”Naming Rights” Kopi Tuku di Stasiun MRT Cipete Raya untuk Meningkatkan Brand Awareness

Abstract

This study aims to understand the advertising strategy implemented through naming rights by Kopi Tuku and how this strategy contributes to enhancing brand awareness among public transportation users, particularly passengers of Cipete Raya MRT Station. The research employs a qualitative descriptive method. Data were collected through in-depth interviews with users of Cipete Raya MRT Station who are aware of the presence of Kopi Tuku within the station area. The findings indicate that Kopi Tuku’s naming rights strategy at Cipete Raya MRT Station serves not only as a visual promotional medium but also as a tool to build positive associations between the brand and the daily activities of urban commuters. The placement of the brand name in a high-mobility area creates repetitive exposure that effectively enhances brand awareness. However, the success of this strategy is also influenced by users perceptions of brand relevance and the consistency of Kopi Tuku’s brand communication messages.