Analisis Strategi Branding "Coffee Shop" Berbasis Komunitas Dalam Menciptakan Customer Engagement di Medan

Abstract

This study aims to analyze community-based branding strategies implemented by coffee shops in Medan and their impact on creating customer engagement. Amidst the market saturation of the coffee industry in Medan, functional product superiority is no longer sufficient to maintain loyalty, making relational approaches through communities a strategic alternative. Using a qualitative method with a case study approach, data were collected through in-depth interviews, participatory observation, and documentation studies at three coffee shops representing creative, hobbyist, and professional community bases in Medan. The results indicate that community-based branding strategies are implemented through three main pillars: providing physical space as a "third place," the role of the barista as a social facilitator (community orchestrator), and the organization of consistent shared rituals. These strategies have proven effective in creating customer engagement at both emotional and behavioral levels, characterized by high visit frequency, a sense of brand ownership, and voluntary promotional activities by customers on social media. This study concludes that the key to coffee shop resilience in Medan lies in the ability to transform traditional "ngopi" culture into an inclusive modern community ecosystem.