Branding Strategies for Coffee Products Based on Local Terroir: A Case Study of Argotirto Coffee
Novi Puji Lestari, Agus Hermawan & Wening Patmi Rahayu · Asian Research Journal of Arts & Social Sciences · 2026
Background: The Indonesian coffee sector continues to grow rapidly, driven by specialty coffee demand and strong regional identities shaped by terroir, while effective branding plays a key role in differentiating products and influencing consumer perceptions in an increasingly co...
Open access
Research Article
10.9734/arjass/2026/v24i5908