Google Maps Review sebagai User Generated Content dalam membentuk Brand Image Kedai Kopi (Studi pada Kedai Kopi Sanubari Coffee Bar di Kota Malang)

This research aims to explore the role of User Generated Content (UGC) in the form of reviews on Google Maps in shaping the Brand Image of coffee shops, with a focus on the case study of Sanubari Coffee Bar in Malang City. Through a qualitative approach and content and messege analysis, the research findings indicate that consumer reviews tend to be positive regarding product quality, comfortable ambiance, affordable prices, and good service. The roles of UGC, Brand Image, and Persuasive Communication Theory are evident in the process of forming prospective consumers' perceptions of Sanubari Coffee Bar. Therefore, consumer reviews on Google Maps serve not only as information but also as a significant persuasive communication tool that influences the coffee shop's brand image. This study offers valuable insights for coffee shop owners in understanding the importance of UGC in building and strengthening Brand Image, as well as its potential impact on consumer decisions.