Strategi Branding Kafe Kopi Tutur Rasa Melalui Pemberdayaan Teman Tuli

Waskito, Achmad Derajat (2026) Strategi Branding Kafe Kopi Tutur Rasa Melalui Pemberdayaan Teman Tuli. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study examines the branding strategy implemented by Kopi Tutur Rasa Midtown Hotel through the empowerment of Deaf individuals as part of its brand identity. Kopi Tutur Rasa was selected as the research object because it involves Deaf individuals as baristas in its operational activities and customer service, creating a distinctive experience compared to conventional coffee shops. This study employed a qualitative approach using a case study method. The theoretical framework was based on Kotler and Keller’s Brand Positioning theory, which consists of Point of Difference, Point of Parity, Substantiator (Reasons to Believe), and Brand Mantra. Data were collected through in-depth interviews, observation, and documentation. The findings indicate that Kopi Tutur Rasa’s branding strategy is built through the integration of Deaf empowerment into its brand identity, communication activities, and consistent service practices. The empowerment of Deaf individuals serves as the primary Point of Difference that strengthens the brand identity, supported by professional coffee shop service standards, the implementation of training and employment programs for Deaf baristas, and the company’s consistency in promoting the values of professionalism, equality, and inclusivity. The study concludes that empowering Deaf individuals not only represents a form of corporate social responsibility but also functions as an effective branding strategy that strengthens the brand identity and fosters positive perceptions among management, baristas, and customers.

Item Type:

Thesis (Undergraduate)

Contributors: