The Aesthetic Local Coffee Shop Phenomenon in Bandung: Brand-ing Strategy and Its Impact on the Image of a Creative City

Ratih Amelia; Cici Handayani; Debora Tambunan; Rafida Khairani; Prianda Pebri

doi:10.64276/ams.v1i2.49

Authors

Ratih Amelia Politeknik Unggul LP3M
Cici Handayani Politeknik Unggul LP3M
Debora Tambunan Universitas Mahkota Tricom Unggul
Rafida Khairani Universitas Prima Indonesia
Prianda Pebri Universitas Muhammadiyah Asahan

DOI:

https://doi.org/10.64276/ams.v1i2.49

Keywords:

branding strategy, urban consumption culture, creative city image, aesthetic coffeeshop, Bandung

Abstract

This research examines the relationship between branding strategy, urban consumption culture, and the creative city image within the context of aesthetic local coffeeshops in Bandung. A quantitative explanatory method was employed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with data collected from 200 respondents who had visited local coffeeshops in Bandung during the last six months. The results show that branding strategy significantly and positively affects urban consumption culture (β = 0.68, p < 0.001) and directly influences the creative city image (β = 0.32, p < 0.001). Urban consumption culture also has a significant positive effect on the creative city image (β = 0.49, p < 0.001) and partially mediates the relationship between branding strategy and the creative city image (β = 0.33, p < 0.001). These findings indicate that aesthetic branding and experiential marketing practices in local coffeeshops play an important role in shaping consumer behavior and strengthening Bandung’s reputation as a creative and innovative city. The study provides theoretical contributions to the discussion of creative city branding and offers practical implications for café entrepreneurs and local government in developing creative-based urban ecosystems

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