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.

Pengaruh Emotional Branding and Brand ldentity Terhadap Loyalitas Konsumen Coffee Shop di Yogyakarta

2010 ◽  
Vol 5 (1) ◽  
pp. 28
Author(s):  
Petra Surya Mega Wijaya ◽  
Jonathan Herdioko
Keyword(s):  
Social Interactions ◽  
Significant Influence ◽  
Equation Model ◽  
Brand Identity ◽  
Coffee Shop ◽  
The People ◽  
Live Music ◽  
Coffee Shops ◽  
Person Variable

The coffee shop industry in Yogtakarta is growing rapidly. Somelocatiotu arotmd the campuses become the strategic locations for the coffee shops. These shops are altractive alternatives for the people especially the stadents for discttssions or social interactions. They offer variuts serttice alternatives in accordancewith their segments. on cmerage, the industry offersaffardable prices for all Hnds of ctstomers especially students with qcellent senices. The competition among the shops is diverse to attract costumers in forns of the menus, drinb, hotspotfacility, live music, etc.Nearly every night especially on Scurdays or &ring holidays, thecoffee shops become the main destinations of people. The phenomenon is interesting to study especially the attitudes of the castomers of the coffee shops in Yogtalrarta. With the reason, this research attempts to see the influmce ofemotional branding and brand identity on the loyalty of the anstomers of the coffee shops in Yogtakarta.To lotow the inJluence, there were 200 questionnatres distributed to the people who have visited od shopped in the coffee shops in Yogtalarta &tring six montlzs since this research began. The analysis instrwnent to arutwer the lrypothesis is Strtrctural Equation Model (SEM).  The analysis indicates o significant influence on the relational vwiable on the brand as person, the fue serutes uperierce variable toward the brand as prgfluct, the imagery variable toward the brands as pro&tct, thebrand as person, and the Walty, as well as the brond as person variable toward loyalty. In addition, there is a non-signiJicant inJluence, namely the relatiorwl variable toward the brod as product, and loyalty, the five-serce wperience voriable toward the brmtd as person and loyalty, as weli the brondvriable as product toward loyalty.Kelwords: Emotional Branding, Brand ldentity, Loyalty, SEM, Coffee Shop Industry

scholarly journals STRATEGI PEMASARAN KOPI SPECTRUM DI KOTA BOGOR

2020 ◽  
Vol 10 (2) ◽  
pp. 79-85
Author(s):  
Puji Nurul Hikmah ◽  
Wahyu Budi Priatna
Keyword(s):  
Environmental Factors ◽  
Product Quality ◽  
Coffee Consumption ◽  
Marketing Strategies ◽  
Matrix Analysis ◽  
Coffee Shop ◽  
Alternative Strategies ◽  
Swot Matrix ◽  
The Right ◽  
Coffee Shops

The gaining of society’s enthusiasm for coffee can be seen from the increased number of coffee consumption in Indonesia. This would be an opportunity for an entrepreneur to open a coffee shop. The number of coffee shops has always increased from year to year, especially in Bogor City as one of the tourism cities in Indonesia. In this situation, the level of competition will surely increase. Therefore, effective alternative strategies are needed to succeed in this competition. The purpose of this research is to identify the internal and external environmental factors of the company to formulate the priorities of the right marketing strategies. The methods used in this research are the IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSPM (Quantitative Strategic Planning Matrix). The result of the analysis shows that Kopi Spectrum is in a position of growth and build. Five marketing strategies generated from SWOT Matrix Analysis, that can be implemented by Kopi Spectrum, maintain product quality with an appropriate price (SO1), improve promotional activities that are suitable for the targets (WO1), expand a network of suppliers (ST1), maintain the number of consumers they already have with services and facilities (ST2), and get the halal certificate (WT1). Based on QSPM calculations, the priority strategy from Kopi Spectrum is to maintain the number of consumers they already have with services and facilities. 

scholarly journals Consumer Attitudes and Purchasing Interests of Coffee Shop which Implement Green Marketing and Non-Green Marketing in Malang, Indonesia

2021 ◽  
Vol 232 ◽  
pp. 02010
Author(s):  
Livia Windiana ◽  
M. Zul Mazwan ◽  
Gigin Mahdalena
Keyword(s):  
Purchase Intention ◽  
Negative Attitude ◽  
Consumer Attitudes ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Rank Test ◽  
Strong Positive Correlation ◽  
Coffee Shop ◽  
The Government ◽  
Coffee Shops

