Social skills and building product confidence of Indonesian local and branded coffee: Entrepreneurial internationalization through digital marketplace

Objective - The existing literature contains no studies examining the issue of coffee culture and cultural heritage in the context of coffee brands’ websites evaluations. There are some well-known local coffee manufacturer brands in Indonesia and Malaysia respectively, and some of them are actually created by immigrated Chinese businessmen many decades ago. This study aims to delineate an understanding on digital representation of coffee culture and cultural heritage of Chinese Indonesian and Malaysian coffee brands through discourse methods associated with the analysis of intertextuality, and/or content which refers to content in other presentation forms and texts. Methodology/Technique - These coffee brands’ websites reinforce local identities, through the creation and diffusion of a discourse of identification. Computer-mediated discourse analysis (CMDA) was carried out by focusing on one coffee brand in Malaysia and Indonesia respectively whose owners are Chinese diasporas. This study follows the basic methodological orientation of CMDA which is language-focused content analysis. Findings – The results indicate that the Malaysian coffee brand accommodates Malaysia Chinese culture and heritage while the Chinese Indonesian coffee brand does not illustrate its own ethnic roots in all digital branding and marketing activities. Both brands in this study prioritise the coffee process technology on their websites. Novelty - The existing literatures primarily discusses food culture from sociohistorical perspective. Coffee cultures have been increasingly transnational in both Indonesia and Malaysia. Some earlier studies talked about the dynamics of coffee production in these regions, however, this study specifically examines the discourse of coffee culture represented by the most representative coffee brands in these two countries where little attention is given to their websites and relevant content patterns. Type of Paper: Empirical. JEL Classification: L2, L23 Keywords: Corporate Websites, Coffee Brands, Cultural Heritage, Indonesia, Malaysia. Reference to this paper should be made as follows: Changsong, W; Rahman, T; Sadat, A.A; Amalia, A; Sudiwijaya, E. (2021). Digital Representation of the Coffee Culture and Cultural Heritage by Chinese Indonesian and Malaysian Coffee Brands, Journal of Management and Marketing Review, 6(2), 137 – 145. https://doi.org/10.35609/jmmr.2021.6.2(5)

Jakarta, the capital city, is home to local coffee brands in Indonesia. As foreign coffee brands emerge in many locations, the branding strategy for local brands requires improvement. This research aims to analyze the branding strategy of local coffee brands regarding their strategy in overcoming the existence of foreign brands in Jakarta. This research used a qualitative approach with a case study method. The research data used open coding, axial coding, and selective coding, and also a reduction process, display, and data verification. The results of the research indicate that a branding strategy is used by a local coffee brand to complement and maintain the existence against foreign coffee brands by creating an impressive value that creates ‘word of mouth’ around the community, using digital media to reach wider consumers, and creating a good brand image to attract consumers.

Since the 20th century, China's national economy has continued to improve, the people's quality of life has taken a leap forward, coffee has become a popular consumption, and the coffee market has shown unprecedented potential. In the face of such a large and dynamic market, many local coffee brands have emerged in an attempt to seize the market share. However, Luckin Coffee, with its unique business management model and innovative marketing strategies, has successfully stood out in the fiercely competitive local coffee market and gradually established its leadership position. This paper adopts a case study approach to analyse in depth the business strategies and marketing strategies of Luckin Coffee in recent years. By comparatively examining the differences between Luckin and other brands, we are able to summarise the key factors of its success. These factors include, but are not limited to: efficient management system, innovative business model, strong marketing promotion, and keen insight into market trends. In addition, this paper discusses the challenges faced by Luckin Coffee, such as how to cope with increasing market competition, how to maintain customer loyalty, and how to adapt to changing consumer demands. In response to these challenges, this paper proposes some specific solutions, aiming to help Luckin Coffee further improve its business strategies and promote its long-term development.

