Sholikha, Nadias (2023) MODEL MANAJEMEN BRAND BISNIS SEBAGAI URBAN PUBLIC SPACE (STUDI KASUS COFFEE SHOP UD MITRA). Masters thesis, UPN "Veteran" Yogyajarta.
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Abstract
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ABSTRAK
Abstrak
Pada era individualisme dan mobilitas yang tinggi, Coffee Shop menjadi tempat
penting untuk mengatasi kebosanan dan rutinitas. Manajemen merek yang efektif
dalam Coffee Shop membantu membedakan dari pesaing, menciptakan hubungan
emosional, dan meningkatkan loyalitas pelanggan. Branding melibatkan identitas
dan komunikasi, mempengaruhi citra, daya tarik, dan keputusan pembelian.
Meskipun tantangan dalam memahami manajemen merek, pengusaha di industri ini
berinovasi melalui desain yang menarik dan kolaborasi dengan komunitas dan
merek lokal. Studi kasus Coffee Shop UD Mitra di Yogyakarta menunjukkan
bagaimana komunikasi bisnis dan branding yang efektif dapat menciptakan citra
positif, menggaet komunitas, dan memenuhi kebutuhan gaya hidup generasi
milenial. UD Mitra berhasil memadukan fungsi Coffee Shop dengan ruang terbuka
perkotaan, menciptakan tempat ketiga, dan komunitas praktek yang inklusif. Dalam
era yang penuh dengan informasi dan hiburan, strategi branding yang terfokus pada
menciptakan pengalaman positif dan daya tarik bagi pelanggan menjadi kunci untuk
kesuksesan bisnis seperti Coffee Shop UD Mitra.
Kata Kunci: Brand, Coffee Shop, Urban Public Space.
vi
ABSTRACT
In an era characterized by individualism and high mobility, Coffee Shops have
become crucial places for alleviating boredom and routine. Effective brand
management within the Coffee Shop industry helps differentiate from competitors,
create emotional connections, and enhance customer loyalty. Branding involves
identity and communication, influencing perception, attractiveness, and purchasing
decisions. Despite challenges in understanding brand management, entrepreneurs
in this industry innovate through appealing designs and collaborations with local
communities and brands. The case study of Coffee Shop UD Mitra in Yogyakarta
illustrates how effective business communication and branding can establish a
positive image, engage communities, and cater to the lifestyle needs of the millennial
generation. UD Mitra successfully integrates the Coffee Shop function with urban
public spaces, creating a "third place" and an inclusive community of practice. In
an era saturated with information and entertainment, a branding strategy focused
on delivering positive experiences and appeal to customers becomes pivotal for the
success of businesses like Coffee Shop UD Mitra.
Keywords: Brand, Coffee Shop, Urban Public Space.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 06 Sep 2023 03:28 |
| Last Modified: | 06 Sep 2023 03:28 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/37383 |
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