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Riding the Branding Wave: Naming Rights of Coffee Tuku at MRT Cipete Raya

In: Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025)

Author

Listed:
  • Nur Evitriana Ramadanty

    (Accounting Department Politeknik Negeri Jakarta, Finance and Banking Study Program, Applied Bachelor‘s Degree Program)

  • Tetty Rimenda

    (Politeknik Negeri Jakarta, Accounting Department)

  • Sylvia Rozza

    (Politeknik Negeri Jakarta, Accounting Department)

Abstract

Brand awareness is a key foundation of customer-based brand equity, shaping how consumers recognize, recall, and consider a brand in their decisions. In Indonesia’s competitive F&B market, local brands like Kopi Tuku must stay relevant amid international and large-scale rivals. This study analyzes how jingles, perceived parent brand fit, and electronic word of mouth (E-WOM) affect Kopi Tuku’s brand awareness through its naming rights sponsorship of Jakarta MRT’s Cipete Raya Station. Using a quantitative explanatory design, data from 150 purposively sampled MRT users were analyzed with PLS-SEM. Results show all three variables significantly enhance brand awareness, with perceived parent brand fit having the strongest effect, followed by E-WOM and jingles, explaining 64.4% of variance. The findings highlight the synergy of audio, visual, and digital exposure in building brand salience in public spaces. This study extends naming rights theory beyond sports to public transportation and proposes the Integrated Public Sponsorship Awareness Model (IPSAM). Practically, it offers cost-efficient promotion insights for local brands and revenue opportunities for public transport operators.

Suggested Citation

  • Nur Evitriana Ramadanty & Tetty Rimenda & Sylvia Rozza, 2025. "Riding the Branding Wave: Naming Rights of Coffee Tuku at MRT Cipete Raya," Advances in Economics, Business and Management Research, in: Muhammad Udin Harun Al Rasyid & Nurul Fahmi & Yuliana Sukarmawati & I Wayan Sutina & Upayana Wiguna (ed.), Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), pages 287-295, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-938-4_34
    DOI: 10.2991/978-94-6463-938-4_34
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