Brewing Loyalty: Green Marketing and Customer Experience at Fore Coffee

Purpose – This study aims to evaluate the effectiveness of TIRIZ’s digital marketing strategies, specifically assessing brand awareness levels (focusing on brand recognition and brand recall) and measuring the financial feasibility of its proposed business development plan. Design/Methodology/Approach – Financial feasibility was evaluated using the Net Present Value (NPV), Internal Rate of Return (IRR), and Payback Period (PP) methods over a five-year period (2025–2029) with a 6.25% discount rate. Additionally, digital marketing performance was analyzed across paid advertising channels (TikTok vs. Instagram) and organic content formats (carousel feed posts vs. short-form video storytelling). Findings – Financial metrics demonstrate strong feasibility with a positive NPV of IDR 13,043,203, an IRR of 8% (exceeding the discount rate), and a Payback Period of 5.34 years. Operationally, paid ads on TikTok proved significantly more efficient at generating engagement than Instagram, while static carousel feed posts yielded the lowest organic engagement compared to short-form video content combined with storytelling. Originality/Value – This study provides empirical insights into optimizing digital marketing budget allocations and content formats for emerging sustainable brands while establishing a practical model that links digital engagement evaluation directly with long-term financial viability.