Creativity Process of Naming the Coffee Menu as a Part of Marketing Communications

Abstract

Coffee is one of the easiest drinks found in various places in Indonesia. Nowadays, drinking coffee has become a culture inherent to most people. Bersama Disini coffee shop as the subject of research chosen because researchers see that the coffee shop has just stood up and already has a good rate of sales. Researchers want to analyze the creative process of naming the Bersama Disini coffee shop and what is the implementation in the Marketing communication section. In this research, researchers use several theories such as creativity theory, creative process theory, communication theory, and marketing communication theory. It is written using a descriptive qualitative research approach with case study methods. The collection of data is done by interviewing the owner of the Bersama Disini coffee shop, creative practitioners, and marketing communication practitioners to know the response of the creative process of naming that is made to how to apply the name of the shared coffee shop menu here in the marketing communication section. The results of this study showed that the creative process in the naming of the coffee menu as part of the marketing communication conducted by the Bersama Disini coffee shop shows a different creative process for each of the coffee menu naming found. Keyword: Coffee, creativity, marketing communication