Strategi Co-Branding Teras Rayu Cafe dan Boja Astama Event Planner Dalam Membentuk Branding Image. (Co-Branding Strategy of Teras Rayu Cafe and Boja Astama Event Planner in Forming a Branding Image).

Warddani, Winda Kurnia (2024) Strategi Co-Branding Teras Rayu Cafe dan Boja Astama Event Planner Dalam Membentuk Branding Image. (Co-Branding Strategy of Teras Rayu Cafe and Boja Astama Event Planner in Forming a Branding Image). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In the competitive business world, finding innovative strategies is the key to winning the hearts and minds of consumers to use the products/services you have. The cafe industry has experienced rapid growth in recent years, especially in big cities. Cafe not only offer food and drinks, but also unique experiences that appeal to various consumer segments. Currently, an increasingly popular strategy used is co-branding. By using co-branding, companies can take advantage of existing positive images from other brands to improve their brand image. In this study, researchers used Jones and Pitman's Impression Management Theory which introduced 5 strategies or methods used to present oneself. The research method used is a descriptive qualitative approach. Data was obtained through observation, interviews and documentation. Based on the data obtained by the researcher during the research process, the results showed that the co-branding strategy of Teras Rayu Cafe and Boja Atama Event Planner was in forming a brand image using impression management theory. The researcher found a trend in the strategy used by Teras Rayu Cafe and Boja Astama Event Planner in their co-branding activities. The common strategies in the co-branding activities carried out are using ingratiation, self-promotion, exemplification and intimidation strategies. Meanwhile, the supplication strategy is not used.

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