There are many universities in Malang. This has an impact on increasing the number of newcomers to stay and invest in Malang, one of which is a coffee shop. This has the potential to cause a lot of waste due to the production of coffee drinks. Green Marketing is an effort by the government and coffee drink producers to minimize waste caused by the coffee industry. This study aims to 1) analyzing differences in consumer attitudes towards coffee shops that implement green marketing and non- green marketing strategies; 2) Determine whether there is a relationship between attitudes and consumer purchase intention towards coffee drink products in coffee shops that implement Green Marketing and non-green marketing strategies. The analytical method uses Fishbein analysis and the Spearman Rank test. Questionnaire was given to 100 respondents at Starbucks and 100 respondents at Pesen Kopi in Malang. The results show that consumers have a positive attitude towards coffee shops that implement green marketing, and consumers have a negative attitude towards coffee shops that implement non-green marketing. The results also show a strong positive correlation between green marketing strategies and customer purchase intention for environmentally friendly coffee drink products.

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.

Applying data mining for online CRM marketing strategy

2018 ◽  
Vol 120 (3) ◽  
pp. 665-675 ◽  
Author(s):  
Wen-Yu Chiang
Keyword(s):  
Data Mining ◽  
Marketing Strategy ◽  
Association Rules ◽  
Clustering Algorithm ◽  
Customer Relationship ◽  
Coffee Shop ◽  
Content Type ◽  
Fuzzy Association Rules ◽  
Data Mining Approach ◽  
Coffee Shops

Purpose The purpose of this paper is to propose a data mining approach for mining valuable markets for online customer relationship management (CRM) marketing strategy. The industry of coffee shops in Taiwan is employed as an empirical case study in this research. Design/methodology/approach Via a proposed data mining approach, the study used fuzzy clustering algorithm and Apriori algorithm to analyze customers for obtaining more marketing and purchasing knowledge of online CRM systems. Findings The research found three hard markets and one fuzzy market. Furthermore, the study discovered two association rules and two fuzzy association rules. Originality/value However, industry of coffee shops has been always a fast-growing and competitive business around the world. Thus, marketing strategy is important for this industry. The results and the proposed data mining approach of this research can be used in the industry of coffee shop or other retailers for their online CRM marketing systems.

scholarly journals Impact of Service Encounter Elements on Experiential Value and Customer Loyalty: An Empirical Investigation in the Coffee Shop Context

SAGE Open ◽  
2021 ◽  
Vol 11 (4) ◽  
pp. 215824402110613
Author(s):  
Nadia Rashid ◽  
Fayaz A. Nika ◽  
George Thomas
Keyword(s):  
Customer Loyalty ◽  
Structural Equation ◽  
Service Encounter ◽  
Equation Modeling ◽  
Service Encounters ◽  
Coffee Shop ◽  
Positive Effects ◽  
Experiential Value ◽  
Antecedents And Consequences ◽  
Coffee Shops

The unprecedented dynamism in marketing has led to the transition of economy from service economy to experience economy. Modern age consumers give more emphasis to the hedonic attributes of offerings than to functional attributes. Consequently, the present study aims to provide a deeper understanding of experiential value, its antecedents, and consequences in the context of coffee shops. More specifically, this study examines the effect of service encounter elements on experiential value and the consequent effect of experiential value on customer loyalty. Using purposive sampling, data were collected from 387 customers of coffee shops using a questionnaire survey which was later analyzed using Structural Equation Modeling. The results reveal positive linkages between service encounter, experiential value, and customer loyalty. Positive cognition of service encounters have positive effects on experiential value and customer loyalty. Besides, experiential value also has a positive effect on customer loyalty. Lastly, experiential value partially mediates the relationship between service encounters and customer loyalty.

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.

scholarly journals TINJAUAN WARNA PADA VISUAL BRANDING WARUNG KOPI LOKAL

2019 ◽  
Vol 4 (2) ◽  
pp. 205
Author(s):  
Novena Ulita
Keyword(s):  
Big Data ◽  
Marketing Strategies ◽  
Brand Names ◽  
Direct Reaction ◽  
Digital Information ◽  
Purchasing Decisions ◽  
Online Data ◽  
Coffee Shop ◽  
Coffee Shops ◽  
Local Term

