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All Journal Jurnal Mata Pariwisata Jurnal Menata Jurnal Keker Wisata: Kegiatan Pengabdian Kepada Masyarakat
Dewi Aurora Mikasari
Batam Tourism Polytechnic
Arts Humanities Decision Sciences, Operations Research & Management Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Veterinary

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Journal : Jurnal Menata

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STRATEGI BRANDING KOPI SEKANAK “KOPI PARA RAJA“ Eva Amalia Rofii; Dewi Aurora Mikasari; Syafruddin Rais
JURNAL MENATA Vol. 1 No. 1 (2022): MEI
Publisher : Puslitabmas Batam Tourism Polytecnic

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Abstract

This study reconnoiters how the richness and local wisdom of Malay culture are preserved through the taste of coffee which has its authentic philosophy so that it becomes a strong branding. Count on the marketing public relations strategy of pull, push and pass to build a brand awareness of "Kopi Para Raja". Using strategic marketing public relations which is called Three Ways Strategy to intricate on how the strategic planning being established. The research method using qualitative approach and case study method. Data collection techniques are in-depth interviews and literature study. The results of this study indicate that the Marketing public relations of Kopi Sekanak wants to instill the mindset of "Kopi Para Raja" into the minds of consumers which has come to the results in a successful partnership, bundling and marketing campaign by Kopi Sekanak, in the process of establishing the brand awareness. Thus the progression in maintaining the brand awareness starts from the phase of unknown brand to the initial brand of Kopi Sekanak has reached the stage of the awareness of consumers which means the success of Kopi Sekanak resulted from a synchronized marketing efforts to promote Kopi Sekanak , Kopi Para Raja as a coffee brand.
STIGMA DUNIA MIXOLOGY DI MASYARAKAT KOTA BATAM Novi; Dewi Aurora Mikasari
JURNAL MENATA Vol. 1 No. 2 (2022): NOPEMBER
Publisher : Puslitabmas Batam Tourism Polytecnic

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Abstract

Globalization that has accompanied daily activities does have a significant influence on Batam people’s opinion about the world of mixology from a scientific point of view, it even tends to lead to negative opinions and stereotypes on people who are involved in mixology activities. The researcher used an approach by using descriptive qualitative method to collect data information by using non-participant observation, semi-structured interviews and documentation technique. The results shows that the factor that caused stigma in mixology’s world usually because of religion, culture, and people behavior that is supported by environment and knowledge. Religion and culture factors and environtment also influence stigma to be born and stay until now because of dominant east culture in Batam city that is not identic with alcohol or even mixology’s world.    
Co-Authors Dailami Erni Karlina Eva Amalia Rofii Moh. Thamdzir Novi Rezki Alhamdi Syafruddin Rais, Syafruddin