Marketing Strategy for the Juro Coffee Shop in Bekasi City, West Java
Keywords:
Coffee Shop, Marketing Strategy, Coffee Products, SWOT, and QSPM.
Abstract
Coffee Shop Juro is a recently established coffee shop in Bekasi City, West Java Province, that requires a more effective marketing strategy to stabilize its fluctuating sales. The objectives of this study are 1) to identify the key internal and external factors influencing the marketing of coffee products at Juro Coffee Shop, 2) to determine the market position of coffee products at Juro Coffee Shop, 3) to formulate alternative marketing strategies for coffee products at Juro Coffee Shop, and 4) to determine the priority of coffee product marketing strategies that can be implemented by the business owner. An IE matrix analysis indicates that the company is in a growth and development phase (Quadrant IV), and the strategies suitable for this position are intensive and integrative strategies. The SWOT analysis yielded five strategic alternatives: collaborating with companies in the Bekasi City area; enhancing the effectiveness of digital marketing through the use of marketplaces and social media; maintaining and ensuring product quality while innovating to address competitive threats; offering products in small-cup sizes; and establishing long-term partnerships with distributors of roasted coffee beans. The results of the QSP matrix analysis show that the top priority strategy for the company to implement is enhancing the effectiveness of digital marketing through the use of marketplaces and social media.
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Watson, E.J., Coates, A.M., Kohler,M. & Ranks, S. 2016. Caffeine Consumption and Sleep Quality in Australian Adults. Nutrients. Vol.8, No.8: 479.
Wijayanti. 2017. Pengaruh Kualitas Layanan terhadap Kepuasan dalam Meningkatkan Loyalitas di Moderasi Harga. Jurnal Ekonomi. Vol. 8, No. 2.
Asgaf, K., Hifizah, A., Astati, Ananda, S., Jamili, M. A., & Mukhlis. (2025). Application of Fermented Feed Technology to Improve Beef Cattle Business Efficiency and Student Agribusiness Learning. Jurnal Penelitian Pendidikan IPA, 11(5), 604–610. https://doi.org/10.29303/jppipa.v11i5.11135
Awalina, R., Asmuti, A., Naspendra, Z., dan Islami, S. 2022. Strategi Peningkatan Daya Saing Pengembangan Agribisnis Kopi di Sumatera Barat. Jurnal Riset Perkebunan. Vol. 3 (1): 18-20
Badan Pusat Statistik, 2023. Produksi Kopi Indonesia 2017-2022. Diakses Agustus 2025
Badan Pusat Statistik, 2024. Statistik Konsumsi Pangan 2024. Diakses Desember 2025.
Balakrishnan, B.KPD., Dahnil, M.I., Wong, J.Y. 2014. The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y. Procedia-Social and Behavioral Sciences. 148: 177-185.
Basha, M.B., Ghafal, A., Al Zarooni, M.A., Al Zoubi, H.M., Ghazal, T.M., Alshuridek, M.T. 2023. An Empirical Evidence from Coffee Shops. Corporate and Business Strategy Review. Vol.4, No.1: 182 - 188.
David, F, R., David, F, R., dan David, M, E, 2020. Strategic Management: Concepts and Cases; A Competitive Approach, 17th Edition. Boston: Pearson.
Dinas Pariwisata dan Kebudayaan. 2021. Jumlah Café Berdasarkan Kabupaten/Kota di Jawa Barat. Diakses 01 Maret 2024.
Fakhrunisa, S. A. 2019. Strategi Komunikasi Pemasaran 372 Kopi di Bandung Journal of Comprehensive Science (JCS), Vol 4(1), 88–100
Faoziyah, U., Rosyaridho, M, F., dan Panggabean, R. 2024. Mengungkap Dinamika Pemanfaatan Lahan Pertanian di Indonesia: Antara Ketahanan Pangan dan Intervensi Kebijakan. MDPI. Vol. 13 (2) : 1-29
Fithriyyah, D., Wulandari, E., dan Sendjaja P, Tuhpawana. 2020. Potensi Komoditas Kopi dalam Perekonomian. Mimbar Agribisnis, Vol. 6 (2):700-714
Hasanah, W., Nasution, Z., Harahap, N.J. 2025. Pengaruh Inovasi Produk dan Cita Rasa terhadap Peningkatan Daya Saing UMKM dengan Variabel Moderasi Merek (Studi Kasus Usaha Bolu Karamel Pasundan di Kota Rantauprapat). Journal of Innovative and Creativity. Vol. 5, No. 3: 24635 - 24646.
Herlinda, D., Lenurhaliza, Wulandari, P., Sofiyanti, Marta, T.A., Riofita, H. 2023. Inovasi Produk dan Daya Tarik Konsumen: Studi Kasus pada Industri Pemasaran. Jurnal Ekonomi Manajemen dan Bisnis. Vol. 1, No. 2: 211 - 221.
