Strategi Pemasaran dan Branding Kopi Sore pada UMKM Kopi di Kecamatan Prambon Kabupaten Nganjuk
DOI:
https://doi.org/10.30737/jintan.v6i2.7688Keywords:
Kopi Sore.Abstract
untuk meningkatkan daya saing kopi lokal di pasar domestik maupun internasional. Berdasarkan latar belakang tersebut, rumusan masalah dalam penelitian ini adalah bagaimana strategi branding kopi lokal berbasis kearifan lokal dapat dirancang untuk meningkatkan daya saing produk daerah. Tujuan penelitian ini adalah merumuskan strategi branding yang mengintegrasikan nilai-nilai kearifan lokal secara holistik, mulai dari tahap produksi hingga pemasaran. Adapun manfaat penelitian ini secara teoritis adalah memperkaya konsep branding berbasis budaya lokal dalam ilmu manajemen pemasaran, sedangkan secara praktis memberikan rekomendasi strategis bagi pelaku UMKM kopi daerah dalam membangun identitas merek yang kuat dan berkelanjutan.
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Copyright (c) 2026 Isa, Hafidh, Akbar, Ilham Akbar Zain
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