Vol. 5, No.10, Oktober 2024
E-ISSN:2723 – 6692
P-ISSN:2723– 6595
http://jiss.publikasiindonesia.id/
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2603
Public Relations Marketing Strategy in Building Brand
Awareness Using Product Bundling
Marcellinus Dedo Advent Dewata, Lina Sinatra Wijaya
Universitas Kristen Satya Wacana, Jawa Tengah, Indonesia
Email: 602020002@student.uksw.edu, lina.sinatra@uksw.edu
Correspondence: lina.sinatra@uksw.edu*
KEYWORDS
ABSTRACT
Brand Awareness; Product
Merger; Public Relations
Marketing
Digital media as a marketing platform today results in increased
business competition to capture market share. This research aims to
analyze whether using PR marketing strategies, specifically bundled
products, can increase brand awareness. The study is descriptive
qualitative research, utilizing primary data collected through
observation and interviews. The sample consists of 20 respondents,
including staff, Anak Panah Kopi employees, and public members in
Salatiga. The results concluded that the public relations marketing
activities by Anak Panah Kopi to increase brand awareness can be
seen in the push and pull strategies. Push strategy uses an
interpersonal approach to customers by prioritizing good service.
While implementing the pull strategy, Anak Panah Kopi innovates
products, provides discounts and bundling promos, collaborates
with several influencers, and conducts marketing campaigns by
displaying exciting content on Instagram social media to market its
products.
Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)
Introduction
The increase in people's lifestyles can indirectly affect the development of business in
Indonesia; one of the businesses that is currently a trendsetter is the coffee shop. Coffee is one of the
drinks that Indonesia often consumes because it has a distinctive aroma and taste (Chayadi et al.,
2021). The trend of drinking coffee is growing in all ages, and it is not only favored by the elderly, but
now coffee has become a favorite drink for young people. Karimah et al. (2023) stated that the
increasing consumption of coffee in Indonesia has made business owners start competing to create
products with the best quality. This makes business owners want to make a breakthrough and
innovation to attract the public's attention by processing coffee into a drink that has a unique taste.
The increasing existence of coffee shops has increased coffee production and consumption in
Indonesia. Based on the Center for Agricultural Data and Information Systems of the Secretariat
General (2022), national coffee consumption in 2016 reached around 250 thousand tons and
increased by 10.54% to 276 thousand tons. Coffee consumption in Indonesia in 2016-2021 is
predicted to increase by an average of 8.22% per year. The coffee shop business in Indonesia has
reached 10,000 stores and is predicted to continue to grow until 2023, with total revenue from the
coffee business sector reaching 4.6 billion every year (Rusadi, 2019). Based on data from the United
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Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2604
States Department of Agriculture USDA (2018), Indonesia is the third largest coffee-producing
country in the world after Brazil and Vietnam, which produced 11.85 million bags of coffee in
2022/2023. This can be seen from the country's coffee production, which has increased in the last
five years, and global coffee production reached 170 million bags per 60 kg of coffee in the 2022/2023
period. According to the 2023 Statistics Indonesia report from the Central Statistics Agency (2023),
Indonesia's coffee production reached 749.8 thousand tons in 2022, an increase of 1.1% from the
previous year, with a total production of 786.2 thousand tons. The number of coffee production in
Indonesia per year from 2017 to 2022 can be seen in Table 1.
Table 1.
Amount of Coffee Domestic Consumption in Indonesia
Information
2017
2018
2020
2022
National Coffee Consumption (in thousand
tons)
716,1
756
762,4
794,8
Source: Central Statistics Agency
Arrow Kopi is a coffee shop founded in July 2018 by Rhezon Sanusi. In the last three years,
Arrow Coffee has expanded by opening three branches in the city of Semarang, two branches in Solo,
1 in Yogyakarta and Salatiga. The Arrow of Coffee Salatiga has a fairly spacious building suitable for
doing assignments, work, or gathering with friends. In addition, Arrow Coffee has a fairly modern,
trendy, and instagramable interior design, so this coffee shop is one of the favourite coffee shops in
Central Java (Adrian R, 2018). Arrow Coffee forms the image of its product as a popular coffee drink
at a low price. By differentiating, Coffee Arrow begins to build awareness in the minds of consumers,
which impacts the company's success. One of the things that business people can do to distinguish
their products from competitors' products is to increase brand awareness (Octavianti, 2012).
