DEVELOPING A BRAND IMAGE FOR ARJUNA ARABICA AS THE POTENTIAL PRODUCT OF BATU CITY
Batu City is one of the small cities in East Java which is now developing its potential as a Tourism City. The topography of the area in the city of Batu can also be said quite good so that the agricultural produce of high quality, one of them is apple. Batu City was better known as the City of Appl...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/33535 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Batu City is one of the small cities in East Java which is now developing its potential as a Tourism City. The topography of the area in the city of Batu can also be said quite good so that the agricultural produce of high quality, one of them is apple. Batu City was better known as the City of Apples because of the highest production of apple in East Java. With the many tourists who come make the economy in Batu City is increase. Nowadays coffee shops are become increasingly popular, as well as in Batu City. There are coffee plantations that producegood quality seeds, one of them is Arjuna Arabica. Where these coffee beans have apple taste accordance with the characteristics of Batu City, thus adding the impression of a unique locality. It can be a new potential product that can be used as a souvenir of Batu City. But not many know the Arjuna Arabica coffee varieties. Therefore this research intended to find out how to develop the Arjuna Arabica brand as a local coffee in Batu City. Related theories are used as tools in compiling interview questions to find out current conditions in the field in terms of producers and customers. Among them are brand image, brand awareness, customer analysis, and perceptions of coffee. Furthermore, the results of the interview can be used as a benchmark for the extent to which Arjuna Arabica is known and acceptable to the public. Then it will be continued with an analysis of what things can be done to improve the brand. The final conclusion of this research is the strategies that can be done to develop the Arjuna Arabica as a potential product of Batu City. The strategies consist of making a customer persona, promotion, collaboration, creating a website about Arjuna Arabica, and being active in social media. |
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