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Anisa Kusumawardani
Sekolah Tinggi Ilmu Ekonomi Totalwin
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Journal : PANDITA: Interdisciplinary Journal of Public Affairs

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Analisis Media Monitoring terhadap Branding Fore Coffee dan Kopi Kenangan melalui Media Sosial Menggunakan Tools Brand24 Kusumawardani, Anisa
PANDITA: Interdisciplinary Journal of Public Affairs Vol. 8 No. 2 (2025): Juli - Desember
Publisher : Fakultas Ilmu Administrasi Universitas Krisnadwipayana Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61332/ijpa.v8i2.349

Abstract

Indonesia's coffee industry has grown a lot because more people are using the internet and there is a lot of competition among local brands that use social media to promote their products. Brand24 is a media monitoring tool that will be used in this study to look at how well two top coffee brands, Fore Coffee and Kopi Kenangan, are doing on social media. The study looks at seven important factors from May to June 2025: engagement rate, reach, sentiment analysis, content strategy, hashtag performance, influencer involvement, and brand mentions. It uses a mixed-method methodology. Kopi Kenangan has the most brand mentions (1,667) and social media reach (4.1 million), whereas Fore Coffee has the most positive sentiment (53% vs. 36%) and non-social media coverage. Kopi Kenangan has a volume-driven strategy that focuses on community participation, while Fore Coffee uses episodic marketing to build emotional connections and a high-end brand image. There isn't a clear market leader because both brands have about the same amount of voice. The study says that Kopi Kenangan could work on making its advertising more positive, and Fore Coffee should use its high brand equity to reach more people. The research recommends Kopi Kenangan improve content quality to enhance sentiment, while Fore Coffee should leverage its strong brand equity for more aggressive market expansion. Some problems with this study are that it only looked at two brands and only for a short time. This suggests that further studies should be done in the future.
Co-Authors Abdul Wahid Abdurrahman Maulana Yusuf Adi Candra, Vebry Agus Irawan Ahmad Ardiansyah Hamid Ahmad Fatoni Ahmad, Afri saldi Alan Smith Purba Andi Fitah Ayu Trisnawati Aniari Aniari Aniari, Aniari Aniqotunnafiah Aniqotunnafiah April Laksana Aprilia, Misye Rahma Arbianti, Siska Ardiyansah, Ardiyansah Arifandi, Sandro Heru Yusuf Arimanda, Dhea Vanesa Arnita, Tika Astohar Astohar Aurel Ariandrani Aziza, Pretty Failasufa Bone, Hariman Cornelius Rantelangi Dapit Harjono Delyla, Aisha Denardo, Denardo Dhian Andanarini Minar Savitri DHIAN ANDANARINI MINAR SAVITRI Dhina Mustika Sari Diah Fitri Harseno Dian Yuliastuti Diera Destica Cilya Dwi Risma Deviyanti Ega Permana Eka Yuliyanti Ela Etik Elies Herawati Elmi Rakhma Aalin Emayanti Christina Hutabarat Fachreza, Rio Fauziah, Diah Pangesti Fernando, Iqbal Fibriyani Nur Khairin Fibriyani Nur Khairin Fitri Wulandari Fitriyani, Nor Fuat Abdul Hafid Hamid Bone Harsiti Harsiti, Harsiti Hilman, Mohamad Ida Ayu Indah Sabrina, Aji Shafa Indri Yani, Indri Irwansyah Irwansyah Iskandar Iskandar Isna Yuningsih Kase, Ratna Kenedi, Kenedi Kiki Novita Kiswoyo Krahara, Yuwan Ditra Kresnawati, Ila Lewi Malisan Lewi Malisan Lewi Malisan Lintin, Maylinda Lisa Anggereani Mirna Dyah Praptitorini Mohammad Ridwan Muhammad Taufiq Dimas Pratama Munawaroh Noor Salim Novita Sari Nur Alfiah Rezkiyanti Nur Rahman, Aisyha NURLAELA NURLAELA Pambudi, Riski Bayu Pebriani, Dwi Pramitasari, Anisa Pramono, Abdul Chatim Praptitorini, Mirna Dyah Prasetya, Aditya Yoga Pratiwi, Shinta Dwi Purnama, Yeni Eka Putri, Winitriwidia Jaya Rabiatul Adawiyah Rahayuanti, Surya Rahmania Mustahida Rahmania Mustahidda Rande Samben Rande Samben Raudhah, Thalitha Rehmang, Siti Arafah Ria Anggraeni Ridani, Irfan Rini Rahmawati, Rini Riska Vitria Khoironi Rizka Dwi Jayanti Rozikin, Imam Rudianto Rudianto Sale, Febi Saputri, Indri Widya Sari Ningsih Sari Rahmadhani Sari, Aurelia Kristina Set Asmapane Setyawati, Kiki Sibuea, Bunga Tika Ansari Siti Aisah Siti Hajar Siti Maria Siti Masyithoh Siti Masyithoh, Siti Siti Nor Halipah Siti Romlah Sitti Rahma Sudirman Sopiansyah Sri Mintarti Sri Mintarti Sri Mintarti Suhani, Realita Suyatno, Primadhani Dyah Larasati Turmudhi, Anis Ulpah, Saidatun Wahono, Didik Wardhana, Syamsu Wenny Aninda Prastiwi Yana Ulfah Yeni Ariyani Yoremia Lestari Ginting Yunus Tete Konde Zati Fadilla