relation: https://eprints.untirta.ac.id/48350/
title: STRATEGI KONTEN KREATIF DALAM BRAND IDENTITY UNSURHARA KOPI DI KOTA SERANG
creator: Fajar Anggara, Thoriq
subject: Communication (General)
description: This research aims to explore the creative content strategy in building the brand identity of Unsurhara Coffee, a coffee shop located in Serang City, Banten. Using a qualitative approach and case study method, this research analyzes the application of Segmentation, Targeting, and Positioning (STP) theory in the marketing strategy of Unsurhara Kopi. Data were collected through in-depth interviews, direct observation, and documentation study of promotional activities on social media, such as Instagram and TikTok. The results showed that Unsurhara Kopi actively utilizes social media to spread creative content that includes coffee education, product manufacturing process, and interaction with customers. This strategy not only helps strengthen brand identity but also attracts new consumers and builds close relationships with loyal customers. Thus, this research is expected to make practical and theoretical contributions in the field of marketing communication, particularly regarding the implementation of creative content strategies in the food and beverage business.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/48350/1/Thoriq%20Fajar%20Anggara_6662170064_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/48350/2/Thoriq%20Fajar%20Anggara_6662170064_01.pdf
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identifier: https://eprints.untirta.ac.id/48350/3/Thoriq%20Fajar%20Anggara_6662170064_02.pdf
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identifier: https://eprints.untirta.ac.id/48350/4/Thoriq%20Fajar%20Anggara_6662170064_03.pdf
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identifier: https://eprints.untirta.ac.id/48350/5/Thoriq%20Fajar%20Anggara_6662170064_04.pdf
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identifier: https://eprints.untirta.ac.id/48350/6/Thoriq%20Fajar%20Anggara_6662170064_05.pdf
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identifier: https://eprints.untirta.ac.id/48350/7/Thoriq%20Fajar%20Anggara_6662170064_Reff.pdf
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language: en
identifier: https://eprints.untirta.ac.id/48350/8/Thoriq%20Fajar%20Anggara_6662170064_Lamp.pdf
identifier:   Fajar Anggara, Thoriq  (2025) STRATEGI KONTEN KREATIF DALAM BRAND IDENTITY UNSURHARA KOPI DI KOTA SERANG.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.