Analysis Of Social Media Marketing Strategies And Markerting Mix In Coffee Shop Business Design Blok18 On Purchase Decisions

Deni Anggoro; Al Hasin

doi:10.63922/ijebir.v4i04.2143

Deni Anggoro Universitas Islam indonesia
Al Hasin Universitas Islam Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i04.2143

Keywords: Coffee shop, business strategy, SWOT, Value Proposition, Business Model Canvas, Marketing Mix

Abstract

This study aims to design a business development strategy for Coffee Shop Blok18, a creative coffee shop in Tegal City that carries the concept of creative urban by combining elements of art, community, and customer experience in one space. This study uses a comprehensive analysis approach that includes SWOT, Value Proposition Canvas, Business Model Canvas, and Marketing Mix (7P) to identify strengths, weaknesses, opportunities, and threats, and to develop strategies that are relevant to market needs and business uniqueness. The results of the analysis show that Coffee Shop Blok18 has strengths in its unique creative concept, loyal customer community, and distinctive coffee shop atmosphere. However, there are weaknesses in aspects of similar competition in the coffee shop industry, service efficiency and product diversification. Great opportunities are open through the trend of drinking coffee among young people, the growth of local creative communities, and the potential for digitalization of services. Threats that need to be anticipated include tight competition in the coffee shop industry and fluctuations in raw material prices. The resulting strategy recommendations include strengthening the value proposition through trend-based product innovation, increasing service efficiency with a pre-order system and digitalization of ordering, and strengthening marketing channels through social media and community collaboration. In addition, business expansion strategies and development of customer experience-oriented business models are also formulated to ensure sustainability and long-term growth.

References

Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Ferrell, O. C., Hartline, M. D., & Hochstein, B. (2021). Marketing Strategy (8th ed.). Cengage Learning.
Prepare. (2021). Customer Retention Strategies in the Coffee Shop Industry. Pustaka Niaga.
Hapsari, R., & Wibowo, A. (2021). Lifestyle Trends and Growth of Coffee Shops in Indonesia. Creative Economy, 5(1), 45–52.
Heizer, J., & Render, B. (2016). Operations Management (11th ed). Pearson Education.
International Coffe Organization. (2021). Indonesian Coffee Market Overview. International Coffee Organization.
Investopedia. (2023). Target market: Definition, purpose, examples, market segments. Www.Investopedia.Com. https://www.investopedia.com/terms/t/target-market.asp
Ministry of Agriculture. (2022). Coffee Plantation Commodity Outlook. https://satudata.pertanian.go.id/assets/docs/publikasi/Buku_Outlook_Kopi_2022_compressed.pdf
Kotler, & Keller, K. L. (2016). Marketing Management. Pearson.
Kotler, P., & Amstrong. (2018). Principles of Marketing Seventh Edition. Salemba Empat Publisher.
Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson Education.
Lamb, C. W., Hair, J. F., McDaniel, C., Boivin, M., Gaudet, D., & Snow, K. (2021). Mktg. Cengage Canada.
Lupiyoadi, R. (2015). Service Marketing Management. Salemba Four.
Nagle, T. T., & Müller, G. (2018). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (6th ed.). Routledge.
Pickton, D. (1998). What's SWOT in strategic analysis? Strategic Change, 7, 101–109. https://doi.org/10.1002/(SICI)1099-1697(199803/04)7:23.0.CO; 2-6
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
Porter, M. E. (2004). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
Pramudito, A., & Lestari, D. (2023). Innovation and Digitalization in the Coffee Shop Industry in Indonesia. Media Innovation.
Prasetyo, B. (2021). Coffee Drinking Trends Among Indonesian Teenagers. Nusantara Cerdas.
Pusdatin of the Ministry of Agriculture. (2021). Plantation Commodity Outlook: Coffee 2021. Ministry of Agriculture of the Republic of Indonesia.
Rahardjo. (2020). The Potential of Indonesian Agriculture on the Equatorial Path. Pustaka Nusantara.
Ramadhani, T. (2022). Product Differentiation in Modern Coffee Shop Competition. Journal of Digital Economy, 6(3), 34–40.
Santino. (2024). Latest Coffee Consumption Data in Indonesia. Santino Coffe.
Sari, M. P., & R, N. (2023). Consumer Trends and Innovation Strategies for Coffee Business in Indonesia. Journal of Business Management, 11(2), 88–97.
Schalock, R. L. (2011). Reflections on the Implementation of Quality of Life Approaches in Service Delivery and Research. Journal of Intellectual & Developmental Disability, 36(3), 155–167. https://doi.org/https://doi.org/10.3109/13668250.2011.582556
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Suharyanto, A., & Haryanto, D. (2020). Changes in Coffee Consumption Patterns Among Urban Communities. Journal of Social Humanities, 12(2), 134–142.
Sutisna. (2020). Consumer Behavior and Marketing Communication. Teenager Rosdakarya.
Tjiptono, F. (2019). Marketing Strategy. Andi Publisher.
Toffin Indonesia. (2019). Indonesian Coffee Annual Report 2019: The Rise of Coffee Shops. Toffin Research.
Toffin Indonesia. (2020). Coffee Consumer Trends Report 2020. Toffin Research.
Trulline, A. (2021). Modern Marketing Management. Trulline Publishing.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
Yuliana, A. (2022). The Dynamics of Coffee Shop Business Competition in the Digital Era. Journal of Creative Business, 8(1), 12–19.