Strategi Komunikasi Pemasaran Kopi Kenangan (Studi Konten YouTube tentang Perkembangan Bisnis Kopi Kenangan)
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Sep 10, 2025
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This research aims to analyze Kopi Kenangan's marketing communication strategies through YouTube content, as well as to identify obstacles in consistently achieving the Top of Mind position in Indonesia's coffee shop market until 2025, considering fluctuations in its Top Brand Award index. This study employs a qualitative approach with a case study on Kopi Kenangan. Data were collected through triangulation: (1) an in-depth content analysis of three "Endgame" podcast series featuring Edward Tirtanata on YouTube (September 2020), (2) in-depth interviews with nine informants (three store managers, three store employees from ARION, MOI, and SPBU outlets, and three customers), and (3) documentation study on Kopi Kenangan's business development. Data analysis was conducted using the frameworks of Marketing Communication Theory and Push-Pull-Pass Marketing Communication Strategy Theory. The research findings identify Kopi Kenangan's marketing communication pattern as an integrated hybrid model. This model effectively combines digital push strategies through application notifications and social media promotions (implicitly including YouTube), with pull strategies focused on brand storytelling, in-store experiential marketing, and product education. Additionally, there is strong personal communication (pass strategy) from store staff, as well as extensive collaboration with delivery platforms to expand reach. Edward Tirtanata's disruptive vision also serves as the foundation for the strategically conveyed brand narrative. Although this pattern is effective in building awareness and driving purchases, consistent Top of Mind status is still hindered by internal inconsistencies in message delivery by employees, challenges in micro-level communication adaptation based on location, and the need to strengthen a unique and consistent brand narrative through storytelling content on YouTube to create cognitive dominance in consumers' minds.
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Indah, M., Saputra, D. P., & Ayuna, N. E. (2025). Strategi Komunikasi Pemasaran Kopi Kenangan (Studi Konten YouTube tentang Perkembangan Bisnis Kopi Kenangan). Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 6(3), 1608-1624. https://doi.org/10.63447/jimik.v6i3.1570
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Zoraida Vasquez Arevalo, E. (2021). The effectiveness of marketing communication instruments in the context of higher education recruitment (Master’s thesis, University of Twente).
Adlan, H., & Indahingwati, A. (2020). Analisis model AISAS terhadap keputusan pembelian dalam penggunaan SEO (kajian empiris konsumen di Surabaya). Jurnal Ilmu dan Riset Manajemen, 9(1), 1–15.
Angelina, G. (2021). Strategi ritel Starbucks – Global business marketing. https://bbs.binus.ac.id/gbm/2021/01/21/strategi-ritel-starbucks/
Aryani, D., & Fatmawati, F. (2021). Strategi marketing public relations butik Zaskia Sungkar dalam memasarkan busana muslim. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 3(2). https://doi.org/10.47467/alkharaj.v3i2.334
Bernadin, A., & Pinem, D. (2019). Implementasi strategi pemasaran terpadu pada UKM-UKM di Ciracas Jakarta Timur. SABDAMAS, 1(1).
Bruun, J., & Pedersen, M. (2020). How does brand communication affect consumer behavior: The influence of message strategy on word-of-mouth (Master’s thesis, Copenhagen Business School).
Bun, A. K., & Pradina, Y. D. (2022). Analisis strategi komunikasi pemasaran digital pada perusahaan pembiayaan otomotif: Studi kasus PT Mandiri Utama Finance. Jurnal Ilmu dan Riset Manajemen, 9(4), 1483–1490.
Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. Humanika, 21(1). https://doi.org/10.21831/hum.v21i1.38075
Febriana, B., & Setyanto, Y. (2019). Strategi komunikasi pemasaran Coffee Broker dalam meningkatkan jumlah pelanggan. Prologia, 3(1). https://doi.org/10.24912/pr.v3i1.6138
Frehse, E. (2020). Towards strategic integration in marketing communications in a decentralised organisational structure (Master’s thesis, University of Twente).
Hereyah, Y., & Sari, M. (2020). Pengaruh sales promotion cashback point di Tokopedia terhadap perilaku impulse buying konsumen milenial. In Digitalisasi dan Humanisme dalam Ekonomi Kreatif.
Hutany, S. N., Agatha, A., & Cahyadi, D. E. (2022). Strategi marketing Kopi Kenangan – BINUS Creativepreneurship. https://binus.ac.id/bandung/creativepreneurship/2022/04/10/strategi-marketing-kopi-kenangan/
Kangean, S., & Rusdi, F. (2020). Analisis strategi komunikasi pemasaran dalam persaingan e-commerce di Indonesia. Prologia, 4(2). https://doi.org/10.24912/pr.v4i2.6504
Kurniawati, L. (2021). Strategi digital marketing dan komunikasi bisnis untuk enterpreneur pemula di Indonesia. Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton, 7(3). https://doi.org/10.35326/pencerah.v7i3.1291
Mabula, R. M. (2019). An internal integrated marketing communication approach for city branding science: Corporate and marketing communication in the city (Master’s thesis, University of Dar es Salaam).
