eprintid: 96742 rev_number: 21 eprint_status: archive userid: 599 dir: disk1/00/09/67/42 datestamp: 2025-08-11 03:28:09 lastmod: 2025-08-11 03:28:09 status_changed: 2025-08-11 03:28:09 type: thesis metadata_visibility: show creators_name: AISARAH, SALMA NUR creators_nimnip: 44221110018 creators_id: aisarahs110603@gmail.com contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Irawan, Enjang Pera contributors_nidn: 0322028702 contributors_id: lib.mercubuana.ac.id title: STRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA ispublished: pub subjects: S133.32 subjects: S155.2 subjects: S302.2 subjects: S322.3 subjects: S650 subjects: S658.8 subjects: S794.12 divisions: 442 full_text_status: restricted keywords: Marketing Public Relations, Specialty Coffee, Brand Story Telling abstract: Tanamera Coffee designs, implements, and maintains effective and authentic communication strategies to build a strong brand image, raise consumer awareness of specialty coffee, and foster sustainable relationships with various stakeholders, including consumers, the coffee community, and the media. This study aims to conduct an in-depth analysis and gain a comprehensive understanding of the marketing public relations strategies employed by Tanamera Coffee in communicating specialty coffee to the Indonesian public. This research adopts a descriptive qualitative approach within the constructivist paradigm, allowing the researcher to explore the subjective meanings and social constructions embedded in the company’s communication strategies within the context of Indonesia’s growing specialty coffee industry. The theoretical foundation of this study is based on the RACE model (Research, Action, Communication, Evaluation) proposed by John Marston, which offers a systematic and structured framework for the effective planning and implementation of public relations programs. In addition, the study incorporates the theory of brand storytelling, emphasizing the importance of crafting strong and authentic narratives to build emotional connections and deep value perceptions in the minds of consumers toward specialty coffee products. Data collection methods include in-depth interviews with Tanamera Coffee’s marketing and public relations personnel, direct observation of promotional activities and events related to specialty coffee, and document analysis of the company’s communication materials. The findings reveal that Tanamera Coffee has successfully implemented an effective brand storytelling strategy by highlighting authentic narratives about the origin of its coffee, its close relationships with local farmers, and its commitment to sustainable and high-quality production processes. These efforts have contributed to the creation of a premium perception and product uniqueness among consumers. Moreover, event activation serves as a crucial strategy in delivering emotional and interactive brand experiences, thereby enhancing consumer engagement and loyalty. Ongoing and close collaboration with both local and national coffee communities has also proven to significantly strengthen the brand’s credibility and reach. Keyword : Marketing Public Relations, Specialty Coffee, Brand Story Telling Tanamera Coffee merancang, mengimplementasikan, serta memelihara komunikasi yang efektif dan autentik untuk membangun citra merek yang kuat, meningkatkan kesadaran konsumen terhadap specialty coffee, serta memperkuat hubungan yang berkelanjutan dengan berbagai pemangku kepentingan, termasuk konsumen, komunitas kopi, dan media. Penelitian ini bertujuan untuk menganalisis secara mendalam dan memahami strategi marketing public relations yang diterapkan oleh Tanamera Coffee dalam mengkomunikasikan specialty coffee kepada masyarakat di Indonesia. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan paradigma konstruktivisme yang memungkinkan peneliti untuk menggali makna subjektif dan konstruksi sosial yang terbentuk dalam praktik strategi komunikasi tersebut dalam konteks industri kopi specialty yang berkembang di Indonesia. Landasan pemikiran utama dalam penelitian ini didasarkan pada teori RACE (Research, Action, Communication, Evaluation) yang dikemukakan oleh John Marston, yang memberikan kerangka kerja systematis dan terstruktur untuk perencanaan dan pelaksanaan program public relations secara efektif, serta teori brand storytelling yang menegaskan pentingnya pembangunan narasi yang kuat dan autentik dalam menciptakan hubungan emosional dan persepsi nilai yang mendalam di benak konsumen terhadap produk specialty coffee. Teknik pengumpulan data dalam penelitian ini melalui wawancara mendalam dengan para pelaku marketing dan public relations Tanamera Coffee, observasi langsung kegiatan promosi dan event terkait specialty coffee, serta analisis dokumen dan materi komunikasi yang digunakan oleh perusahaan. Hasil penelitian menunjukkan bahwa Tanamera Coffee berhasil mengimplementasikan strategi brand storytelling yang sangat efektif dengan menonjolkan cerita autentik mengenai asal-usul kopi, hubungan erat dengan petani kopi, serta proses produksi yang berkelanjutan dan berkualitas tinggi, sehingga membangun persepsi premium dan keunikan produk di mata konsumen. Selain itu, event activation menjadi strategi penting dalam menciptakan pengalaman merek yang emosional dan interaktif bagi konsumen, sehingga meningkatkan keterlibatan dan loyalitas konsumen. Kolaborasi yang erat dan berkelanjutan dengan komunitas kopi lokal dan nasional juga terbukti memberikan kontribusi signifikan dalam meningkatkan kredibilitas dan jangkauan merek Tanamera Coffee. Kata Kunci : Marketing Public Relations, Specialty Coffee, Brand Story Telling date: 2025-07-21 date_type: published pages: 83 institution: Universitas Mercu Buana Jakarta department: Biro Perpustakaan thesis_type: s1 thesis_name: tugas_akhir kampus: meruya call_number_cd: FK/PR. 25 152 kota: Jakarta kolasi: xiii, 83 hlm citation: AISARAH, SALMA NUR (2025) STRATEGI MARKETING PUBLIC RELATIONS TANAMERA COFFEE DALAM MENGKOMUNIKASIKAN SPECIALTY COFFEE DI INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta. document_url: http://repository.mercubuana.ac.id/96742/1/01%20Cover.pdf document_url: http://repository.mercubuana.ac.id/96742/2/02%20Bab%201.pdf document_url: http://repository.mercubuana.ac.id/96742/3/03%20Bab%202.pdf document_url: http://repository.mercubuana.ac.id/96742/4/04%20Bab%203.pdf document_url: http://repository.mercubuana.ac.id/96742/5/05%20Bab%204.pdf document_url: http://repository.mercubuana.ac.id/96742/6/06%20Bab%205.pdf document_url: http://repository.mercubuana.ac.id/96742/7/07%20Daftar%20Pustaka.pdf document_url: http://repository.mercubuana.ac.id/96742/8/08%20Lampiran.pdf