Buana, Sekar Fatima Permata (2025) STRATEGI BRANDING COFFEE SHOP PREMIUM SURABAYA DI INSTAGRAM : KOMPARASI DRAMA COFFEE, ALURA COFFEE, DAN COFFEE AT LOUIS. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of technology and digitalization has significantly transformed consumer behavior, including within the food and beverage (F&B) industry. Social media, particularly Instagram, plays a crucial role in shaping new trends and lifestyles, making coffee shops not merely places to enjoy coffee but also social spaces and channels of self-expression. This study aims to identify and compare the branding strategies implemented by premium coffee shops in Surabaya through the Instagram platform, focusing on three cases: Drama coffee, Alura coffee, and Coffee At Louis. This research employs a qualitative approach with data collected through in-depth interviews with marketing representatives from each coffee shop. The analysis is based on Keller’s Customer-Based Brand Equity (CBBE) model. The results show that all three coffee shops successfully build strong brand equity by applying branding strategies aligned with Keller’s CBBE framework. The similarities lie in the consistency of brand identity and the effective use of social media as a primary channel for visual and emotional engagement with consumers. Meanwhile, the differences appear in how each coffee shop develops unique brand positioning and communication styles tailored to their respective target markets. Keywords: Branding, Coffee Shop, Instagram, Keller’s CBBE, Marketing Strategy
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Sekar Fatima Permata Buana | ||||||||
| Date Deposited: | 26 Jan 2026 04:33 | ||||||||
| Last Modified: | 26 Jan 2026 04:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48773 |
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