Konstruksi Barista Perempuan Sebagai Strategi Komunikasi Pemasaran di Coffe shop Kopimana27

2019 ◽  
Vol 7 (2) ◽  
pp. 61-67
Author(s):  
Maurilla Ariezka Aldha M
Keyword(s):  
Qualitative Methods ◽  
Marketing Strategy ◽  
Positive Response ◽  
Marketing Strategies ◽  
Coffee Shop ◽  
New Development ◽  
Loyal Customers

The development of coffeeshop which is dominated by Barista Perempuan is a new development as a strategy that can be implemented in a coffee shop, one of which is Kopimana27 which raises the icon of women. The purpose of this study was to determine the construction of women's baristas as marketing strategies in Kopimana27 and to determine the role of baristas as marketing strategies in Kopimana27. This study uses qualitative methods and constructivist paradigms. The results of this study are Kopimana27 in conducting marketing strategy 4, namely product, place, price and promotion. Construction of Kopimana27 in its female Barista by presenting communicative and informative Barista to its customers, Kopista27 Barista must have knowledge of the Coffee shop according to the existing SOP. The role of barista women in Kopimana27 in increasing sales significantly with a positive response from loyal customers Kopimana. Dega thus, the specialty of Barista Kopimana27 is described as an icon in their flagship product, the wife's milk coffee.

scholarly journals Analysis of Marketing Strategies to Increase Sales at PT. Karya Tunggal Properti

Jurnal Office ◽  
2018 ◽  
Vol 4 (2) ◽  
pp. 103
Author(s):  
Aidil Amin Effendy
Keyword(s):  
Qualitative Research ◽  
Data Collection ◽  
Qualitative Methods ◽  
Marketing Strategy ◽  
General Property ◽  
Deep Understanding ◽  
Study Data ◽  
Marketing Strategies ◽  
Research Approach ◽  
Sales Growth

Innovative and creative marketing strategies must always be carried out so that the company does not experience a loss in sales so that if it is unable to compete with other companies. The purpose of this study was to determine the implementation of the marketing strategy of PT. Karya Tunggal Properti Pamulang Tangerang Selatan and know the implementation of the marketing strategy of PT. Karya Tunggal Properti Pamulang, Tangerang Selatan to increase sales. In this study, the research approach used is to use qualitative methods. Qualitative research is aimed at gaining a deep understanding of the situation at hand. In this study, data collection techniques used in qualitative methods are interviews, observation, and documentation. The research results obtained, namely in general property products managed by PT. Karya Tunggal Properti experienced sales growth from year to year, but the target of the company has not been achieved. The unit sales data obtained are a total of 20 housing units sold from 2017 totaling 8 units and in 2018 totaling 12 units, while the target given by the company is 36 units so that the realization of the percentage obtained only reaches 22.22% and 33.33 %, but sales from 2017 to 2018 increased by 11.11%. The success of increasing sales of PT. Karya Tunggal Properti for 1 year was obtained from the implementation of marketing strategies, including product strategy, price, promotion, and place.

scholarly journals The role of culture in the determination of a standardized or localized marketing strategy

2008 ◽  
Vol 39 (2) ◽  
pp. 37-44 ◽  
Author(s):  
C. H. Van Heerden ◽  
C. Barter
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Exploratory Study ◽  
International Marketing ◽  
Marketing Strategies ◽  
Target Market ◽  
International Environment ◽  
International Marketing Strategy

Given that culture is an important factor in the international environment, it is a necessity that culture be well understood in order to achieve success in international marketing strategies. Previous research focused more on the broader influence of culture on marketing strategies, with few studies focusing on the way in which culture and marketing affect and are effected by one another, culture’s role in the localisation or standardisation of a marketing strategy, as well as which elements of the marketing strategy to standardise versus localise. The sample was drawn from key employees working within reputable multinational organisations in South Africa. No hypotheses were formulated or tested but instead this exploratory study identified areas, which have not been researched in South Africa and eight propositions based on the findings were formulated. The findings indicate that culture plays a very important role in the overall formulation of an international marketing strategy, and it was not conclusive whether such a strategy should be standardised or whether it should be localised. Generally, the responses suggest that a marketer’s strategy should suit the local culture in order to reach them and have the desired effect on the target market, and not the other way around because such evolutions could take an extensive amount of time in order to achieve marketing goals.