Spicy chips are the flagship product of the MSMEs Keripik Pedas Ibu Iyar, marketed both offline and online with the support of digital marketing strategies. The implementation of digital marketing has proven effective in increasing sales; therefore, this project aims to analyze the application of the strategy, including the challenges and solutions encountered. The MSMEs utilizes Instagram Business and Shopee as platforms for promotion, sales, and customer communication. The results show a significant increase in revenue and market reach to various regions. Active use of social media also helps strengthen brand awareness and attract new customers. However, several challenges remain, such as unstable internet connections, limited human resources, lack of social media management skills, and intense competition among MSMEs in the digital marketplace. The proposed solutions include basic digital marketing training, capacity building for human resources, and optimizing creative and consistent promotional strategies to maintain business competitiveness.

Indonesia’s coffee industry has rapidly expanded, yet local coffee brands face challenges in differentiating themselves and building strong brand awareness among digitally savvy millennials. This study examines the effectiveness of content marketing strategies in enhancing brand awareness of local coffee products among Indonesian millennials. Using a quantitative explanatory approach, data were collected from 350 respondents who are active social media users and consumers of local coffee. The analysis was conducted with SPSS 26, applying validity, reliability, and multiple regression tests to evaluate four core dimensions of content marketing: content quality, relevance, posting consistency, and digital interactivity. The findings reveal that all four dimensions significantly and positively influence brand awareness, with content quality emerging as the most dominant factor. High-quality content establishes credibility and trust, while relevant and interactive content fosters emotional engagement and consumer participation. Posting consistency contributes to sustained visibility and recognition, reinforcing long-term brand retention in digital spaces. Theoretically, the study expands the understanding of digital brand communication by emphasizing the interaction between emotional and informational dimensions of marketing content. Practically, it suggests that local coffee brands should prioritize integrated content marketing strategies combining authenticity, creativity, and data-driven planning. Furthermore, consistent storytelling reflecting Indonesia’s cultural identity can transform local coffee branding from a promotional activity into a cultural narrative that enhances national pride and competitiveness. Overall, this study concludes that content marketing is not only a promotional mechanism but also a strategic framework for building enduring brand awareness and loyalty in Indonesia’s digital economy.

Due to marketing activities, brand equity is the important marketing thought for academic and entrepreneur practices. Creating an appropriate brand equity management has been indicated significant topic for small and medium enterprises. Along with local brand coffee bar in Thailand, with the growing competitive, the customer of local brand coffee bar behaves like a high switching brand and a low brand loyalty. This quantitative study examines significance of marketing activities and brand equity dimension, such as brand awareness, brand association, brand perceived quality and brand loyalty, to enhance purchase intention in local brand coffee bar in Thailand. The customers of local brand coffee bar are attended to collect data in Chiang Mai, which is the one largest city in Thailand. For supporting the research, hypothesis was employed by the structural equation modelling. The results argue that marketing activities and brand awareness have a high strong combined enhance on purchase intention. Keywords: Brand equity, service marketing mixed, purchace intention, local brand, coffee bar.

This study aims to analyze consumer attitudes, subjective norms, and purchasing behavior toward two leading local ground coffee brands, Cang Eng and Cap Jempol, in Rejang Lebong Regency. The research employed an accidental sampling method with 100 respondents who had purchased both products at least twice, while data were analyzed using the Multi-Attribute Fishbein Model. The results indicate that consumer attitudes toward Cang Eng coffee are categorized as very positive, with taste being the dominant attribute, while Cap Jempol coffee is categorized as positive, with location as the main determinant. Subjective norms for both brands show that external factors—especially family—encourage purchasing decisions. Consumer behavior for both products is positive, although Cang Eng coffee scored higher than Cap Jempol. The novelty of this research lies in a comprehensive comparison of two long-standing local ground coffee brands competing in traditional markets of Rejang Lebong by applying the Multi-Attribute Fishbein Model. This study not only maps product attributes as differentiating factors of consumer loyalty but also reveals the dominant role of family influence in shaping subjective norms. The findings contribute new insights into understanding consumer behavior dynamics in local coffee markets of Bengkulu, one of Indonesia’s largest robusta-producing regions, highlighting taste as Cang Eng’s key advantage and distribution reach as Cap Jempol’s main strength.

