FADHILA, MAULANA IKHSAN (2020) BRANDING KEDAI HOPE MILK TEA KEPADA GENERASI Z KOTA TANGERANG. S1 thesis, Univesitas Mercu Buana Jakarta.
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Abstract
In 2020 there are a lot of good drinks shops, coffee shops, milk tea shops and so on, especially in JABODETABEK area, because there are many enthusiasts of fast food, so many people are flocking to open a tavern business such as Coffee or Milk Tea, because there are many enthusiasts for this one business, there are many beverage entrepreneurs who open for franchising for their cooperation with entrepreneurs who want to wrestle in the world of beverage shops. Especially in this era of technology is increasingly developing that makes it easy for fast-food beverage sellers to grow, by only joining a few service providers to deliver drinks to customers who are far from where the store becomes easier. But many small entrepreneurs who are just starting out in the business world do not think about their branding, even though branding is very important to advance or at least their products can be known. Thus the writer compares Hope Milk Tea. Shop using the principles of Brand Personality in building the image that is highlighted by Hope Milk Tea and so that it can be known by the people of Tangerang, especially generation Z. Keywords : Branding, generation z, milk tea shops, brand personality In 2020 there are a lot of good drinks shops, coffee shops, milk tea shops and so on, especially in JABODETABEK area, because there are many enthusiasts of fast food, so many people are flocking to open a tavern business such as Coffee or Milk Tea, because there are many enthusiasts for this one business, there are many beverage entrepreneurs who open for franchising for their cooperation with entrepreneurs who want to wrestle in the world of beverage shops. Especially in this era of technology is increasingly developing that makes it easy for fast-food beverage sellers to grow, by only joining a few service providers to deliver drinks to customers who are far from where the store becomes easier. But many small entrepreneurs who are just starting out in the business world do not think about their branding, even though branding is very important to advance or at least their products can be known. Thus the writer compares Hope Milk Tea. Shop using the principles of Brand Personality in building the image that is highlighted by Hope Milk Tea and so that it can be known by the people of Tangerang, especially generation Z. Keywords : Branding, generation z, milk tea shops, brand personality
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