Analisis Promosi Penjualan Dalam Membangun Brand Awareness Kopi Tuku di Jakarta

Abstract

Based on the phenomenon of increasing competition in the local coffee industry and the importance of sales promotions as an element of marketing communication in strengthening brand recognition, this study aims to analyze how Toko Kopi Tuku’s sales promotion approach contributes to building brand awareness in Jakarta. The study used a qualitative method with a case study approach. The results showed that Toko Kopi Tuku implemented a simple but consistent form of sales promotion, namely discounts and product bundling packages. The main media used to convey promotions were Instagram, outlets, and bank promotions. In addition, all informants placed Toko Kopi Tuku at the top of mind position in the local coffee category. The main factors that shape brand awareness include visual identity, taste quality, purchasing experience at the outlet, and exposure to digital promotions. Toko Kopi Tuku's promotions are considered capable of meeting consumer needs for information, convenience when making decisions, and added product value. Brand awareness grows when sales promotions match consumer needs and the brand maintains a simple and consistent character.