Brand and brand positioning has become very important in today’s global
world. Every sector has to create a brand and increase brand awareness to the
society where the interactions have increased tremendously. Brand positioning
describes how a brand is not quite the same as its rivals and how it sits in the
customers minds. That’s means when a brand can positions themselves very well,
the chances to success will increase. The main purpose of this thesis is to
investigate the impact of customer satisfaction and social activities towards to
brand positioning. The survey is conducted in the one of famous coffee shop in
Yogyakarta, Lantai Bumi Coffee. The result show that there is a meaningful
relationship between customer satisfaction and brand positioning of Lantai Bumi
Coffee. There’s also a meaningful relationship between social activities and
brand positioning of Lantai Bumi.