Anhar, Muhammad (2025) MANAJEMEN CITRA KAFE RAMAH MAHASISWA: STUDI KASUS PADA KAFE TEMAN SORE DI KOTA SERANG. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
In the campus environment, the phenomenon of cafes as part of the student lifestyle has become increasingly prominent. Many cafes are presenet around campus areas such as Sultan Ageng Tirtayasa University (Untirta), not only provide consumption needs, but also offer alternative learning spaces, discussion spaces, and places to build social networks. This research is based on the image theory of Frank Jefkins as well as the image management theory of Charles J. Fombrun. In the context of research, the post-positivism paradigm is used because researchers try to understand how image management is formed and perceived by students, a qualitative approach is used because this research aims to understand in depth how communication strategies are built by the cafe and how student perceptions are formed towards the image. Referring to Fombrun's theory, at the identification stage, Kafe Teman Sore creates values of togetherness, affordability, simplicity, and productivity as the main characters they wanted to display. In the identity communication stage, Kafe Teman Sore applies visual and participatory approaches to convey these values to students. Based on the results of the discussion, it can be concluded that Kafe Teman Sore consciously and structurally shapes its identity as a student-friendly cafe through a relevant value approach and an integrative communication strategy. It can be concluded that the identity communication carried out is visual, participatory, and consistent, both through social media and through direct involvement in the student community.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Banyak kafe bermunculan di sekitar kawasan kampus seperti Universitas Sultan Ageng Tirtayasa (Untirta), yang tidak hanya menyediakan kebutuhan konsumsi, tetapi juga menawarkan ruang belajar alternatif, tempat diskusi, serta sarana untuk membangun jejaring sosial. Penelitian ini berlandaskan teori citra dari Frank Jefkins serta teori manajemen pembangunan citra dari Charles J. Fombrun. Dalam konteks penelitian ini, paradigma postpositivisme digunakan karena peneliti mencoba memahami bagaimana manajemen citra dibentuk dan dipersepsikan oleh mahasiswa, pendekatan kualitatif digunakan karena penelitian ini bertujuan untuk memahami secara mendalam bagaimana strategi komunikasi dibangun oleh pihak kafe dan bagaimana persepsi mahasiswa terbentuk terhadap citra tersebut. Mengacu pada teori Fombrun tahap identifikasi, Kafe Teman Sore membuat nilai-nilai kebersamaan, keterjangkauan, kesederhanaan, dan produktivitas sebagai karakter utama yang mereka ingin tampilkan. Pada tahap komunikasi identitas, Kafe Teman Sore menerapkan pendekatan visual dan partisipatif untuk menyampaikan nilai-nilai tersebut kepada mahasiswa. | ||||||
| Uncontrolled Keywords: | Charles J. Fombrun, image management, student-friendly cafe Charles J. Fombrun, kafe ramah mahasiswa, manajemen citra. | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| 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: | Muhammad Anhar | ||||||
| Date Deposited: | 19 Nov 2025 03:05 | ||||||
| Last Modified: | 19 Nov 2025 03:05 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56179 |
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