Evolution of the perception of marketing. Marketing strategy design

2019 ◽  
Author(s):  
Валерий Грушенко ◽  
Valyeriy Grushyenko
Keyword(s):  
Marketing Strategy ◽  
Customer Orientation ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Marketing Plan ◽  
Teaching Activities ◽  
Strategic Plans ◽  
Strategy Design ◽  
Business Orientation

The material presented in the publication is the result of many years of research and practical consulting and teaching activities in the field of design and application of modern principles and methods of marketing, in particular, strategic plans and strategies. The manual analyzes the evolution of concepts and the role of marketing in the management of the company. Special attention is paid to the two concepts of marketing proposed by the author: the concept of orientation business and service marketing on the product as the main source of income and the concept of business and marketing in customer orientation, performing the role of the main source of income of the firm. The book reveals the methods, models and methods of designing marketing strategies and marketing plan, taking into account the selected business orientation, acquired in practical consulting activities. The manual can be recommended to students in the study of General theoretical management disciplines "Fundamentals of management", "Marketing", as well as undergraduates and specialists in the field of management in the study of applied courses on the design of General corporate and marketing strategies.

scholarly journals Marketing Strategy of the Indonesian Soldier Museum to Increase Tourist in Supporting Awareness of Defending the Country

2021 ◽  
Vol 3 (3) ◽  
pp. 158-166
Author(s):  
Sri Sundari
Keyword(s):  
Qualitative Methods ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The State ◽  
Historical Education ◽  
The Right ◽  
State Defense

Every year the number of visitors to the Indonesian Soldier Museum is decreasing. Even though this museum has a role to support the awareness of defending the state of the Indonesian people. The need to do marketing for museums serves to introduce museums to the Indonesian public. This study aims to analyze marketing strategies and find out various obstacles and obstacles in supporting the awareness of State Defense. This study uses qualitative methods through observation, interviews, and documentation. The resulting data will then be analyzed to be able to find the right marketing strategy to attract the attention of tourists, both from within and outside the country, as well as the obstacles in attracting visitors. The Soldier Museum functions as a historical education facility and has an important role to love Indonesia, increase national and state awareness, strengthen Pancasila as the state ideology and be willing to sacrifice for the country and nation.

scholarly journals The Spatial Design Marketing Strategy of Global Franchises That Take into Consideration the Characteristics of Modern Consumers—A Study Involving the Global Coffee Companies of Starbucks and Blue Bottle

Land ◽  
2021 ◽  
Vol 10 (7) ◽  
pp. 716
Author(s):  
Ji-Eun Kim ◽  
Eun-Soo Park
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Brand Identity ◽  
Coffee Shop ◽  
Spatial Design ◽  
Control Factors ◽  
Experiential Value ◽  
Coffee Shops ◽  
Spatial Identity ◽  
Coffee Price

Coffee shops are evolving into spaces that offer diverse experiences for consumers, with coffee acting as a medium. They are simple venues where people can drink coffee and enjoy and share their cultures with each other; moreover, coffee shops capture the consumers’ complex individuality and values. Considering this trend, it is worth looking at the coffee shop in connection with spatial design marketing, as a place that has endless potential to effectively express the needs of modern consumers through spatial identity and story. Accordingly, this study is focused on global coffee franchises because a single brand can control factors other than spatial design, such as coffee price, quality, brand identity, and service. This study looks at global coffee franchises from the spatial design marketing perspective, to examine the value and importance of a space as not only one of the elements of spatial design, but also as a marketing agent. To this end, spatial design marketing will be presented for Starbucks and Blue Bottle, which are the front-runners of the global coffee franchise sector. This study also explores the meaning of directional space, within the global coffee franchises, a meaning that will be transformative in the future. This study is significant in that it derived three spatial marketing characteristics and six strategies that can enhance the spatial value of coffee shops and the experiential value of consumers. This was accomplished through an approach focused on Starbucks and Blue Bottle, the most representative global coffee franchises. Moreover, the presented spatial design marketing strategies are not only applicable to coffee franchises but also to various commercial spatial design fields, and are expected to be used as a business methodology that can satisfy the needs of modern consumers and increase the unique value of their brand.

scholarly journals Strategi Marketing Mix Dalam Menghadapi Pandemi Covid-19 (Studi Kasus Pada Jolly Coffee Surabaya)

