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

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