Perumusan Strategi Marketing pada Kedai Kopi Kapal Coffee & Friends dengan Metode Design Thinking

Pangestu, Athariq Hilmi (2025) Perumusan Strategi Marketing pada Kedai Kopi Kapal Coffee & Friends dengan Metode Design Thinking. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Budaya minum kopi yang muncul bersamaan dengan tren bersosial telah menjadi kolaborasi fenomena; memperlihatkan sektor bisnis kedai kopi tidak hanya sebagai tempat konsumsi tetapi juga sebagai ruang sosial. Diperkirakan dari adanya peningkatan minat masyarakat Indonesia terhadap minuman kopi; berbanding lurus antara para pelaku usaha membuka kedai kopi baru yang menarik dengan persaingan bisnis dalam sektor kedai kopi. Untuk menciptakan perbedaan dalam persaingan bisnis kedai kopi, penelitian ini bertujuan merumuskan strategi pemasaran yang memuat company value awareness dan persepsi konsumen terhadap kedai kopi Kapal Coffee & Friends di Bandung. Dengan menggunakan pendekatan kualitatif, yakni wawancara berkelompok (FGD) dan observasi partisipatoris untuk menggali kebutuhan dan permasalahan terhadap nilai-nilai yang diusung, khususnya friendship value khas kedai kopi Kapal Coffee & Friends; melalui langkah word-of-mouth dalam mempromosikan kedai kopi. Hasil temuan menunjukkan bahwa nilai pertemanan berperan penting dalam meningkatkan keterikatan emosional konsumen dan membangun loyalitas. Hasil eksplorasi dengan metode design thinking juga menghasilkan rumusan strategi pemasaran yang berfokus pada peningkatan kesadaran konsumen terhadap nilai-nilai tersebut. Penelitian ini diharapkan memberikan kontribusi pada pengembangan strategi pemasaran yang lebih efektif dalam menciptakan kedai kopi sebagai pusat interaksi sosial dan pengalaman positif bagi konsumen.
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The coffee drinking culture that has emerged alongside the trend of socialising has become a collaborative phenomenon; showing the coffee shop business sector not narrowly as consumption but also as a social interaction space. There is estimated an increase of Indonesian’s interest in coffee drinks; correlative between business owners opening new attractive coffee shops and business competition in coffee shop sector. To create a difference in coffee shop business competition, this research aims to formulate a marketing strategy that contains company value awareness and consumer perceptions of Kapal Coffee & Friends coffee shop in Bandung. By using qualitative approach, particularly focus group discussion (FGD) and participatory observations to explore consumer perceptions and management of the value carried, especially the friendship value of Kapal Coffee & Friends coffee shop; through word-of-mouth initiative in promoting the coffee shop. The findings show that friendship value plays an important role in increasing consumers' emotional attachment and assembling loyalty. Based on the exploration develop using design thinking method also resulted a marketing strategy formulation that focuses on increasing consumer awareness of these values. This research is proposed to share a development of convincing marketing strategies in generating coffee shops as social space and positive experiences for consumers.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Company Value Awareness, Design Thinking, Friendship Value, Persepsi Konsumen, Strategi Pemasaran, Customer Perception, Marketing Strategy
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5549.5.P7 Promotions.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Athariq Hilmi Pangestu
Date Deposited:	31 Jan 2025 01:31
Last Modified:	31 Jan 2025 01:31
URI:	http://repository.its.ac.id/id/eprint/117266

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