This study aims to analyze consumer attitudes, subjective norms, and purchasing behavior toward two leading local ground coffee brands, Cang Eng and Cap Jempol, in Rejang Lebong Regency. The research employed an accidental sampling method with 100 respondents who had purchased both products at least twice, while data were analyzed using the Multi-Attribute Fishbein Model. The results indicate that consumer attitudes toward Cang Eng coffee are categorized as very positive, with taste being the dominant attribute, while Cap Jempol coffee is categorized as positive, with location as the main determinant. Subjective norms for both brands show that external factors—especially family—encourage purchasing decisions. Consumer behavior for both products is positive, although Cang Eng coffee scored higher than Cap Jempol. The novelty of this research lies in a comprehensive comparison of two long-standing local ground coffee brands competing in traditional markets of Rejang Lebong by applying the Multi-Attribute Fishbein Model. This study not only maps product attributes as differentiating factors of consumer loyalty but also reveals the dominant role of family influence in shaping subjective norms. The findings contribute new insights into understanding consumer behavior dynamics in local coffee markets of Bengkulu, one of Indonesia’s largest robusta-producing regions, highlighting taste as Cang Eng’s key advantage and distribution reach as Cap Jempol’s main strength.

This study investigates the influence of brand equity, perceived quality, and emotional bonding on repurchase intention for local coffee products in Ambon, Indonesia. Using a quantitative research approach, data were collected from 155 respondents who had previously purchased local coffee products. The research instrument employed a five-point Likert scale, and data analysis was conducted using SPSS version 25, including validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that brand equity, perceived quality, and emotional bonding all have positive and significant effects on repurchase intention, with emotional bonding being the most dominant factor. This suggests that consumers’ emotional connection to local coffee brands strongly influences their loyalty and repeat purchasing behavior. The findings highlight the importance of integrating brand identity, product consistency, and emotional engagement in marketing strategies to strengthen customer relationships and sustain the local coffee market in Ambon. The study contributes to both theoretical understanding and practical marketing applications by demonstrating how emotional and cognitive factors jointly shape consumer loyalty in local product contexts.

The Indonesian government's campaign that invites to love local coffee products also strengthens the habit of drinking coffee as a contemporary lifestyle. This has resulted in encouraging the emergence of local coffee shop product brands in Jakarta that compete with non-local brand coffee shops which have a lot of demand first. This competition eventually triggers the creativity of producers in creating a brand identity as part of the power of product marketing. This research uses a qualitative method with a netnographic approach and a case study. The research uses a netnographic method related to the existence of local coffee shops on digital artifacts that are accessed online. Using the theory of visual branding and brand identity, this study aims to find trends and big ideas for local coffee shop branding visual design ideas from 2015-2018 in Jakarta as part of the image of Indonesian local brand identity. The results of this study conclude that overall the visual elements used to describe marketing strategies with big ideas are keywords that are different from each other by describing their respective advantages. The dominant color used by the eight samples of visual branding also supports the big idea of ​​professional, classic, modern, locality, ethnic, cultural, and romantic keywords that build these emotions in consumers. This has finally become a trend for the development of visual branding for local coffee shops in Jakarta.

The Indonesian government's campaign that invites to love local coffee products also strengthens the habit of drinking coffee as a contemporary lifestyle. This has resulted in encouraging the emergence of local coffee shop product brands in Jakarta that compete with non-local brand coffee shops which have a lot of demand first. This competition eventually triggers the creativity of producers in creating a brand identity as part of the power of product marketing. This research uses a qualitative method with a netnographic approach and a case study. The research uses a netnographic method related to the existence of local coffee shops on digital artifacts that are accessed online. Using the theory of visual branding and brand identity, this study aims to find trends and big ideas for local coffee shop branding visual design ideas from 2015-2018 in Jakarta as part of the image of Indonesian local brand identity. The results of this study conclude that overall the visual elements used to describe marketing strategies with big ideas are keywords that are different from each other by describing their respective advantages. The dominant color used by the eight samples of visual branding also supports the big idea of ​​professional, classic, modern, locality, ethnic, cultural, and romantic keywords that build these emotions in consumers. This has finally become a trend for the development of visual branding for local coffee shops in Jakarta.