2021 ◽  
Vol 4 (1) ◽  
pp. 20-34
Author(s):  
Siti Nur Wahyu Ningsih ◽  
Aida Octavia Milasari ◽  
Muchammad Saifuddin
Keyword(s):  
Qualitative Methods ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Marketing System ◽  
Consumer Interest

The cafe business in Indonesia is increasingly increased its growth. This is a business field for business activists. Surely a cafe has its own marketing system or what we can call a Marketing Mix. The purpose of this study is to identify the implementation of marketing strategies in cafes in Indonesia, especially in Surabaya. This research uses qualitative methods, namely through observation, document study and interviews with several relevant informants. The results of this study indicate that Cafe Jolly Coffee Surabaya uses a marketing strategy which I believe is appropriate to attract consumer interest and is also used to compete in the cafe sector.

scholarly journals ANALISIS KEPUASAN PELANGGAN MENGGUNAKAN METODE CUSTOMER SATISFACTION INDEX UNTUK MENENTUKAN STRATEGI PEMASARAN MENGGUNAKAN ANALISIS SWOT DI KAFE XYZ

JUMINTEN ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 143-154
Author(s):  
Agus Wahyu Abdirrahman ◽  
Sumiati Sumiati
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Strategies ◽  
Coffee Shop ◽  
Index Method ◽  
Five Dimensions ◽  
Satisfaction Index ◽  
Customer Satisfaction Index

Kafe XYZ  adalah salah satu pelaku usaha di Bidang Warung kopi di kawasan Kota Gresik yang mengarah ke semua kalangan dengan harga yang sangat mudah dijangkau oleh setiap lapisan masyarakat. Di Kafe XYZ belum pernah dilakukan pengukuran tingkat kepuasan pelanggan sebelumnya. Dan permasalahan eksternal yang dihadapi saat ini adalah maraknya bermunculan pesaing dengan konsep sejenis. Berdasarkan permasalahan, metode yang digunakan adalah Customer Satisfaction Index (CSI) dan SWOT. Metode CSI digunakan untuk mengukur tingkat kepuasan pelanggan sedangkan SWOT digunakan untuk merumuskan strategi pemasaran yang akan di terapkan perusahaan. Hasil penelitian yang dilakukan menggunakan metode CSI terhadap lima dimensi kualitas pelayanan menunjukkan angka 74,20% atau 0,7420. Angka tersebut menujukkan bahwa pelanggan sudah merasa puas dengan pelayanan yang telah dibelikan oleh Kafe XYZ. Dari hasil analisa SWOT didapatkan strategi ST (Strength dan Threats) yang berisikan strategi meningkatkan promosi, pembacaan tren atau fenomena, mengamati langkah pemasaran pesaing, dan  meningkatkan cita rasa khas.   Kata kunci: Kepuasan Pelanggan, Metode Customer Satisfaction Index, Metode SWOT, Strategi Pemasaran.     ABSTRACT Kafe XYZ is one of the entrepreneurs in the field of the Coffee Shop Sector on Gresik City area that leads to all quarters with a price that is easily reached by each layer of the community. At Kafe XYZ has never done the measurement  of the customer satisfcation before. The external problem that arises at this time is the emergence of similar concepts. Based on the problem, the methods used are the Customer Satisfaction Index (CSI) and SWOT. The CSI method is used to measure the customer satisfaction and SWOT used to formulate a marketing strategies that will practiced in the company. The results of research conducted uses the CSI method on five dimensions of service quality showed a figure 74.20% or 0.7420. This figure suggests that the customers had been satisfied with the services have been paid for by Kafe XYZ. From the SWOT analysis, it is found that the ST (Strength and Threats) strategy contains strategies to increase promotion, reading of a  trend or phenomena, observe results of competitors' marketing steps, and incrase distinctive tastes..   Keywords : Customer Satisfaction, Customer Satisfaction Index Method, SWOT Method, Marketing Strategy.

scholarly journals Salt Marketing Strategy in Lombok Timur Regency, Nusa Tenggara Barat

2021 ◽  
Vol 10 (1) ◽  
pp. 95
Author(s):  
Mohammad Subhan ◽  
Prawita Anggeni ◽  
Sirrul Hayati
Keyword(s):  
Human Resources ◽  
Qualitative Methods ◽  
Marketing Strategy ◽  
Production Technology ◽  
Small And Medium Enterprises ◽  
Marketing Channels ◽  
Operational Costs ◽  
Medium Enterprises

