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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 Abdurrahman Maulana Yusuf Adi Candra, Vebry Agus Irawan Ahmad Fatoni Alan Smith Purba Alfiah Rezkiyanti, Nur Aniari Aniari Aniqotunnafiah Aniqotunnafiah April Laksana Aprilia, Misye Rahma Ardiyansah, Ardiyansah 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 Dwi Jayanti, Rizka Dwi Risma Deviyanti Eka Yuliyanti Elies Herawati Elmi Rakhma Aalin Emayanti Christina Hutabarat Etik , Ela Fernando, Iqbal Fibriyani Nur Khairin Fibriyani Nur Khairin Fitri Harseno, Diah Fitri Wulandari Harsiti Harsiti, Harsiti Hilman, Mohamad Ida Ayu Indah Sabrina, Aji Shafa Indri Yani, Indri Kase, Ratna Kenedi, Kenedi Kiswoyo Krahara, Yuwan Ditra Lewi Malisan Lewi Malisan Lintin, Maylinda Mirna Dyah Praptitorini Muhammad Taufiq Dimas Pratama Munawaroh Munawaroh Noor Salim Nur Rahman, Aisyha Pramitasari, Anisa Pramono, Abdul Chatim Praptitorini, Mirna Dyah Prasetya, Aditya Yoga Putri, Winitriwidia Jaya Rabiatul Adawiyah Rahayuanti, Surya Rahma Sudirman , Sitti Rahmania Mustahida Rahmania Mustahidda Raudhah, Thalitha Ridani, Irfan Rozikin, Imam Rudianto Rudianto Sale, Febi Saputri, Indri Widya Sari Ningsih Sari Rahmadhani Sari, Aurelia Kristina Set Asmapane Setyawati, Kiki Sibuea, Bunga Tika Ansari Sri Mintarti Sri Mintarti Suyatno, Primadhani Dyah Larasati Trisnawati, Andi Fitah Ayu Turmudhi, Anis Wahono, Didik Wardhana, Syamsu Yoremia Lestari Ginting Zati Fadilla