Optimizing Branding Strategy for Coffee Logistics and Production in Sustainable Indonesian Agropolitan Areas

Abstract

Indonesia's agricultural sector, particularly non-food sub-sectors like horticulture, fisheries, livestock, and plantations, faces strong international competition, highlighting the need for efficiency and competitiveness. This study analyzes the factors influencing Kapiten Coffee purchasing decisions in the agropolitan area of Pasuruan Regency, focusing on product quality, promotion, and price, while also exploring strategies to develop a sustainable brand image. Using a combination of quantitative and qualitative descriptive methods, data were collected through surveys, field research, and observations. The results show that promotion is the most influential factor, as social media campaigns, banners, discounts, and collaborations increase consumer awareness and engagement. Additionally, AHP analysis highlights the need for a structured brand image strategy, including evaluating consumer perceptions, establishing a clear brand identity, enhancing consumer experience through product quality, optimizing digital marketing, and monitoring brand image effectiveness. These findings provide practical insights for improving competitiveness and sustaining consumer loyalty in the local coffee market.