Mahendra, T. S., & Purnawijaya, J. (2019). Strategi humas Pemerintah Kota Surakarta dalam mempublikasikan Sipa Mahaswara. Communicare: Journal of Communication Studies, 5(1), 33. https://doi.org/10.37535/101005120183
Misnan, M., & Barizki, R. N. N. (2021). Strategi komunikasi bisnis Hipmikindo dalam mensinergikan sumber daya akademisi dan pelaku UMKM. Wacana: Jurnal Ilmiah Ilmu Komunikasi, 20(2), 226–241. https://doi.org/10.32509/wacana.v20i2.1722
Pasaribu, R. (2020). Optimalisasi media online sebagai solusi promosi pemasaran UMKM di Semarang pada masa pandemi Covid-19. Jurnal Komunikasi dan Media, 1(1). https://doi.org/10.24167/jkm.v1i1.2848
Perbawasari, S., Sjuchro, D. W., Setianti, Y., Nugraha, A. R., & Hafiar, H. (2019). Government marketing public relations strategy in preparing halal tourism in Priangan region. MIMBAR: Jurnal Sosial dan Pembangunan, 35(1). https://doi.org/10.29313/mimbar.v35i1.4134
Pradana, W. W., Azainil, & Arsyad, A. W. (2019). Strategi komunikasi pemasaran Geprek Express melalui media sosial Instagram dalam meningkatkan penjualan. E-Journal Ilmu Komunikasi, 7(3), 71–85. https://ejournal.ilkom.fisip-unmul.ac.id/site/?p=3890
Purwantoro. (2019). HIRARKI jurnal ilmiah manajemen dan bisnis. Jurnal Ilmiah Manajemen dan Bisnis, 1(2), 12–17.
Putra, B. P. Y., Wulandari, S., & Sagita, B. H. (2019). Perancangan program komunikasi pemasaran tas pada UKM Levaya menggunakan metode benchmarking. Jurnal Integrasi Sistem Industri, 6(2).
Putri, A. V., & E. (2020). Marketing and advertising strategy in achieving the top of mind (Samsung brand case study). Profetik: Jurnal Komunikasi, 13(2), 290. https://doi.org/10.14421/pjk.v13i2.1935
Raco, J. (2018). Metode penelitian kualitatif: Jenis, karakteristik dan keunggulannya. https://doi.org/10.31219/osf.io/mfzuj
Ryzan, K. D., Priyowidodo, G., & Tjahjo, J. D. W. (2020). Pengaruh electronic word of mouth terhadap brand awareness kedai Kopi Kenangan pada warga kota Surabaya. Jurnal E-Komunikasi, 8(2), 1–12.
Scelly, A., Chayadi, R., & Loisa, S. (2021). Strategi marketing public relations Kopi Kenangan dalam membangun brand awareness. Prologia, 5(1), 175–183.
Scriven, T. (2000). Integrated marketing communication at Unisa: An evaluation of its publicity (Unpublished master’s thesis). University of South Africa.
Setyawan, M. A. (2021). Strategi Kopi Kenangan dalam membangun loyalitas pelanggan (Undergraduate thesis, UIN Syarif Hidayatullah Jakarta). https://repository.uinjkt.ac.id/dspace/handle/123456789/56471
Sidik, A. (2018). Analisis iklan produk shampoo Pantene menggunakan teori semiotika Pierce. Technologia: Jurnal Ilmiah, 9(4). https://doi.org/10.31602/tji.v9i4.1533
Sujatmika, S., Lestari, E. S., & H. A. (2022). Systematic literature review pada kreativitas bidang pembelajaran sains: Domain, trend penelitian, dan analisisnya. Edusains, 5(3), 34–49.
Spinoglio, M. A. (2020). Marketing communication strategy: A case study of IKEA (Master’s thesis, KTH Royal Institute of Technology). https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1461798&dswid=-7187
Subandi, Z. E., & Sadono, T. P. (2018). Komodifikasi, spasialisasi, dan strukturasi dalam media baru di Indonesia (Ekonomi politik komunikasi Vincent Mosco pada Line Webtoon). In National Conference of Creative Industry (pp. 5–6). https://doi.org/10.30813/ncci.v0i0.1297
Sukma, A. H., & Pranawukir, I. (2020). Perencanaan dan strategi komunikasi jaringan franchise Warung Tegal Kharisma Bahari. Wacana: Jurnal Ilmiah Ilmu Komunikasi, 19(2).
Syariza Isahak. (2020). The influence of social media in marketing communication strategies towards reputation building of Open University Malaysia (OUM) (Master’s thesis, Open University Malaysia).
Tri Andy, L., & Ruliana, P. (2022). Pemasaran online dalam meningkatkan daya tahan dan volume penjualan di era pandemi Covid-19. Ganaya: Jurnal Ilmu Sosial dan Humaniora, 5(1), 33–44. https://doi.org/10.37329/ganaya.v5i1.1638
Wahyu Rahman Hadi, & Berlian Primadani Satria Putri. (2022). Analisis strategi komunikasi pemasaran digital Omme Event melalui media sosial Instagram dalam membangun awareness masyarakat di era pandemi. E-Proceeding of Management, 9(4), 2407.
Wahyuwibowo, I. S. (2019). Analisis komunikasi pariwisata (Studi kasus: Desa Ekowisata Nyambu, Tabanan-Bali). Comnews, 1994.
Wibowo, P. S. (2021). Strategi komunikasi pemasaran Sharp Indonesia di era pandemi Covid-19 dan kenormalan baru. Jurnal Komunikasi Profesional, 5(1). https://doi.org/10.25139/jkp.v5i1.3003
Widiawati, K. (2019). Strategi komunikasi pemasaran hotel bintang empat meraih pelanggan. Jurnal Administrasi Kantor, 7(1).
Yusanto, Y. (2020). Ragam pendekatan penelitian kualitatif. Journal of Scientific Communication (JSC), 1(1), 1–13. https://doi.org/10.31506/jsc.v1i1.7764
Zaman, R. K., & Misnan, M. (2021). Infrastruktur politik menuju Pilpres 2024 dalam konstruksi media sosial. Petanda: Jurnal Ilmu Komunikasi dan Humaniora, 4(1), 41–53. https://doi.org/10.32509/petanda.v4i1.1558
Zoraida Vasquez Arevalo, E. (2021). The effectiveness of marketing communication instruments in the context of higher education recruitment (Master’s thesis, University of Twente).