PENGEMBANGAN USAHA KECIL COFFEE SHOP MELALUI KOMUNITAS MUSIKHARDCORE (STUDI PADA COFFEE SHOP AMORFATI KEPANJEN MALANG)

High mobility and busyness, work demands and cultural changes that make someone experience fatigue so that they start to relieve their fatigue by hanging out with friends, going to the mall, shopping, or relaxing with a cup of coffee at a Coffee Shop. Coffee shops are one of the places that are very popular with teenagers today to be used as a Hangout place. This has given rise to many Coffee Shop UMKM with different concepts. The importance of this research for the community is that this Hardcore community can have an impact on Coffee Shop UMKM in the Kepanjen area to get more profit. In presenting the data that will be presented, the researcher has chosen or determined informants as research subjects to obtain data. With promotional media through the Hardcore Music Community, a positive response was felt by the owner of the Coffee shop. Amorfati Coffee comes from an environment close to music. Development in the management of the Amorfati Coffee shop is carried out in collaboration with the hardcore music community which is active in organizing events/gigs created to empower small business units in Kepanjen by inviting local musicians to further empower local potential by holding live music events regularly because music is very popular, especially young people.