Examining Social Media Culture as The Tuku Coffee Shop’s Brand Image on Instagram

¹ New Media Program, Visual Communication Design Department, School of Design, Bina Nusantara University, Jakarta, Indonesia 11480
² Visual Communication Design, Universitas Bunda Mulia Jakarta, Indonesia

^* Corresponding author: Arsa_w@binus.ac.id

Abstract

It is amazing how another company sector may be successful without innovations, yet there are ways to build a brand’s image. The study focuses on evaluating Tuku Coffee Shop’s Instagram activity to assess how its brand is represented. The method is quantitative, with questionnaires used to collect data from target respondents who follow @tokokopituku on Instagram. The study establishes four brand image dimensions: recognition, reputation, affinity, and domain. The greatest mean value is found in the recognition dimension, showing that Tuku Coffee Shop has established itself as a neighborhood coffee shop and is regarded as a pioneer in Jakarta’s local coffee shop scene. The result sheds light on the Tuku Coffee Shop brand-building process through the analysis of Instagram data. The findings reveal areas for brand image improvement, notably in factors connected to the Tuku name, logo, and packaging. Also, this study finds that, out of 100 respondents, 68% agree that Toko Kopi Tuku is a pioneer and one of the first coffee shops in Cipete. In terms of being a pioneer for a coffee shop, it creates a new category known as a local coffee shop.