Figure 7. Website. (Source: Personal).
Figure 8. Event at the Armenti Coffee House. (Source: Personal).
“Doodle Your Cup.” The winner of the competition will be announced on Coffee Day and receive
merchandise from Armenti as a prize.
4 CONCLUSION
Based on the results of observations, interviews, and data processing, the authors can conclude that
the Armenti Coffee House is still not optimal in carrying out a series of branding and promotional
activities. This can be seen from the non-maximum brand identity and promotion in order to communicate the strengths of Armenti. Customers still don’t associate Armenti with an educative coffee
shop.Through designing this advertising strategy, the authors create a series of brand activations
in the form of brand identity, and a series of promotions as a medium to communicate with the
target audience. This is considered appropriate as a solution to the problem of the Armenti Coffee
House.
ACKNOWLEDGMENT
Thank you to the resource person, Armenti Coffee House, and also the Head of the Business Unit at
the Armenti Coffee House, Mr. Dwi Anggiadi. Thank you to PPM Telkom University for providing
internal funding for this research.
REFERENCES
Hoolwerff, D. Van. 2014. Does Your Mascot Match Your Brand Personality? University of Twente.
Judisseno, R. K. 2019. Aktivitas dan Kompleksitas Kepariwisataan. Jakarta: PT. Gramedia Pustaka Utama.
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