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IZZAH, NURUL
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Religion Arts Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Transportation Other

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Journal : Jurnal Manajemen Komunikasi

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Maximizing brand image building as a semi-pub café through emotional branding Izzah, Nurul; Sumartias, Suwandi; Perbawasari, Susie
Manajemen Komunikasi Vol 8, No 2 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v8i2.49682

Abstract

This research discusses a café in Makassar City called Pyur for You Café, which decided to rebrand when it was threatened with permanent closure due to the Covid-19 pandemic in 2021. The café previously had a work-friendly concept and was then rebranded as a semi-pub café, which implemented emotional branding. This study aims to analyze the Pyur For You café, discuss the background of the Pyur For You café in choosing to apply emotional branding to a new café concept, discuss the process of creating its identity, and analyze how the Pyur For You café applies the emotional aspect of branding to a new concept. So that consumers are attached to the café and prefer the Pyur For You Café over other competitors. This research is a qualitative case study with informants from the café, namely, the owner and staff, who understand the application of emotional branding. The author also randomly selected five consumers who met in the Pyur For You café area to conduct in-depth interviews. The results of the interviews regarding rebranding were analyzed through the four basic pillars of emotional branding, according to Marc Gobe. The findings show that the Pyur For You café has implemented the basic concept of emotional branding, which is communicated through relationships with consumers, the interior design of the café, events held, and food served. However, its application can still be maximized.
Co-Authors Abdullah, Ramadhani Amalia, Reny Rahma AMALUDDIN Ammade, Salasiah Anisa Utami Annisa Utami Ardiyanti, Sekar Dwi Asrizal Balqista, Azah Nadya Cahya Ramadhan, Saskia Djaja, Benny Dyah Utami, Dyah Efendi, Rahman eni, suci Failasofah Fatni Mufit Fitri, Aisah Nur Fuadi, Abdul Hafizh Nur Gani Haryana Haidir, Haidir Harfiani , Rizka Haromiah, Ismi J, Ghina Salsabila Jirana M , Nurul Kamaruddin Hasan Khamdun Latifa, Ammang Lisa, Hellya Ramona MADLAZIM MASBIROROTNI Mawansa, Akri Muasssomah, Muassomah Muhammad Fajar Mulyana, Venny Navyanti, Faradya Nur, Rafi'ah Nurfadhillah, Septy Panagara, Fathi Hisyam Putri, Yecha Febrieanitha Ramadhana, Saskia Cahya Retno Wulandari Rina Husnaini Febriyanti, Rina Husnaini Sakdanur Nas, Sakdanur Septiana, Elyza Setia Budhi Setianti , Yanti Siti Hajar Siti Halimah Sonia, Gina Sudirman, Maman Suriani, Wiwin Susie Perbawasari Suwandi Sumartias Syahputra Mahmud, Surya Tiara, Olga Triyo Supriyatno Ustianingsih, Laysia Vira Noviana, Karisma