Digital Marketing Communication Strategy to Build SARIWANGI Tea Brand Image as a Cultural Heritage Beverage

Abstract

The development of digital technology has transformed corporate marketing communication patterns in reaching consumers. Digital marketing communication strategies have become a crucial factor in building a strong brand image amid increasingly intense industry competition. This study aims to analyze the digital marketing communication strategies implemented by Teh Sariwangi in building its brand image in the digital era. This research employs a qualitative approach using a case study method. Data were collected through observation of digital content, interviews, and documentation of Teh Sariwangi’s digital marketing activities. The results indicate that the use of social media, targeted digital advertising, and consistent marketing content is capable of shaping positive consumer perceptions of the Teh Sariwangi brand. The findings of this study are consistent with previous research, which states that digital marketing communication has a significant influence on the formation of brand image.