INTEGRATED MARKETING COMMUNICATION FOR SOCIAL ENTERPRISE (CASE STUDY: PT. KOPI WARGA NUSANTARA)

• Main Author: Hasna Rahayu, Hanifah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68308
• Institution: Institut Teknologi Bandung

Social enterprises are businesses with social objectives. However, they will not be able to conduct their role if they are not financially stable. They are not only concerned with social issues but also need to have revenue and profits. Kopi Warga is a social enterprise in the coffee industry that is not yet able to communicate its brand value effectively. This research is intended to find the best communication strategy that could help Kopi Warga gain more customers' attention and loyalty. This research is using a qualitative methodology which uses secondary and primary data collection from questionnaire application, benchmark analysis to similar business, and desk research. The tool that could help Kopi Warga communicate its brand is through Integrated Marketing Communication (IMC) framework that helps to translate its brand into understandable, relevant, and attractive messages which will lead to purchase intention. The successful implementation of the IMC strategy for sustainable business can affect the economic value by increasing sales volume. With effective communication can also generate trust, ongoing engagement, and improve brand image. Based on the results of a survey of consumers from Kopi Warga using the IMC strategy, it shows a good impact on customer perceptions of the brand and can increase their purchase intention. Most of the respondents agree that raising social issues as one of the marketing strategies can affect their purchasing power. By implementing this strategy in Kopi Warga, it can help the company's sustainability.