| dc.description.abstract | The culinary industry in Indonesia has experienced rapid growth, particularly
in Yogyakarta, which is known both as a student city and popular tourist destination.
Capitalizing on this opportunity, the author established RBK Café & Joglo, a café that
integrates traditional Joglo architectural design with a modern industrial style. This
distinctive concept was chosen to create a unique atmosphere tailored to its target
market, which includes students, young people, families, and tourists. Located in the
strategic Seturan area, RBK Café & Joglo seeks to provide a comfortable space for
customers to relax, study, and socialize. This study addresses key questions regarding
how RBK Café & Joglo develops competitive advantages, overcomes operational
challenges, and implements effective marketing strategies to increase revenue. To
analyze these aspects, the research applies the Blue Ocean Strategy, SWOT Analysis,
and the 4Ps Marketing Mix framework. The findings reveal that RBK Café & Joglo
successfully created a new market space by offering a differentiated concept, fostering
social interactions through events such as communal match screenings, and focusing
on best-selling menu items to reduce customer confusion. | en_US |