ABSTRACTIn fact, it shows that finding local brand coffee drinks is more difficult than non-local brands. This is related to the position of the product brand in the market. If the position is very strong, the products will still exist and be easily found everywhere. This Community Service activity aims to disseminate the importance of the brand and strategies / efforts to strengthen the local coffee product brand Ciremai in Cibeureum Village, Cilimus District, Kuningan Regency. The implementation methods are socialization, discussion and pre-test post-test. The result was that there was an increase in the knowledge and understanding of local brand coffee business actors on the importance of brands and brand strengthening strategies so that they could become a strategic basis for the implementation of brand strengthening that has been carried out so far. The partners play a role as the target for the implementation of service activities so that cooperation is needed between the Gunung Jati University Community Service Institute and partners.

In recent years, with the rapid expansion of the Chinese consumer market and the continuous improvement of consumption levels, coffee culture has gradually emerged in major cities. As a representative of Chinese local coffee brands, Luckin Coffee has quickly occupied a place in the market with its subversive and innovative new business model of Internet plus Coffee and rapidly expanding store network. Since its establishment in 2017, Luckin Coffee has attracted a large number of consumers and successfully challenged the positioning of traditional coffee brands through flexible and versatile marketing methods and efficient operational management. This article takes Luckin Coffee as an example and adopts the research method of literature collection and analysis. Based on the marketing mix theory, brand positioning theory, and sinking market theory, it explores its new marketing model in the sinking market and analyzes Luckin Coffees strategic behavior in the emerging market. Research has found that Luckin Coffee expands and innovates its product line, and develops localized products through product strategies. Pricing strategy and its flexibility have certain advantages. In terms of channel strategy, flexible direct sales and joint venture strategies have been adopted through channel sinking and optimizing store layout. In terms of promotion strategy, innovative practices such as brand communication strategy, brand image building, and advertising placement measures have helped Luckin Coffee stand out in the fiercely competitive market and provide a solid brand foundation for its sustainable development. As a result, Luckin Coffee is expected to achieve greater success in the lower-tier market. This study provides valuable references for its strategic optimization and for other enterprises that want to carry out lower tier market marketing.

This study explores the persuasive linguistic techniques used in 50 Instagram advertisements by Anomali Coffee, a prominent Indonesian specialty coffee brand. The research aims to identify and analyze the linguistic strategies embedded in captions, hashtags, slogans, and textual elements in promotional visuals using Lamb’s (2011) 21 category persuasive language framework. A descriptive qualitative approach was adopted for this purpose. The analysis reveals 46 instances of persuasive techniques, with the most common being inclusive language, imagery, hyperbole, connotation, and colloquial expressions. These findings suggest that Anomali Coffee strategically employs emotional engagement, community oriented language, and sensory appeals to strengthen brand identity and resonance. Additionally, credibility enhancing strategies such as expert opinion and evidence are also evident. The study contributes to the application of Lamb’s taxonomy in Indonesian digital marketing, particularly in the specialty coffee industry, showing how linguistic persuasion can amplify consumer interaction on social media platforms. However, the study’s focus on a single brand and textual features limits its generalizability. Future research should consider cross brand comparisons, multimodal analyses, and consumer response studies to further explore the effectiveness of persuasive techniques. Overall, the findings offer valuable insights into the role of persuasive language in shaping digital marketing strategies for local coffee brands in Indonesia.

Visual Study of Local Coffee Brand Packaging and Its Effect on Consumerism (Case Study: Coffee Brands in Jakarta)