eprintid: 49469 rev_number: 17 eprint_status: archive userid: 13622 dir: disk0/00/04/94/69 datestamp: 2025-06-11 05:56:47 lastmod: 2025-06-11 05:56:47 status_changed: 2025-06-11 05:56:47 type: thesis metadata_visibility: show creators_name: Rachman, Dafy Azhari creators_id: 6662200149 contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Winangsih, Rahmi contributors_name: Jaiz, Mohammad contributors_id: 196810192005012001 contributors_id: 197106292003121001 corp_creators: Universitas Sultan Ageng Tirtayasa corp_creators: Fakultas Ilmu Sosial dan Ilmu Politik corp_creators: Ilmu Komunikasi title: STRATEGI REBRANDING KAFE COLD LIBRARY MENJADI CO&LABS (Collaboration Station) Studi Kasus Komunikasi Pemasaran ispublished: pub subjects: communication-general divisions: FISIP divisions: FISIP_CD full_text_status: restricted keywords: Rebranding Strategy, Existence, Cafe Strategi Rebranding, Eksistensi, Kafe note: 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. abstract: 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. date: 2025 date_type: published pages: 110 institution: Universitas Sultan Ageng Tirtayasa department: Fakultas Ilmu Sosial Dan Ilmu Politik thesis_type: sarjana thesis_name: sarjana citation: Rachman, Dafy Azhari (2025) STRATEGI REBRANDING KAFE COLD LIBRARY MENJADI CO&LABS (Collaboration Station) Studi Kasus Komunikasi Pemasaran. S1 thesis, Universitas Sultan Ageng Tirtayasa. document_url: https://eprints.untirta.ac.id/49469/1/Dafy%20Azhari%20Rachman_6662200149_Fulltext.pdf document_url: https://eprints.untirta.ac.id/49469/3/Dafy%20Azhari%20Rachman_6662200149_02.pdf document_url: https://eprints.untirta.ac.id/49469/4/Dafy%20Azhari%20Rachman_6662200149_03.pdf document_url: https://eprints.untirta.ac.id/49469/5/Dafy%20Azhari%20Rachman_6662200149_04.pdf document_url: https://eprints.untirta.ac.id/49469/6/Dafy%20Azhari%20Rachman_6662200149_05.pdf document_url: https://eprints.untirta.ac.id/49469/7/Dafy%20Azhari%20Rachman_6662200149_Ref.pdf document_url: https://eprints.untirta.ac.id/49469/8/Dafy%20Azhari%20Rachman_6662200149_Lamp.pdf document_url: https://eprints.untirta.ac.id/49469/17/Dafy%20Azhari%20Rachman_6662200149_01.pdf