Crafting Folktale Narratives: Bangflo Coffee's Innovative Digital Storytelling Journey on Instagram

Abstract

Objective: This study aims to explore the impact of integrating the Sasando folktale into Bangflo Coffee's brand identity on Instagram, focusing on its effects on consumer behavior, loyalty, and market positioning in the Jakarta coffee industry.   Theoretical framework: The study is grounded in the foundations of storytelling in human culture, the strategic application of storytelling in digital communication, and the multidimensional nature of brand identity.   Method: Employing a robust action research methodology rooted in Lewin's cycle, the study emphasizes the strategic use of storytelling. Multiple action research cycles are conducted to adapt the Sasando as a central symbol, aligning with President Joko Widodo's support for local entrepreneurs.   Results and conclusion: The Sasando assumes a prominent role in Bangflo Coffee's identity, symbolizing cultural heritage and connecting deeply with the audience. The storytelling approach resonates with socially conscious millennials, fostering community, social responsibility, and heightened brand awareness. The integration of folktales proves effective in transforming the brand beyond a simple coffee supplier into a meaningful cultural ambassador.   Originality/value: This research contributes to the field by showcasing the innovative use of digital storytelling in the coffee industry, bridging traditional folklore with modern branding strategies. It emphasizes the importance of cultural integration in creating authentic and enduring connections with consumers, particularly in the context of social media platforms like Instagram.