A Communal Branding Strategy to Strengthen the Identity and Competitiveness of Coffee MSMEs in Kemiri Tourism Village, Jember

Abstract

The Jember Regency Government designated the region as the “Best Robusta Coffee Center in Indonesia” in 2021. One of the production centers is Danci Hamlet, operated by the Sejahtera Bersama Farmer Group. Previously, farmers sold coffee cherries to middlemen with low added value. In 2019, they initiated communal brand “Kopi Danci” to increase economic value. However, dependence on middlemen remains high and brand awareness is low. This study aims a communal branding strategy aligned with the characteristics of Kemiri Tourism Village to strengthen brand identity and enhance competitiveness. The method uses a qualitative approach using primary data from interviews, observations, questionnaires distributed to 50 respondents, and secondary data from literature reviews, prior research, competitor analysis. The subsequent phase is experimental design for design concept. This study yields a communal branding strategy tailored to the characteristics of Danci Hamlet to enhance brand awareness, encourage group participation, and increase the product value