<strong>Abstract</strong><br />Color Overview on Visual Branding Local Coffee Shop. Visual power is an important part of marketing strategies. Visually gives a tremendous influence on consumer purchasing decisions. Humans have a direct reaction to color and shape to improve memory of vision, recognize, and identify brands. Color can convey messages and give special reactions to the human brain. The phenomenon of drinking coffee in coffee shops<br />is now shifting in the community. This research uses netnographic methods related to the existence and phenomenon of local coffee shops. By taking advantage in big data that can be accessed online, visual data analyzed with color branding theory, visual branding theory and sensory branding theory. The results of this study showed the increase of the local coffee shops presence in digital information media, and the tendency of certain<br />form, color and brand names using local term to put forward Indonesia local identity.<br /><div> </div><div> </div><div> </div><strong>Abstrak</strong><br />Tinjauan Warna pada Visual Branding Warung Kopi Lokal. Kekuatan visual menjadi bagian penting dalam strategi pemasaran. Visual memberikan pengaruh luar biasa terhadap keputusan pembelian konsumen. Manusia memiliki reaksi langsung terhadap warna dan bentuk, meningkatkan memori penglihatan, mengenali, dan mengidentifikasi brand. Warna dapat menyampaikan pesan dan memberikan reaksi khusus pada otak<br />manusia. Fenomena minum kopi di warung kopi saat ini sudah bergeser di masyarakat. Penelitian ini menggunakan metode netnografi terkait keberadaan dan fenomena warung kopi lokal. Dengan memanfaatkan big data yang dapat diakses secara online, data visual dianalisi menggunakan teori color branding, teori visual branding dan teori branding sensory. Hasil penelitian menunjukkan adanya peningkatan keberadaan warung kopi<br />lokal pada media informasi digital, serta kecenderungan penggunaan bentuk, warna serta penggunaan istilah lokal untuk mengedepankan identitas lokal Indonesia.<br /><br />

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 Kajian Strategi Pemasaran Usaha Kedai Kopi KADAKA Cafetaria di Kota Bandung

2019 ◽  
Vol 4 (1) ◽  
Author(s):  
Nadya Hasna Latifa ◽  
Dini Rochdiani
Keyword(s):  
Case Study Research ◽  
Coffee Consumption ◽  
Marketing Strategies ◽  
Daily Activities ◽  
Cultivated Plants ◽  
Analysis Tool ◽  
Coffee Shop ◽  
Long Time ◽  
Coffee Shops

AbstrakTanaman kopi merupakan tanaman perkebunan yang sudah ada dari sejak dahulu menjadi tanaman yang di budidayakan. Dewasa ini, minuman kopi tidak lagi sekedar untuk dikonsumsi tetapi bisa menjadi pelengkap aktifitas sehari-hari. Jumlah konsumsi kopi diperkirakan akan terus meningkat seiring meningkatnya pendapatan kalangan kelas menengah sehingga membuat para pebisnis kedai kopi menjadi yakin untuk menjalankan usahanya. KADAKA Cafetaria merupakan salah satu kedai kopi baru yang mengalami permasalahan dalam penjualannya. Selain itu, terdapat pula pesaing sejenis di sekitarnya. Dengan demikian, perlu diketahuinya alternatif strategi pemasaran yang dapat digunakan kedai kopi KADAKA Cafetaria sehingga dapat menghadapi persaingan. Desain pada penelitian ini menggunakan desain kualitatif dan teknik penelitian studi kasus. Alat analisis yang digunakan yaitu menggunakan matriks IFE, EFE, IE, SWOT, lalu QSP. Hasil dari matriks IE menunjukkan bahwa perusahaan tersebut berada pada posisi tumbuh dan bina. Empat strategi alternatif dirumuskan dari hasil matriks SWOT dan QSP dengan strategi prioritas pertama adalah dengan meningkatkan kegiatan promosi.Kata kunci: Kopi, Kedai Kopi, SWOT, QSPMAbstractCoffee plants are plantations that have existed for a long time ago to be cultivated plants. Today, coffee drinks are no longer just for consumption but can be complementary to daily activities. The amount of coffee consumption is expected to continue to increase along with the increasing income of the middle class, making coffee shop businesspeople sure to run their businesses. KADAKA Cafetaria is one of the new coffee shops that have problems with its sales. Also, there are similar competitors in the vicinity. Thus, it is necessary to know the alternative marketing strategies that can be used by KADAKA Cafetaria coffee shops so they can face competition. The design in this study uses qualitative design and case study research techniques. The analysis tool used is using the IFE, EFE, IE, SWOT, then QSP matrices. The results of the IE matrix show that the company is in a position to grow and develop. Four alternative strategies are formulated from the results of the SWOT and QSP matrices with the priority strategy is to increase promotional activities.Keywords: Coffee, Coffee Shop, SWOT, QSPM

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