<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "STRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA"^^ . "Tanamera Coffee designs, implements, and maintains effective and authentic\r\ncommunication strategies to build a strong brand image, raise consumer awareness\r\nof specialty coffee, and foster sustainable relationships with various stakeholders,\r\nincluding consumers, the coffee community, and the media. This study aims to\r\nconduct an in-depth analysis and gain a comprehensive understanding of the\r\nmarketing public relations strategies employed by Tanamera Coffee in\r\ncommunicating specialty coffee to the Indonesian public.\r\nThis research adopts a descriptive qualitative approach within the\r\nconstructivist paradigm, allowing the researcher to explore the subjective meanings\r\nand social constructions embedded in the company’s communication strategies\r\nwithin the context of Indonesia’s growing specialty coffee industry.\r\nThe theoretical foundation of this study is based on the RACE model\r\n(Research, Action, Communication, Evaluation) proposed by John Marston, which\r\noffers a systematic and structured framework for the effective planning and\r\nimplementation of public relations programs. In addition, the study incorporates\r\nthe theory of brand storytelling, emphasizing the importance of crafting strong and\r\nauthentic narratives to build emotional connections and deep value perceptions in\r\nthe minds of consumers toward specialty coffee products. Data collection methods\r\ninclude in-depth interviews with Tanamera Coffee’s marketing and public relations\r\npersonnel, direct observation of promotional activities and events related to\r\nspecialty coffee, and document analysis of the company’s communication materials.\r\nThe findings reveal that Tanamera Coffee has successfully implemented an\r\neffective brand storytelling strategy by highlighting authentic narratives about the\r\norigin of its coffee, its close relationships with local farmers, and its commitment\r\nto sustainable and high-quality production processes. These efforts have\r\ncontributed to the creation of a premium perception and product uniqueness among\r\nconsumers. Moreover, event activation serves as a crucial strategy in delivering\r\nemotional and interactive brand experiences, thereby enhancing consumer\r\nengagement and loyalty. Ongoing and close collaboration with both local and\r\nnational coffee communities has also proven to significantly strengthen the brand’s\r\ncredibility and reach.\r\nKeyword : Marketing Public Relations, Specialty Coffee, Brand Story Telling\r\n\r\nTanamera Coffee merancang, mengimplementasikan, serta memelihara\r\nkomunikasi yang efektif dan autentik untuk membangun citra merek yang kuat,\r\nmeningkatkan kesadaran konsumen terhadap specialty coffee, serta memperkuat\r\nhubungan yang berkelanjutan dengan berbagai pemangku kepentingan, termasuk\r\nkonsumen, komunitas kopi, dan media. Penelitian ini bertujuan untuk menganalisis\r\nsecara mendalam dan memahami strategi marketing public relations yang\r\nditerapkan oleh Tanamera Coffee dalam mengkomunikasikan specialty coffee\r\nkepada masyarakat di Indonesia.\r\nPenelitian ini menggunakan pendekatan kualitatif deskriptif dengan\r\nparadigma konstruktivisme yang memungkinkan peneliti untuk menggali makna\r\nsubjektif dan konstruksi sosial yang terbentuk dalam praktik strategi komunikasi\r\ntersebut dalam konteks industri kopi specialty yang berkembang di Indonesia.\r\nLandasan pemikiran utama dalam penelitian ini didasarkan pada teori RACE\r\n(Research, Action, Communication, Evaluation) yang dikemukakan oleh John\r\nMarston, yang memberikan kerangka kerja systematis dan terstruktur untuk\r\nperencanaan dan pelaksanaan program public relations secara efektif, serta teori\r\nbrand storytelling yang menegaskan pentingnya pembangunan narasi yang kuat dan\r\nautentik dalam menciptakan hubungan emosional dan persepsi nilai yang\r\nmendalam di benak konsumen terhadap produk specialty coffee. Teknik\r\npengumpulan data dalam penelitian ini melalui wawancara mendalam dengan para\r\npelaku marketing dan public relations Tanamera Coffee, observasi langsung\r\nkegiatan promosi dan event terkait specialty coffee, serta analisis dokumen dan\r\nmateri komunikasi yang digunakan oleh perusahaan.\r\nHasil penelitian menunjukkan bahwa Tanamera Coffee berhasil\r\nmengimplementasikan strategi brand storytelling yang sangat efektif dengan\r\nmenonjolkan cerita autentik mengenai asal-usul kopi, hubungan erat dengan petani\r\nkopi, serta proses produksi yang berkelanjutan dan berkualitas tinggi, sehingga\r\nmembangun persepsi premium dan keunikan produk di mata konsumen. Selain itu,\r\nevent activation menjadi strategi penting dalam menciptakan pengalaman merek\r\nyang emosional dan interaktif bagi konsumen, sehingga meningkatkan keterlibatan\r\ndan loyalitas konsumen. Kolaborasi yang erat dan berkelanjutan dengan komunitas\r\nkopi lokal dan nasional juga terbukti memberikan kontribusi signifikan dalam\r\nmeningkatkan kredibilitas dan jangkauan merek Tanamera Coffee.\r\nKata Kunci : Marketing Public Relations, Specialty Coffee, Brand Story Telling"^^ . "2025-07-21" . . . . . . . . . . "Universitas Mercu Buana Jakarta"^^ . . . "Biro Perpustakaan, Universitas Mercu Buana Jakarta"^^ . . . . . . . . . . "Enjang Pera"^^ . "Irawan"^^ . "Enjang Pera Irawan"^^ . . "SALMA NUR"^^ . "AISARAH"^^ . "SALMA NUR AISARAH"^^ . . . . . . "STRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA (Text)"^^ . . . "01 Cover.pdf"^^ . . . "STRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA (Text)"^^ . . . "STRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA (Text)"^^ . . . 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"STRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA (Other)"^^ . . . . . . "STRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA (Other)"^^ . . . . . . "STRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA (Other)"^^ . . . . . "HTML Summary of #96742 \n\nSTRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA\n\n" . "text/html" . . . "133.32 Fortune-Telling by Crystals and Stones; Dowsing; Fortune-Telling by Cards, Tea Leaves and Coffee Grounds, Oracles and Sibyls/Mencari Peruntungan Lewat Kristal dan Batu; Pencelupan; Mencari Peruntungan Lewat Kartu, Daun Teh and Kopi, Oracle and Siby"@en . . . "155.2 Individual Psychology, Characters/Psikologi Individual, Karakter"@en . . . "302.2 Communication/Komunikasi"@en . . . "322.3 Business and Industry/Bisnis dan Industri"@en . . . "650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan"@en . . . "658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi"@en . . . "794.12 Strategy and Tactics/Strategi"@en . .