Izzul Khoiry, Anan (2026) Ruang Milik Gen Z sebagai Positioning dalam Strategi Komunikasi Pemasaran Cafe (Studi kasus Empat Coffee and Space di Cilegon). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Perkembangan coffee shop di kalangan Generasi Z menunjukkan pergeseran fungsi kafe dari sekadar ruang konsumsi menjadi ruang sosial sekaligus ruang produktif. Dalam konteks tersebut, Empat Coffee and Space di Cilegon mengusung konsep “space” yang diarahkan untuk Gen Z dan membangun positioning sebagai “Ruang Milik Gen Z”. Penelitian ini bertujuan menganalisis penerapan segmentasi, targeting, dan positioning (STP), serta menjelaskan bagaimana positioning tersebut dikomunikasikan dan diterima konsumen melalui strategi komunikasi pemasaran. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus; data dikumpulkan melalui wawancara mendalam dengan pihak internal kafe dan konsumen Gen Z, observasi langsung, serta dokumentasi, kemudian dianalisis menggunakan model Miles dan Huberman dengan triangulasi untuk menjaga keabsahan data. Hasil penelitian menunjukkan Empat Coffee and Space menargetkan Gen Z melalui pengalaman ruang yang nyaman, estetik, dan mendukung aktivitas sosial maupun produktif; konsumen memaknai kafe ini sebagai tempat yang selaras dengan gaya hidup Gen Z, memberi rasa nyaman, kebebasan berekspresi, dan sense of belonging. Persepsi tersebut memperkuat positioning “Ruang Milik Gen Z” yang dibangun melalui desain ruang, pelayanan personal, dan komunikasi pemasaran yang konsisten, sehingga menegaskan pentingnya pengalaman ruang dan persepsi konsumen dalam keberhasilan positioning coffee shop pada pasar Gen Z. Generasi Z, ruang, positioning, STP, strategi komunikasi pemasaran, coffee shop.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Anan Izzul Khoiry, NIM: 6662190179. “Gen Z’s Space as Positioning in a Café Marketing Communication Strategy (A Case Study of Empat Coffee and Space in Cilegon).” Advisor: Dr. Husnan Nurjuman, M.Si. The development of coffee shops among Generation Z reflects a shift in café functions from merely consumption spaces to social and productive spaces. In this context, Empat Coffee and Space in Cilegon adopts a spatial concept aimed at Generation Z and establishes its positioning as “Gen Z’s Space.” This study analyzes the implementation of segmentation, targeting, and positioning (STP) and explains how the positioning is communicated and perceived by consumers through marketing communication strategies. The research applies a qualitative case study approach; data were collected through in-depth interviews with internal café stakeholders and Gen Z consumers, direct observation, and documentation, and analyzed using the Miles and Huberman model with triangulation to ensure validity. Findings indicate that Empat Coffee and Space targets Generation Z by offering spatial experiences that are comfortable, aesthetic, and supportive of both social and productive activities; consumers perceive the café as aligned with the Gen Z lifestyle, providing comfort, freedom of expression, and a sense of belonging. These perceptions reinforce the “Gen Z’s Space” positioning, which is realized through spatial design, personalized service, and consistent marketing communication, highlighting the importance of consumer perceptions and spatial experiences in strengthening café positioning for the Generation Z market. Generation Z, space, positioning, STP, marketing communication strategy, coffee shop. | ||||||
| Uncontrolled Keywords: | Generasi Z, ruang, positioning, STP, strategi komunikasi pemasaran, coffee shop. Generation Z, space, positioning, STP, marketing communication strategy, coffee shop. | ||||||
| Subjects: | Communication > Science Journalism Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Anan Izzul Khoiry | ||||||
| Date Deposited: | 12 Mar 2026 07:57 | ||||||
| Last Modified: | 13 Mar 2026 04:03 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/59248 |
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