Strategi corporate branding Kopitera dengan desain interior dalam upaya mempertahankan loyalitas pelanggan

Mushoddaq, Muhammad Rifqi (2025) Strategi corporate branding Kopitera dengan desain interior dalam upaya mempertahankan loyalitas pelanggan. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Coffee Shop saat ini menjadi tempat yang memiliki banyak fungsi dalam memenuhi kebutuhan masyarkat. Persaingan untuk menciptakan coffee shop yang dapat memenuhi tren dan budaya minum kopi di masyarakat diperlukan untuk meningkatkan kulaitas dan tingkat pengunjung. Corporate Branding melalui desain interior menjadi salah satu yang dilakukan Kopitera untuk mempertahankan loyalitas pelangganya. Strategi ini digunakan untuk membangun citra positif perusahaan dan meningkatkan daya tariknya melalui beberapa tahapan. Penelitian ini bertujuan untuk menganalisis strategi corporate branding Kopitera dengan desain interior dalam upaya mempertahankan pelanggan. Kopitera, sebagai coffee shop dengan konsep klasik di Bandung, berhasil membangun citra sebagai tempat yang nyaman untuk bekerja (work from coffee), terutama bagi kalangan tua. Penelitian ini menggunakan pendekatan kualitatif deskriptif dan menggunakan teori brand positioning David Aaker, penelitian ini mengkaji empat elemen strategi corporate branding: 1) pembentukan identitas dan proposisi nilai, 2) penentuan target audiens, 3) komunikasi aktif, dan 4) keunggulan kompetitif. Berdasarkan hasil penelitian, strategi corporate branding Kopitera dengan desain interior vintage klasik berhasil menciptakan diferensiasi merek yang unik dan mempertahankan loyalitas pelanggan. Penelitian ini mengungkap empat elemen kunci: 1) Identitas merek yang dibangun melalui keaslian bangunan Belanda dan elemen nostalgia seperti furniture antik, menciptakan pengalaman "rumah nenek" yang konsisten sejak 2017; 2) Segmentasi pasar alami terhadap pelanggan dewasa (30-60 tahun) yang menyukai suasana tenang dan klasik; 3) Komunikasi merek melalui elemen ikonik (botol Erlenmeyer, musik vintage) dan strategi digital-real time di media sosial; serta 4) Keunggulan kompetitif berbasis keaslian historis yang sulit ditiru pesaing. Temuan menunjukkan bahwa desain interior bukan sekadar estetika, melainkan alat strategis corporate branding yang memperkuat ikatan emosional pelanggan. Penelitian ini memberikan kontribusi praktis bagi industri F&B dan akademis dalam konteks public relations. Kesimpulan dari penelitian ini adalah Kopitera berhasil membangun corporate branding melalui desain interior vintage klasik dengan menerapkan empat elemen Brand Position David Aaker yaitu identitas merek berbasis nostalgia "rumah nenek", segmentasi pelanggan dewasa komunikasi merek melalui elemen visual dan auditori yang konsisten, serta keunggulan kompetitif dari keaslian bangunan. Temuan menunjukkan desain interior sebagai alat strategis branding yang efektif. ENGLISH: Today, coffee shops serve multiple functions to meet various social needs. The competition to create a coffee shop that aligns with consumer trends and coffee culture is essential to improve quality and increase customer visits. Corporate branding through interior design is one of the strategies implemented by Kopitera to maintain customer loyalty. This strategy aims to build a positive corporate image and enhance brand appeal through several stages. This study aims to analyze Kopitera’s corporate branding strategy through interior design as an effort to retain customers. Kopitera, a coffee shop in Bandung with a classic concept, has successfully built an image as a comfortable “work from coffee” space, especially for older customer segments. Using a descriptive qualitative method and based on David Aaker’s brand positioning theory, this research examines four key elements of corporate branding strategy: (1) brand identity and value proposition, (2) target audience, (3) active communication, and (4) competitive advantage. The findings reveal that Kopitera’s vintage-classic interior design successfully creates unique brand differentiation and fosters customer loyalty. The study identifies four core aspects: (1) a strong brand identity formed through the authenticity of a Dutch colonial building and nostalgic elements such as antique furniture, creating a consistent “grandmother’s house” experience since 2017; (2) natural market segmentation of mature customers (ages 30–60) who appreciate a calm and classic ambiance; (3) brand communication through iconic elements (such as Erlenmeyer bottles and vintage music) and a digital-real-time strategy on social media; and (4) a competitive advantage rooted in historical authenticity, which is difficult for competitors to imitate. The study shows that interior design serves not only an aesthetic function but also a strategic branding tool that strengthens emotional bonds with customers. This research provides practical contributions to the F&B industry and academic insights within the field of public relations.

Item Type: Thesis (Sarjana)
Uncontrolled Keywords: Corporate Branding; Desain Interior; Loyalitas Pelanggan; Coffee Shop; Kopitera
Subjects: Conscious Mental Process and Intelligence > Communication Psychology
Social Interaction, Interpersonal Relations
Social Interaction, Interpersonal Relations > Communication
Social Interaction, Interpersonal Relations > Nonverbal Communication
Social Interaction, Interpersonal Relations > Relations of Individual to Society
Applied Physics > Communication Engineering
Interior Decoration
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: Mushoddaq Muhammad Rifqi
Date Deposited: 31 Jul 2025 07:38
Last Modified: 31 Jul 2025 07:38
URI: https://digilib.uinsgd.ac.id/id/eprint/113820

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