Branding Cafe House Kopi Rohani di Kota Malang


  • Ratih Juliati Universitas Muhammadiyah Malang
  • Arfida BR Universitas Muhammadiyah Malang


Branding, Marketing Strategic, Segmentation, Targeting and Positioning (STP)


The growth of the café house business in Malang is like a mushroom in the rainy season. Its rapid development is an answer to the needs of coffee lovers especially students, and thus, the cafe house business is flourishing around campus. The desire to establish an easily recognized among many café house business in Malang City has been is a challenge  for business partners, therefore, the name of “KOPI ROHANI” Café is recruited. Business partners need support from other partners to help starting their business. Marketing strategy in order to famous easy through branding efforts is the solution; cafe with a clear concept and specific consumer segmentation is predicted to be able to compete. The concept of branding with tagline: "Get Coffee as your prefer, Get paid as your sincere"; means that is not just giving satisfaction, but also training the honesty and sincerity of consumers. Efforts to overcome problems by providing solutions for business partners through  giving counseling and training on the importance; 1) the importance of determining Segmentation, Targeting and Positioning (Tagline), 2) the importance of branding for new cafe house businesses, and 3) conducting workshops on designing and creating branding includes designs naming/brand, terms symbols, tagline


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How to Cite

Juliati , R., & BR , A. . (2020). Branding Cafe House Kopi Rohani di Kota Malang. Prosiding SEMADIF, 1. Retrieved from




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