Pola Perilaku Pengunjung terhadap Tata Ruang di Homwok “Authentic Coffee” Sutomo sebagai Respons dari Strategi Branding

Abstract

Title: Visitor Behavior Settings Towards Spatial Layout at Homwok “Authentic Coffee” Sutomo as a Response to Branding Strategy

As a student city, Yogyakarta presents business opportunities for coffee shops to create spaces supporting student and worker activities such as reunions, studying together, or doing assignments. The large business opportunities are balanced with many competitors, so coffee shop entrepreneurs must develop their businesses creatively. One strategy that can be used is through an interior arrangement that can support target market activities. Homwok “Authentic Coffee” Sutomo is a coffee shop in the city of Yogyakarta that uses a branding strategy to give visitors an impression represented in the layout of the space and furniture. The method used in this research is direct observation using behavior mapping techniques to determine the condition of the space and its influence on visitor behavior patterns. Through this research, the author found that spatial planning, including dividing zones according to visitor activities and choosing the type of furniture, can influence visitor behavior patterns.