Marketing public relations on social media is crucial in building societal brand awareness,
especially among millennials. Companies must introduce themselves to gain recognition,
appreciation, and trust from the public and customers (Rahmana & Hidayat, 2024). The number of
digital media companies today results in increasing business competition to take market share, so it
will be increasingly difficult to get public attention. The existence of large resources and a competitive
environment can increase business competition, so marketing public relations plays an important
role. Marketing public relations helps brand equity by conducting publications, events, news,
speeches, sponsorships, community services and media identities to build brand awareness in
memory and create a brand image (Puspita, 2019). It differs from previous research that emphasizes
the role and strategy of public relations in increasing product awareness. This research will discuss
the marketing public relations strategy of Arrow Coffee Salatiga, using push and pull strategies to
encourage consumers to recognize products and subtly attract them to buy products. This research
will also use the product bundling program as a promotional tool to introduce products to reach the
target audience, expand advertising reach, and increase sales of Coffee Arrow products through
digital media to increase brand awareness. This study's marketing public relations strategy is
expected to produce good consumer feedback to build product awareness (brand awareness),
product knowledge (brand knowledge), and future markets regarding products sold by Coffee Arrow.
This study will interview several random consumers to take samples of people of various ages,
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Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2605
ranging from teenagers to adults and the elderly. This is done to see what brand image (image
building) is like that has been embedded in the minds of consumers.
Referring to the research background above, it is known that there are problems in
implementing marketing public relations strategies carried out by Anak Panah Kopi so far, and the
extent to which the bundling program can increase brand awareness is unknown. This research has
a novelty in making Anak Panah Kopi Salatiga the object of research to find out how effective the
public relations marketing strategy used by Anak Panah Kopi Salatiga is in building brand awareness
using the bundling product program. The marketing public relations programs are expected to focus
on the quality of products and packaging sold by Anak Panah Kopi Salatiga using a simple pricing
formula and trying to approach buyers by disseminating information through digital media and
product bundling as a promotional tool to attract consumers and potential consumers. Compared to
previous research that only focuses on Marketing Public Relations (MPR) strategies with Whalen's 7
Step Strategic Planning Process theory, which includes pull, push, and pass strategies in building
brand awareness (Chayadi et al., 2021). Riniyanti's research (2011) focuses on marketing public
relations activities using the marketing communication mix to build brand awareness among
consumers.
Materials and Methods
Research Approach
This descriptive qualitative research uses primary data to obtain an overview of the data and
seek information from reliable sources related to marketing public relations strategies using product
bundling programs used by Anak Panah Kopi Salatiga to increase brand awareness. According to
Denzin and Lincoln (2011), qualitative research is research with a natural background to explain the
phenomena that occur and is carried out using other research methods. Qualitative research methods
do not rely on evidence, numerical principles, mathematical logic, or statistical methods. Qualitative
research is a method carried out by connecting dynamic things that occur according to conditions in
the field (Fadli, 2021). This research will present data in the form of descriptions to describe the
actual situation by describing the object of research or research results (Sugiyono, 2019).
Sample Determination
The type of data used in this study is primary data obtained directly through informants whom
researchers have determined. Primary data sources are obtained directly from sources to researchers
(Sugiyono, 2018). The informants will be determined using the purposive sampling technique, which
will select parties considered competent and master the research object by the research problem.
Primary data in this study will be collected using the method (in-depth interview) or in-depth
interview technique (Tassakka, 2011).
Data Collection Technique
This research will collect data using observation and interview techniques to obtain valid
research data.
a. Observation
Observation is a data collection technique carried out through observations, which are then
systematically recorded based on the symptoms studied (Sudjana, 1989). Researchers use