Rachman, Dafy Azhari (2025) STRATEGI REBRANDING KAFE COLD LIBRARY MENJADI CO&LABS (Collaboration Station) Studi Kasus Komunikasi Pemasaran. S1 thesis, Universitas Sultan Ageng Tirtayasa.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Dafy Azhari Rachman_6662200149_Fulltext.pdf Restricted to Registered users only Download (2MB) |
|
Text
Dafy Azhari Rachman_6662200149_02.pdf Restricted to Registered users only Download (299kB) |
|
Text
Dafy Azhari Rachman_6662200149_03.pdf Restricted to Registered users only Download (217kB) |
|
Text
Dafy Azhari Rachman_6662200149_04.pdf Restricted to Registered users only Download (722kB) |
|
Text
Dafy Azhari Rachman_6662200149_05.pdf Restricted to Registered users only Download (90kB) |
|
Text
Dafy Azhari Rachman_6662200149_Ref.pdf Restricted to Registered users only Download (249kB) |
|
Text
Dafy Azhari Rachman_6662200149_Lamp.pdf Restricted to Registered users only Download (516kB) |
|
Text
Dafy Azhari Rachman_6662200149_01.pdf Restricted to Registered users only Download (1MB) |
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.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | 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. | |||||||||
| Uncontrolled Keywords: | Rebranding Strategy, Existence, Cafe Strategi Rebranding, Eksistensi, Kafe | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
|||||||||
| Depositing User: | Unnamed user with email [email protected] | |||||||||
| Date Deposited: | 11 Jun 2025 05:56 | |||||||||
| Last Modified: | 11 Jun 2025 05:56 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49469 |
Actions (login required)
 |
View Item |