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Strategi Brand Positioning Bakoel Koffie Dalam Mempertahankan Brand Loyalty

Shanty Syarifah H.P, Shanty (2023) Strategi Brand Positioning Bakoel Koffie Dalam Mempertahankan Brand Loyalty. Skripsi (S1) thesis, Fisip Universitas Muhammadiyah Jakarta.

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1. HALAMAN JUDUL.pdf
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2. ABSTRAK.pdf
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3. LEMBAR PERNYATAAN ORISINALITAS.pdf
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4. LEMBAR PERSETUJUAN DAN LEMBAR PENGESAHAN.pdf
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5. KATA PENGANTAR.pdf
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6. DAFTAR ISI.pdf
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7. DAFTAR TABEL.pdf
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8. DAFTAR LAMPIRAN.pdf
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9. BAB I PENDAHULUAN.pdf
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10. BAB II TINJAUAN PUSTAKA DAN KERANGKA KONSEP.pdf
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11. BAB III METODOLOGI PENELITIAN.pdf
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12. BAB IV HASIL DAN PEMBAHASAN.pdf
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13. BAB V KESIMPULAN DAN SARAN.pdf
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14. DAFTAR PUSTAKA.pdf
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Abstract

ABSTRAK Nama : Shanty Syarifah H.P NPM : 20200120300010 Judul : Strategi Brand Positioning Bakoel Koffie Dalam Mempertahankan Brand Loyalty Pembimbing : Dr. Oktaviana PurnamaFsari, M.Si Ringkasan : Latar belakang dari penelitian ini adalah dengan makin menjamurnya kedai kopi yang berimbas dari produksi kopi Indonesia yang tinggi. Dengan banyaknya kedai kopi yang baru, membuat persaingan bisnis tersendiri bagi pelaku bisnis kedai kopi. Melihat persaingan yang luar biasa dalam bisnis kedai kopi, cara kedai kopi mengelola produknya menjadi poin penting agar selalu tetap eksis, selalu di ingat oleh pelanggannya dan dapat bersaing terus di pasaran. Pemilihan Bakoel Koffie dalam penelitian ini karena memiliki sejarah yang panjang dalam memposisikan diri sebagai kedai kopi tertua. Tujuan penelitian ini untuk mengidentifikasi strategi brand positioning Bakoel Koffie dalam mempertahankan brand loyalty. Study kasus untuk metode penelitiannya dengan menggunakan pendekatan kualitatif deskriptif, dalam mengumpulkan sumber data menggunakan wawancara mendalam, observasi dan dokumentasi. Hasil penelitian menunjukkan bahwa Bakoel Koffie menerapkan strategi brand positioning untuk mempertahankan brand loyalty. Strategi Brand Positioning yang di terapkan oleh Bakoel Koffie sesuai dengan Teori Strategi Brand Positioning Kotler dan Keller (2016), adanya real experience ( Value ), makna logo, warna coklat, hitam, putih , konsep bar( visual identity), menu espresso, cappuccino ( Point of Parity), heritage( Point of Difference), freshly roasted (Brand Mantra ). Kata Kunci : Strategi Brand Positioning, Brand Loyalty, Point of Difference, Point of Parity, Brand Mantra Daftar Pustaka : 1994 - 2022 ABSTRACT Name : Shanty Syarifah H.P NPM : 20200120300010 Title : Bakoel Koffie Brand Positioning Strategy In Maintaining Brand Loyalty Advisor : Dr. Oktaviana PurnamaFsari, M.Si Summary : The background of this research is the mushrooming of coffee shops which has an impact on the high production of Indonesian coffee. With so many new coffee shops, creating separate business competition for coffee shop business people. Seeing the extraordinary competition in the coffee shop business, the way coffee shops manage their products is an important point so that they always exist, are always remembered by their customers and can continue to compete in the market. The choice of Bakoel Koffie in this study is because it has a long history of positioning itself as the oldest coffee shop. The purpose of this research is to identify Bakoel Koffie's brand positioning strategy in maintaining brand loyalty. The case study for the research method uses a descriptive qualitative approach, in collecting data sources using in-depth interviews, observation and documentation. The results of the study show that Bakoel Koffie applies a brand positioning strategy to maintain brand loyalty. The Brand Positioning Strategy implemented by Bakoel Koffie is in accordance with Kotler and Keller's Brand Positioning Strategy Theory (2016), there is real experience (Value), logo meaning, brown, black, white, bar concept (visual identity), espresso menu, cappuccino ( Point of Parity), heritage ( Point of Difference), freshly roasted ( Brand Mantra ). Keywords: Brand Positioning Strategy, Brand Loyalty, Point of Difference, Point of Parity, Brand Mantra Bibliography: 1994 - 2022

Item Type: Thesis (Skripsi (S1))
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Sciences > S2 Master of Communication Science / Magister Ilmu Komunikasi (MIKOM)
Depositing User: EVA AIHULIA
Date Deposited: 09 Jan 2025 04:14
Last Modified: 09 Jan 2025 04:14
URI: http://repository.umj.ac.id/id/eprint/21962

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