TY  - THES
N1  - 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.
KW  - Generasi Z
KW  -  ruang
KW  -  positioning
KW  -  STP
KW  -  strategi komunikasi pemasaran
KW  -  coffee shop.
Generation Z
KW  -  space
KW  -  positioning
KW  -  STP
KW  -  marketing communication
strategy
KW  -  coffee shop.
A1  - Izzul Khoiry, Anan
PB  - Universitas Sultan Ageng Tirtayasa
ID  - eprintuntirta59248
EP  - 151
M1  - sarjana
TI  - Ruang Milik Gen Z sebagai Positioning dalam Strategi Komunikasi Pemasaran Cafe 
(Studi kasus Empat Coffee and Space di Cilegon)
N2  - 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.
Y1  - 2026///
AV  - restricted
UR  - https://eprints.untirta.ac.id/59248/
ER  -