ESC
Web of Science
Entrepreneurship and Sustainability Issues Open Access Q1
Scopus - coverage starting with 2017 material
Received: 2019-11-20  |  Accepted: 2020-07-27  |  Published: 2020-09-30

Title

Configuring the sustainable strategy of internet cafe in Yogyakarta, Indonesia, to remain popular in nowadays


Abstract

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.


Keywords

Indonesia, internet cafe, sustainable strategy, warnet, Yogyakarta


JEL classifications

L84 , L86 , Y40


URI

http://jssidoi.org/jesi/article/675


DOI


Pages

1122-1132


Funding

This paper is a part of the project ‘Consumption Practices of Internet Cafe Users in Yogyakarta’, which is funded by Indonesia Endowment Fund for Education (LPDP).

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Wibowo, Tangguh Okta
Gadjah Mada University, Yogyakarta, Indonesia https://ugm.ac.id
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Udasmoro, Wening
Gadjah Mada University, Yogyakarta, Indonesia https://ugm.ac.id
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Noviani, Ratna
Gadjah Mada University, Yogyakarta, Indonesia https://ugm.ac.id
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Journal title

Entrepreneurship and Sustainability Issues

Volume

8


Number

1


Issue date

September 2020


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

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References