AFOLKTALE EXPLORATION AS PART OF BANGFLO COFFEES BRAND IDENTITY THROUGH INSTAGRAM (Action Research on Bangflo Coffees Instagram Account)
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Date
20-06-2024
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Abstract
Folktale Exploration and Application on Instagram As A Form Of Brand Identity Enhancement On A
Single-Origin Coffee Brand (An Action Research in Kopi Bangflo Brand). Supervisory team: Prof.
Ninis Agustini Damayani, Prof. Deddy Mulyana and Dr. Susie Perbawasari.
This study aims to explore how Sasando folktale can be explored and applied on Instagram as a
digital marketing tool to enhance the brand identity of Bangflo Coffee, a single-origin coffee
brand from Flores, East Nusa Tenggara.
This study employs a constructivist paradigm, through qualitative approach, and Action Research
Method due to its practical focus, which requires close collaboration between the researcher and
practitioners. The Action Research approach for this research follows for the Action-Reflection
Cycle method, with the help of 3 other research collaborators. Data collection was conducted by
conducting online surveys and questionnaires, online and on-site observations, and interviews.
Additional supporting data was ascertained from previous research and literature.
This study finds that by utilizing the dynamics of Instagram with the influence of digital
storytelling, Bangflo Coffee has catered to the preferences of millennials. The combination of
cultural heritage, folktale, meaningful stories, and engagement, creates a deeper connection and
long-lasting relationship that evoke the feeling of brand love.
By exploring The Sasando folktale as a digital communication tool, this study explores and
discovers a way to create an ancient folktale through digital storytelling to transform the
story to gain new place, perspective, and audience, connecting the past and present.
This study also finds that by exploring the Sasando folktale, Bangflo brand�s persona has
transformed from an unknown character persona, into an established and appreciated character
that embodies the values of the brand.
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Keywords
Folktale, Storytelling, Instagram, Branding, Brand Personification