STRATEGI KAMPANYE HUMAS PEMERINTAH PROVINSI LAMPUNG DALAM GERAKAN HARI JUM’AT MINUM KOPI SEBAGAI BRANDING PRODUK KOPI LOKAL

Abstract

Coffe is a drink that is loved by many people, Lampung is one of the provinces with the largest number of coffe production in Indonesia. However, over time public interest in the consumption of Lampung Robusta coffe has decreased, along with the production of Lampung Robusta coffe which has also decreased. The Lampung provincial government issued a circular letter ftrom the Governor of Lampung Number 045.2/2708.4/V.20/2019 on 23 October 2019 concerning Friday as coffe drinking day which aims to increase public interest in the consumtion of Lampung Robusta coffe, increase the production of Lampung Robusta coffe by carrying out a campaign strategy of the Lampung provincial government.The research in this article is a field research by conducting observations, interviews an documentation. This study uses a qualitative approach.The results of this study indicate that the public relations campaign strategy of the Lampung provincial government in the friday movement of drinking coffe as a branding of Lampung local coffe out through several stages: strategy of publicity, strategy of persuation, strategy of argumentation and strategy of image. Public relations campaign conducted by the Lampung Province Public Relations regarding friday drinking coffe must be carried out consistently, so that Lampung robusta coffe becomes known so that it can increase interest in Lampung robusta coffee consumprion an increase Lampung robusta coffee production.