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Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Published by Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia
ISSN : 30891795     EISSN : 30889693     DOI : 10.62383
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi is an academic journal published by Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia. This Journal a scientific publication that aims to disseminate Research and Studies Communication Sciences, Media, Digitalization, and Information Technology. Each submitted paper will be reviewed by reviewers. The review process uses a double-blind review, that is, the reviewer does not know the identity of the author, and the writer does not know the identity of the reviewer. This journal is published 1 year 4 times (Februari, Mei, Agustus, dan November)
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 101 Documents
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Implementasi Social Media Marketing Excelso Coffee Dalam Membangun Brand Awareness: Studi pada PT. Excelso Multirasa Mohammad Rafli; Velda Murdiana
Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi Vol. 2 No. 3 (2026): Agustus: Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/dialogika.v2i3.1207

Abstract

The growth of social media and coffee culture in Indonesia has prompted businesses like Excelso Coffee to leverage social media marketing. Intense competition necessitates creative strategies to build brand awareness. This study aims to analyze Excelso Coffee's implementation of social media marketing strategies to build brand awareness in Indonesia. A descriptive qualitative approach was employed, utilizing observation and in-depth interviews with the marketing team at PT. Excelso Multirasa. The findings indicate that Excelso incorporates various social media marketing elements such as social communities, digital entertainment, and educational content organized through weekly and monthly content plans. Excelso also consistently maintains its visual identity, utilizing a signature turquoise color tone and the tagline "Great Coffee, Great Moments" to reinforce brand associations. Audience engagement levels are high, characterized by meaningful two-way interactions via polls, Q&A sessions, and giveaways, alongside the presence of a loyal community known as "coffee loyalists." Although Excelso faces challenges regarding follower counts compared to its competitors, its consistent, adaptive, and structured strategy implementation positions it with strong potential to further strengthen brand awareness in the digital space.

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