Strategy In Digital Marketing Communication Of Asiang Coffee As A Culinary Specialty Of Pontianak City

Abstract

Hot drinks in the form of special dishes such as coffee are a dish that is widely loved by the people of Indonesia and the world. Coffee becomes a link for its connoisseurs in carrying out many activities, such as meetings, social gatherings, seminars and many other activities that are often carried out by its connoisseurs. Indonesia as a tropical country has a climate that is very suitable for cultivating coffee plants. Many types of coffee are produced in the archipelago, from Sabang to Merauke, one of which is Asian Coffee which is a typical type of coffee from the city of Pontianak. This special drink began from a small stall with a cart located on Jalan Agus Salim, Pontianak City. How the initial steps to provide a traditional and cultural coffee blend in its process of stirring, blending as one of the efforts of Asian Coffee's involvement as a contributor to the cultural value of its coffee tradition for coffee lovers in Pontianak City. In this study, the researcher wants to elevate the strength of local culture to become one of the tourist destinations for those visiting the city of Pontianak. A local wisdom can bridge the consolidation activities involving local communities and visitors as a form of Indonesian culinary brand campaign. With the changing times, coffee drinks continue to evolve, and even coffee shops are popping up. They deserve to be preserved and not abandoned, leading to their extinction. This research employed a descriptive qualitative approach, using in-depth interviews and supported by literature reviews and content analysis.