TY  - THES
UR  - https://eprints.untirta.ac.id/49469/
N2  - The rebranding strategy is designed to achieve objectives and facilitate the
implementation of activities so that the predetermined objectives are achieved. The
background of this research is that Cold Library Café is striving to maintain its
existence amid the rapid development currently taking place in the F&B industry.
The researcher is interested in investigating how Cold Library Café's rebranding
strategy transformed it into Co&Labs (Collaboration Station) and what factors
hindered the rebranding process at Co&Labs Café. This study aims to analyze the
rebranding process of Cold Library Café into Co&Labs (Collaboration Station)
through seven stages: triggering, analyzing and decision making, planning,
preparing, launching, evaluating, and continuing. The approach used in this study
is a qualitative approach with a descriptive method. The researcher used data
collection techniques such as observation, interviews, and documentation. The
results of the study explain that Cold Library Café underwent rebranding to become
Co&Labs (Collaboration Station) through seven rebranding strategies, namely
triggering, analyzing and decision making, planning, preparation, launching,
evaluating, and continuing. The implementation of the rebranding also faced
challenges related to human resources and the café's premises. The high number of
customers in a small space led to capacity limitations, with Co&Labs customers
facing issues such as insufficient seating and parking difficulties due to the café's
limited space.
PB  - Universitas Sultan Ageng Tirtayasa
AV  - restricted
EP  - 110
KW  - Rebranding Strategy
KW  -  Existence
KW  -  Cafe
Strategi Rebranding
KW  -  Eksistensi
KW  -  Kafe
ID  - eprintuntirta49469
A1  - Rachman, Dafy Azhari
M1  - sarjana
Y1  - 2025///
TI  - STRATEGI REBRANDING KAFE COLD LIBRARY MENJADI CO&LABS (Collaboration Station) Studi Kasus Komunikasi Pemasaran
N1  - Strategi Rebranding merupakan yang diatur untuk mencapai tujuan dan
memudahkan pelaksanaan kegiatan supaya tujuan yang telah ditentukan tercapai.
Latar belakang penelitian ini yaitu dimana Kafe Cold Library berusaha
mempertahankan eksistensinya pada perkembangan yang pesat saat ini di kalangan
FnB. Peneliti tertarik untuk meneliti bagaimana strategi rebranding yang dilakukan
kafe Cold Library menjad Co&Labs (Collaboration Station) dan apa saja faktor
penghambat dalam melakukan rebranding pada Kafe Co&Labs. Penelitian ini
bertujuan untuk menganalisis proses rebranding kafe Cold Library menjadi
Co&Labs (Collaboration Station) dengan melalui tujuh tahap trigerring, analyzing
and decision making, planning, prepare, launching, evaluating, dan continuing.
Pendekatan yang digunakan dalam penelitian ini yaitu pendekatan kualitatif dengan
metode deskriptif. Peneliti menggunakan teknik pengumpulan data observasi,
wawancara, dan dokumentasi. Hasil penelitian menjelaskan bahwa kafe Cold
Library melakukan rebranding menjadi Co&Labs (Collaboration Station) dengan
tujuh strategi rebranding, yaitu trigerring, analyzing and decision making,
planning, prepare, launching, evaluating, dan continuing. Pelaksanaan rebranding
tersebut juga tidak lepas dari hambatan yang ada yaitu perihal Sumber Daya
Manusia dan lahan kafe. Banyaknya peminat dengan tempat yang kecil membuat
keterbatasan kapasitas, peminat kafe Co&Labs terkendala dengan kurangnya
tempat duduk, dan sulitnya parkir, karena lahan Co&Labs yang kecil.
ER  -