Marketing is the main problem felt by salt farmers in East Lombok Regency, especially during the harvest season, which has an impact on the conversion of the salt pond land to cultivation land. This research aims to: 1) identify salt marketing channels in East Lombok Regency, 2) develop salt marketing strategy in East Lombok Regency. This research uses qualitative methods and the data will be analyzed by SWOT analysis.Efficient salt marketing occurs when the marketing channels include producers (salt farmers)-cooperatives /micro, small and medium enterprises-consumers, because it can shorten marketing channels and-reduce operational costs. Marketing of salt in East Lombok Regency can be carried out with several strategies, namely: 1) Maximizing the role of cooperatives and micro, small and medium enterprises in salt marketing, 2) Improving the quality of human resources in managing the salt business, 3) Formulating regulations on salt trading, and 4) Providing production technology training to salt farmers and salt micro, small and medium enterprises.

The role of the marketing strategy process in the innovativeness-performance relationship of SMEs

2017 ◽  
Vol 35 (3) ◽  
pp. 298-315 ◽  
Author(s):  
Lucas Finoti ◽  
Simone Regina Didonet ◽  
Ana Maria Toaldo ◽  
Tomás Sparano Martins
Keyword(s):  
Marketing Strategy ◽  
Organizational Performance ◽  
Two Dimensions ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Strategy Process ◽  
The Relationship

Purpose The purpose of this paper is to examine the mediating role of the marketing strategy process in the relationship between innovativeness and organizational performance in SMEs. Design/methodology/approach The partial least squares-structural equation modeling technique was used to analyze data from Brazilian SMEs that belong to the software sector. Innovativeness was considered as a cultural aspect of the firm, which is related to being open to new ideas. The marketing strategy process was analyzed considering its two dimensions, i.e., formulation and implementation of marketing strategies. Organizational performance included variables of market, financial and innovation performance. Findings The results show that innovativeness positively influences organizational performance through the marketing strategy process. Specifically, the formulation of marketing strategies mediates the relationship between innovativeness and organizational performance. Implementation by itself does not mediate this relationship. When considering the path formulation→implementation as mediator, the influence is positive, i.e., formulation positively influences the implementation of marketing strategies and this path mediates the relationship between innovativeness and organizational performance. Therefore, the mediating role is stronger when considering the formulation-implementation path than when taking into account the activities of the formulation and implementation of marketing strategies separately. Originality/value This study contributes to the literature by discussing how innovativeness influences SMEs’ performance through subsequent stages of the marketing strategy process. This is one of the first studies to consider activities in the marketing strategy process as a mediator in the innovativeness-performance relationship and explore its sequence.

scholarly journals Marketing Strategy of Madilog Coffee Shop using Influencers through Instagram Social Media

2020 ◽  
Vol 7 (1) ◽  
pp. 191
Author(s):  
Dimas Wibisono
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Positive Impact ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Coffee Shop ◽  
Qualitative Research Design ◽  
Technological Advances ◽  
To Come ◽  
Marketing Costs

Marketing Strategy of Madilog Coffee Shop using Influencers through Instagram Social Media (Case Study at Madilog Coffee Shop). This type of research uses a qualitative research design. The number of informants in this study amounted to 4 people (1 Owner and 3 Visitors). Samples will be obtained by using a purposive sampling technique. Data collection techniques can be done by way of interviews (interviews), and observations (observations), and a combination of the three, directly from respondents selected as a sample, which includes data on the identity of respondents. Based on the results obtained using qualitative analysis, it can be concluded in this study that the reason why the marketing strategy of Madilog Coffee Shop Marketing Using Influencers Through Instagram Social Media switches from conventional ways to Instagram marketing, namely, first because of technological advances using mobile phones, consumers are more often using Instagram social media, secondly by using social media marketing especially Instagram can further reduce marketing costs, Thirdly by utilizing influencers to increase marketing on Instagram, and have a positive impact on the progress of Madilog Coffee Shop using Influencers through Instagram Social Media, finally the role of place variables / place in the marketing mix can make Madilog Coffee Shop Marketing Strategies use Influencers through Instagram Social Media to come back to Madilog Coffee Shop Marketing Strategies using This Influencer Through Social Media Instagram gives and places an attractive place for consumers and the price is also in accordance with the prices of students. The place according to the researchers is less strategic but with advances in technology and promotion strategies that Madilog Coffee Shop.

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