PERAN PEREMPUAN DALAM AKTIVITAS BRANDING COFFEESHOP (Studi pada Valv Coffee dan Something Else Coffeeshop)

The high consumption of coffee in Indonesia has a domino effect on the coffee shop industry. The increase in consumption every year brings growth in the market value of coffee beans which affects the contribution to the expansion of domestic coffee distribution. High coffee consumption has an impact on the emergence of coffee shops with various products and segments. Coffee shops not only sell coffee as a product but also value, social class, and brand image to customers. Branding is known as a series of creative activities carried out by companies to shape customer perceptions, build brand awareness, increase customer loyalty and create impressions aimed at customers so that customers recognize the company's uniqueness and added value. Branding can convey messages clearly to the intended target, establish brand credibility, build an emotional connection between customers and the brand/company, provide suggestions and motivation to make purchases, and ultimately form customer loyalty. Women have an important role in determining the result of a series of branding activities carried out by the company. occupying a central position, today's women are no longer trapped in domestic activities, women are also able to carry out public activities if they so desire