ANALISIS PERSEPSI KONSUMEN TERHADAP STRATEGI BRANDING ZERO WASTE DI KEDAI KOPI: Studi Kasus Work Coffee Indonesia Cabang Bandung

Adlia Nursyabani, - (2024) ANALISIS PERSEPSI KONSUMEN TERHADAP STRATEGI BRANDING ZERO WASTE DI KEDAI KOPI: Studi Kasus Work Coffee Indonesia Cabang Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Usaha food and beverage dalam industri hospitality merupakan salah satu usaha yang meningkatkan nilai investasi nasional, salah satunya kedai kopi. Namun, usaha food and beverage juga menjadi salah satu usaha yang rentan memberikan dampak terhadap lingkungan, alam, keamanan maupun aspek global lainnya, seperti emisi gas rumah kaca. Salah satunya disebabkan oleh limbah makanan. Maka dari itu diperlukannya penanganan terhadap limbah, salah satunya dengan menggunakan konsep zero waste. Work Coffee Indonesia cabang Bandung merupakan usaha food and beverage yang melakukan branding zero waste. Dengan begitu tujuan dari penelitian ini ialah untuk mengetahui persepsi konsumen terkait implementasi branding zero waste. Penelitian ini menggunakan pendekatan dan metode jenis kualitatif dengan desain penelitian studi kasus. Pengambilan data dengan cara observasi, wawancara, dan dokumentasi. Hasil penelitian ini dapat disimpulkan bahwa strategi branding zero waste yang dilakukan Work Coffee Indonesia cabang Bandung cukup efektif karena menurut konsumen pesan yang ingin disampaikan mengenai branding zero waste dapat sampai ke konsumen. Hampir kebanyakan konsumen menyadari dari kemasan dan peralatan ramah lingkungan yang Work Coffee Indosia cabang Bandung gunakan. Untuk penelitian yang akan datang dapat meneliti strategi branding zero waste di Work Coffee Indonesia cabang Bandung dengan kedai kopi lainnya. Kata Kunci: Persepi konsumen, zero waste, strategi branding. The food and beverage business in the hospitality industry is one of the business that enhances national investment value, including coffee shop. However, the food and beverage business is also vulnerable to impacting the environment, nature, security, and other global aspects, such as greenhouse gas emissions. One of the contributing factor is good waste. Therefore, waste management is necessary, one of which is by using the concept of zero waste. Work Coffee Indonesia Branch in Bandung is a food and beverage business that implements zero waste branding. Hence, the aim of this research is to understand consumer perceptions regarding the implementation of zero waste branding. This study employs a qualitative approach and a case study research design. Data collection is done through observation, interviews, and documentation. The results of this research can be summarized that the zero waste branding strategy implemented by Work Coffee Indonesia Branch in Bandung is quite effective because according to consumers, the message about zero waste branding reaches them. Most consumers are aware of the environmentally friendly packaging and equipment used by Work Coffee Indonesia Branch in Bandung. For future research, it is recommended to investigate zero waste branding strategy at Work Coffee Indonesia Branch in Bandung compared to other coffee shops. Keywords: Consumer perception, zero waste, branding strategy

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Taufik Abdullah : 6127535 Aan Khosihan : 6750818
Uncontrolled Keywords: Persepi konsumen, zero waste, strategi branding
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Adlia Nursyabani
Date Deposited: 22 Aug 2024 06:09
Last Modified: 22 Aug 2024 06:09
URI: http://repository.upi.edu/id/eprint/120662

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