Analisa Bradn Awareness dan Brad Association pada Coffee Shop Lokal Point Coffee

• OKTAVIA LEO AGE
• 2026

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Analysis of Brand Awareness and Brand Association at Local Coffee Shop Point Coffee

 

Oktavia Leo Age¹, Lady Diana Warpindyastuti²

Abstract: The rapid growth of the coffee industry in Indonesia has led to the emergence of various local coffee brands, one of which is Point Coffee operating under the Indomaret Group. Increasing market competition requires companies to strengthen brand awareness and brand association in order to establish a strong brand position. This study aims to examine the level of brand awareness and brand association of the local coffee shop Point Coffee located at Indomaret Harapan Indah 5. The research employed a quantitative approach using a survey method. Primary data were collected through the distribution of questionnaires to 44 respondents using purposive sampling. Data analysis was conducted descriptively to measure brand awareness based on the indicators of top of mind, brand recall, brand recognition, and brand unaware, while the Cochran test was applied to identify the most dominant brand associations. The results indicate that Point Coffee demonstrates a good level of brand awareness supported by strong brand associations, particularly related to ease of access, affordable pricing, and product quality. These findings suggest that Point Coffee has developed a positive brand image; however, further enhancement of marketing strategies is still required to strengthen its competitiveness.

• Brand awareness
• Brand Association
• Local Coffee Shop Point Coffee

https://repository.bsi.ac.id/repo/81884/Analisa-Bradn-Awareness-dan-Brad-Association-pada-Coffee-Shop-Lokal-Point-Coffee
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