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This Author published in this journals
All Journal INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE) International Journal of Social and Education (INJOSEDU)
Aini Ashary
Halu Oleo University, Kendari, Indonesia
Economics, Econometrics & Finance

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MOBILE COFFEE SME VISUAL IDENTITY REDESIGN TO INCREASE BRAND AWARENESS Muh. Husriadi; La Ode Ramalan; Aini Ashary
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 7 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

Mobile coffee SMEs in Kendari face the challenge of inconsistent visual identities, hindering brand awareness amidst intense competition in the coffee market. This study aims to explore the visual identity redesign process, implementation constraints, and its impact on consumer perceptions. A qualitative case study approach was used, with in-depth interviews, participant observation, and thematic analysis of Kendari SMEs. The results show that the redesign improved visual element consistency, overcame funding limitations through local collaboration, and optimized social media platforms, accelerating brand awareness by up to 40% via digital engagement. The findings contribute to the branding model for micro-SMEs and have practical implications for empowering local economies through inclusive technology
UNDERSTANDING DIGITAL MARKETING AND PUBLIC RELATIONS STRATEGIES IN BUILDING CONSUMER LOYALTY IN COFFEE SHOPS IN KENDARI CITY Muh. Husriadi; Maulidia Berlianti; Aini Ashary
INJOSEDU: International Journal of Social and Education Vol. 3 No. 4 (2026): International Journal of Social and Education (INJOSEDU)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21129436

Abstract

The development of digital marketing and public relations have changed the way coffee Coffee shops build relationships with consumers, especially amidst increasingly fierce business competition in Kendari City. However, few studies have explored how consumers understand and interpret these two strategies in depth to foster loyalty. This study aims to analyze the experiences and interpretations of coffee shop managers and consumers. shops in Kendari City regarding digital marketing and public strategies relationships in building customer loyalty. This study used a qualitative approach with a phenomenological design. Data were collected through observation, in-depth interviews, and documentation with managers and active coffee consumers. A shop in Kendari City was then analyzed using the Miles and Huberman model. The results showed that consumer loyalty is formed through the intensity of social media use, the quality of visual content, honesty of communication, speed of response, comfortable atmosphere, friendly service, and consistency of experience between digital promotions and real-life conditions. These findings confirm that loyalty is determined not only by product quality but also by trust, emotional experiences, and ongoing relationships between businesses and customers. The implications of this research provide a practical basis for coffee shop to develop a more authentic, responsive, and consumer experience-oriented communication strategy.
Co-Authors La Ode Ramalan Maulidia Berlianti Muh. Husriadi