ISKIISKI

Jurnal Komunikasi Ikatan Sarjana Komunikasi IndonesiaJurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia

This study aims to analyze consumer perception of Kopi Kenangan as a green economy brand and its impact on loyalty as part of their sustainable business practices. With consumer awareness of sustainability increasing, this study examines how sustainability initiatives such as the use of eco-friendly materials, operational efficiency, and collaboration with local communities affect consumer perceptions. Using a qualitative approach, this study applies document analysis to company reports, media reports, and digital content used by Kopi Kenangan in communicating its sustainability commitments. The goal is to identify communication patterns and brand strategies that shape consumer perception of Kopi Kenangan as a green brand. The results of this research are expected to provide strategic input for startups and other F&B industry players in developing a sustainable and credible brand image in the eyes of consumers. The results of the study are expected to provide strategic insights for Kopi Kenangan to strengthen the brands green image through a consistent and credible communication strategy, as well as make a theoretical contribution to the literature related to the perception of green brands in Indonesia. This research is also expected to serve as a reference for other brands that want to integrate green economy principles in their business strategies.

The study found that the perception of the Kopi Kenangan brand as a green economy brand is formed through consistency between sustainability claims and actual practices.Consumers play a role in interpreting and legitimizing the green image, and trust is built through cohesive branding and customer experience.The perception of green brands is also emotional and moral, with consumers viewing purchases as participation in positive change, but maintaining authenticity and avoiding greenwashing is crucial for long-term success.

Further research could explore the long-term impact of Kopi Kenangans sustainability initiatives on consumer behavior and brand loyalty through longitudinal studies. Investigating the effectiveness of different communication channels in conveying sustainability messages to diverse consumer segments would also be valuable. Additionally, a comparative analysis of Kopi Kenangans sustainability practices with those of other F&B brands in Indonesia could reveal best practices and areas for improvement, ultimately contributing to a more sustainable and responsible industry landscape. These studies should employ mixed-methods approaches, combining quantitative data on consumer purchasing habits with qualitative insights from interviews and focus groups to provide a comprehensive understanding of the complex relationship between brand sustainability and consumer engagement.

  1. Dimensions of Brand Personality - Jennifer L. Aaker, 1997. dimensions brand personality jennifer aaker... doi.org/10.1177/002224379703400304Dimensions of Brand Personality Jennifer L Aaker 1997 dimensions brand personality jennifer aaker doi 10 1177 002224379703400304
  2. Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green... journals.plos.org/plosone/article?id=10.1371/journal.pone.0277421Greenwash and green brand equity The mediating role of green brand image green satisfaction and green journals plos plosone article id 10 1371 journal pone 0277421
  3. Towards the Sustainable Corporation: Win-Win-Win Business Strategies for Sustainable Development - John... doi.org/10.2307/41165746Towards the Sustainable Corporation Win Win Win Business Strategies for Sustainable Development John doi 10 2307 41165746
  4. Pengaruh Brand Reputation dan Brand Experience terhadap Trust in a Brand serta Pengaruhnya pada Loyalitas... warta-iski.or.id/index.php/WartaISKI/article/view/81Pengaruh Brand Reputation dan Brand Experience terhadap Trust in a Brand serta Pengaruhnya pada Loyalitas warta iski index php WartaISKI article view 81
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