CONFIGURING THE SUSTAINABLE STRATEGY OF INTERNET CAFE IN YOGYAKARTA, INDONESIA, TO REMAIN POPULAR IN NOWADAYS

This paper deals with examining through analysis of the sustainable strategy of internet cafe to remain popular in nowadays. This research aims to examine the case study of the two internet cafe business chains in Yogyakarta, Indonesia. In particular, previous studies about internet cafe highlighted local and global consumption which relied on internet connection. Here this paper provides the discovery that consumers use internet connection only as a complement in the internet cafe. Besides, this paper considers that shifting an image for internet cafe is very important. This research applied the interdisciplinary approach. To conduct the research, the authors employed several methods: observations in the period of January to June 2018, in-depth qualitative interview with managers and consumers for supporting the analysis. The results of this paper indicate that internet cafes in Yogyakarta are successful in creating a strong local brand. They created line product categories with the concept of internet cafe regarding internet services as a place for hangout, co-working space, high-speed wifi connection, and access to almost all digital content provided free of charge. The role of global strategies is adopted to build a strong brand. It can be seen that the impact on customers who have a positive perception to gauge the benefits of internet cafes. The intersection between global strategy, standardization, and adaptation is an effective strategy to increase the sustainability development of internet cafe nowadays.