PERBANDINGAN POSITIONING PADA VIDEO BRANDING COFFEE SHOP LOKAL DAN ASING (Analisis Isi pada Video Profile Tanamera Indonesia dan Starbucks di Media Youtube)

Over the past five years, the escalation in both production and consumption levels within the Indonesian coffee industry has engendered a proliferation of new coffee establishments in the country, thereby intensifying competitive dynamics. Despite this heightened competition, enduring entities such as Tanamera and Starbucks have managed not only to persist but also to flourish within the competitive landscape. This success is attributed to multifaceted marketing strategies, wherein positioning emerges as a salient element. Consequently, the present research endeavors to explicate and draw comparisons between the positioning strategies employed by the indigenous coffee brand Tanamera Coffee and the foreign coffee conglomerate Starbucks. This examination is conducted through a nuanced analysis of video profiles disseminated on their respective YouTube channels.

The theoretical underpinning of this research draws from Hermawan Kartajaya's conceptual framework, which delves into the realms of Positioning, Differentiation, and Brand (PDB). Kartajaya posits that PDB serves as the quintessence of a brand's overarching design, serving as a pivotal determinant in cultivating a robust reputation among consumers.

Methodologically, the research adopts a qualitative paradigm, employing content analysis and a comparative approach to scrutinize the video profiles of Tanamera and Starbucks featured on their designated YouTube platforms. The data corpus is dichotomized into primary sources, represented by the video profiles, and secondary sources, comprising pertinent literature. The ambit of inquiry spans the entirety of content encapsulated within the Tanamerah Indonesia and Starbucks YouTube channels.

Discernible from the analysis is Tanamera's strategic emphasis on positioning predicated upon quality, underscored by a plethora of international accolades. The brand strategically collaborates with local farmers and spearheads initiatives geared toward propagating contemporary coffee literacy, thereby manifesting Tanamera's commitment to elevating the standing of the Indonesian coffee industry on the global stage. Conversely, Starbucks manifests a distinct positioning strategy, accentuating attributes within a concise 5-minute temporal framework. The brand positions itself not merely as a purveyor of coffee but as an entity transcending this functional role, accentuating human connections and inspirational dimensions. Starbucks, through its warm ambience and active participation in diverse community initiatives, consolidates its role as a positive societal force.