Herlyana, E. 2012. Fenomena Coffee Shop Sebagai Gejala Gaya Hidup Baru Kaum Muda. E-journal UIN Suka, Vol 13(1), 188–204
Herqutanto, T. R., Dewi, D. K., Soemarko, D. S., & Syam, A. F. 2024. Coffee consumption and alertness: a study among office workers in Jakarta. Frontiers in Nutrition, Vol. 11.
Jinyi, X. 2024. Marketing Strategy of the Coffee Industry Under High saturation of Globalized Brands. Proceedings of the 2nd International Conference on Management Research and Economic Development : 273-279.
Kementerian Pertanian Republik Indonesia. 2022. Statistik Konsumsi Pangan Tahun 2022 Diakses Desember 2025.
Kotler and Amstrong. 2018. Prinsip-Prinsip Pemasaran. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. 2022. Marketing management (15th ed.). Upper Saddle River, NJ: Pearson Education.
Kusuma, A.P.H., Sa’adiyah, H dan Jumantoro, T. R. P. 2025. Konseptualisasi Model Digital Marketing Produk Kopi Guna Mendukung Ketahanan Pangan Berkelanjutan di Desa Gerahan. TEKIBAR: Jurnal Teknologi dan Pengabdian Masyarakat, Vol. 5 (2):137-138.
Mukhlis, Noer, M., Nofialdi, & Mahdi. (2019). Analysis of income and feasibility of rice-cattle integration system farming based on enterprises scale. Journal of Advanced Research in Dynamical and Control Systems, 11(7), 544–553. Retrieved from https://www.jardcs.org/abstract.php?id=2678
Mukhlis, M., Ismawati, I., Sillia, N., Fitrianti, S., Ukrita, I., Wisra, R. F., Raflis, H., Hendriani, R., Hanum, L., Ibrahim, H., Nofianti, S., Marta, A., & Sari, N. (2024). Characteristics of Production Factors and Production of Zero Tillage System Rice Farming. Jurnal Penelitian Pendidikan IPA, 10(8), 6013–6019. https://doi.org/10.29303/jppipa.v10i8.8542
Muslimin, Z., Zainuddin, M.Z., Saputra, M.K. 2022. Strategi Pemasaran untuk Meningkatkan Penjualan pada Usaha UMKM Sederhana Studi Kasus Desa Konda Kecamatan Konda. Journal of Economic and Business. Vol.3 No.2: 132-149.
Nabilla, A.G. & Tuasela, A. 2021. Strategi Pemasaran dalam Upaya Meningkatkan Pendapatan pada Diva Kraoke Rumah Bernyanyi di Kota Timika. Jurnal Kritis. Vol. 5 No.2: 17 - 40.
Rangkuti, Freddy. 2009. Strategi Promosi yang Kreatif dan Analisis. KasusIntegrated Marketing Communication. Jakarta: Gramedia Pustaka Utama
Sari, I. P., & Medyani, T. E. 2018. Harga dan Physical Evidence Terhadap Kepuasan Pelanggan. Journal Socio E-cons.Vol. 10, No. 1:37
Sembiring, A.C., Tampubolon, J., Purnasari, N. 2023. Peningkatan Pengetahuan Petani Kopi Karo dalam Pengolahan Pasca Panen Buah Kopi di Desa Buluhnaman Sumatera Utara. Jurnal Mitra Prima. Vol. 5, No. 2: 1-4.
Song, J. 2024. A Study on the Brand Marketing Strategy of Luckin Coffee Based on SWOT Analysis. Proceedings of 8th International Conference on Economic Management and Green Development: 185-190.
Sugiyono. 2018. Metode Penelitian Kuantitatif dan Kualitatif dan R&G. Bandung: Alfabeta.
United States Department of Agriculture. Coffee: World Markets and Trade, 2023. Diakses Desember 2025.
Watson, E.J., Coates, A.M., Kohler,M. & Ranks, S. 2016. Caffeine Consumption and Sleep Quality in Australian Adults. Nutrients. Vol.8, No.8: 479.
Wijayanti. 2017. Pengaruh Kualitas Layanan terhadap Kepuasan dalam Meningkatkan Loyalitas di Moderasi Harga. Jurnal Ekonomi. Vol. 8, No. 2.
Published
2026-06-24
How to Cite
Mudatsir Najamuddin, Farida, Armaeni Dwi Humaerah, & Eny Dwiningsih. (2026). Marketing Strategy for the Juro Coffee Shop in Bekasi City, West Java. International Journal of Economics, Business and Innovation Research, 5(04), 6112-6129. https://doi.org/10.63922/ijebir.v5i04.5431
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