Brand repositioning habitaas sebagai homestyle dining library

Raya, Zhafira Aqila (2026) Brand repositioning habitaas sebagai homestyle dining library. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Indonesia: Perkembangan industri kuliner di Kota Bandung yang pesat mendorong persaingan ketat antarkafe, sehingga setiap usaha dituntut memiliki diferensiasi yang jelas di benak publik. Habitaas sebagai salah satu kafe di Bandung melakukan repositioning dari kafe kuliner menjadi homestyle dining library, yaitu ruang hibrida yang memadukan pengalaman bersantap, membaca, dan berinteraksi sosial dalam suasana hangat layaknya rumah. Upaya ini menarik untuk dikaji karena reposisi tidak hanya menyentuh identitas visual, tetapi juga mencakup pengelolaan makna, layanan, dan hubungan dengan publik dari perspektif hubungan masyarakat. Penelitian ini bertujuan untuk mengetahui bagaimana Habitaas mengelola pembentukan identitas merek baru melalui brand extension, serta bagaimana Habitaas mengelola atribut komunikasi layanan melalui line extension dalam mendukung brand repositioning sebagai homestyle dining library. Penelitian ini menggunakan teori brand repositioning Kotler dan Keller (2016), yang menegaskan bahwa repositioning merupakan proses merancang ulang penawaran dan citra merek agar menempati posisi yang khas di benak publik sasaran. Strategi ini dioperasionalkan melalui dua instrumen, yaitu brand extension dengan indikator transfer ekuitas makna, simbolisme fisik, dan edukasi publik serta line extension dengan indikator konsistensi narasi layanan, service touchpoints, dan diferensiasi atribut. Pendekatan yang digunakan adalah kualitatif dengan metode studi kasus, serta teknik pengumpulan data melalui wawancara mendalam dan observasi lapangan terhadap tiga informan kunci dari jajaran manajemen Habitaas, yaitu Founder, Co-Founder, dan Operational Manager. Analisis data menggunakan model koding Miles et al. (2014). Hasil penelitian menunjukkan bahwa brand repositioning Habitaas dijalankan secara konsisten melalui dua jalur. Pada ranah brand extension, Habitaas mempertahankan nilai kehangatan dan koneksi sebagai inti transfer ekuitas makna, mewujudkan identitas homestyle dining library melalui simbolisme fisik berbasis biophilic dan benda-benda personal, serta menjalankan edukasi publik secara berlapis melalui signage, staf, dan media sosial. Pada ranah line extension, Habitaas menjaga konsistensi narasi layanan melalui marwah kuliner Asian comfort, mengelola service touchpoints secara personal dan emosional dari greeting hingga seeking satisfaction, serta membangun diferensiasi melalui integrasi ruang, menu fusion, komunitas literasi, dan exceptional personal service. Keseluruhan temuan menegaskan bahwa reposisi Habitaas tidak bersifat artifisial, melainkan berakar pada identitas asli yang diperluas secara autentik, sehingga perubahan posisi merek terbaca sebagai kelanjutan logis dari nilai dan cerita yang telah lama melekat. English: The rapid growth of the culinary industry in Bandung has intensified competition among cafés, compelling each establishment to establish a clear differentiation in the minds of the public. Habitaas, a café in Bandung, undertook a repositioning from a culinary café into a homestyle dining library a hybrid space that integrates dining, reading, and social interaction within a warm, home-like atmosphere. This effort is worthy of academic inquiry as the repositioning extends beyond visual identity, encompassing the management of meaning, service, and public relations. This study aims to examine how Habitaas manages the construction of a new brand identity through brand extension, and how Habitaas manages service communication attributes through line extension in support of its brand repositioning as a homestyle dining library. This study draws on the brand repositioning theory of Kotler and Keller (2016), which asserts that repositioning is the process of redesigning a brand's offering and image to occupy a distinctive place in the minds of its target audience. The strategy is operationalized through two instruments: brand extension, with indicators of meaning equity transfer, physical symbolism, and public education; and line extension, with indicators of service narrative consistency, service touchpoints, and attribute differentiation. A qualitative approach with a case study method was employed, with data collected through in-depth interviews and field observations involving three key informants from Habitaas management the Founder, Co-Founder, and Operational Manager. Data analysis was conducted using the coding model of Miles et al. (2014). The findings reveal that Habitaas's brand repositioning was carried out consistently through two pathways. In the domain of brand extension, Habitaas preserved the core values of warmth and connection as the foundation of meaning equity transfer, embodied the homestyle dining library identity through biophilic physical symbolism and personal belongings, and delivered layered public education via signage, staff interaction, and social media. In the domain of line extension, Habitaas maintained service narrative consistency through its Asian comfort culinary identity, managed service touchpoints in a personal and emotionally engaging manner from greeting to seeking satisfaction, and built differentiation through the integration of space, fusion menu, literary community, and exceptional personal service. The overall findings affirm that Habitaas's repositioning is not artificial but is rooted in an authentically expanded original identity, such that the brand's positional shift reads as a logical continuation of values and stories long embedded in its character.

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