Marketing is the main activity carried out to maintain business benefit, develop, and receive. Therefore, to attract consumers to make purchases, business people must be able to implement STP (Segmenting, Targeting, Positioning) strategy. This study aims to determine the segmenting, targeting, and positioning strategies used by Pan Java Cafe in forming a brand image. The method used in this research is descriptive qualitative, with data collection through interview and documentation. Then the data are analyzed using data reduction, data presentation and drawing conclusion. The results shows that the Pan Java strategy segmentation is based on Demographic, Psychographic and Behavioral segmentation. In the targeting strategy, Pan Java Cafe sets a target, where only the marketing team is in the upper middle class community such as Civil Servant (PNS), student, teacher, lecturer, and tourist. Meanwhile, Pan Java's strategic positioning positions its business as a tourist village or cafe that offers a place with a different, unique, comfortable, and safe atmosphere. Currently, Pan Java has formed a brand image as a cafe which is made up of local products.