10.1080/23311975.2019.1606973

Desmukh, A. (2021). The World’s Top Coffee Producing Countries. https://www.visualcapitalist.com/worlds-top-coffee-producing-countries/