Aspek Pemasaran dalam Kelayakan Usaha untuk Meningkatkan Kunjungan Konsumen di Kafe “Itangi”

Caroline Winona; Eva Handayani; Hanny Putri Fathiya; Yohanna Angelina Samar; Budi Setiawan

doi:10.59603/masman.v3i1.708

Authors

Caroline Winona Politeknik Sahid Jakarta
Eva Handayani Politeknik Sahid Jakarta
Hanny Putri Fathiya Politeknik Sahid Jakarta
Yohanna Angelina Samar Politeknik Sahid Jakarta
Budi Setiawan Universitas Pradita

DOI:

https://doi.org/10.59603/masman.v3i1.708

Keywords:

Marketing, Marketing Strategy, Consumer Preference, Café

Abstract

Purpose: With time, competition in business is getting fiercer. Failure and loss have become common risks. By studying business feasibility, one aspect of which is marketing, losses can be minimized. This title was chosen because it is important for business people to develop a marketing strategy that is suitable for the intended market so that business sustainability is maintained. Marketing is crucial in business, because without effective marketing, potential customers will not know about our business, so they cannot become our customers. This research aims to study general consumer preferences and relevant marketing strategies. Methods: Using a descriptive qualitative method the author conducted in-depth interviews with open-ended questions, conducted with 10 respondents. Implication: A cozy atmosphere, innovative menu, and competitive prices are the main elements that consumers look for in a cafe. Marketing strategies through social media with creative content and attractive promotions will be very effective to increase the appeal of iTangi.

References

Dewi Untari, D. E. (2018). Strategi pemasaran melalui media sosial Instagram (Studi deskriptif pada akun @Subur_Batik). Strategi Pemasaran Melalui Media Sosial Instagram.

Hansen, S. (2020). Investigasi teknik wawancara dalam penelitian kualitatif manajemen konstruksi. Jurnal Teknik Sipil, 27(3), 283. https://doi.org/10.5614/jts.2020.27.3.10

Hasan, M., Harahap, T. K., Hasibuan, S., Rodliyah, I., Thalhah, S. Z., Rakhman, C. U., Ratnaningsih, P. W., Inanna, Mattunruang, A. A., Herman, Nursaeni, Yusriani, Nahriana, Silalahi, D. E., Hasyim, S. H., Rahmat, A., Ulfah, Y. F., & Arisah, N. (2022). Metode penelitian kualitatif. Penerbit Tahta Media. Retrieved from https://tahtamedia.co.id/index.php/issj/article/view/182

Indita Dewi Aryani, D. M. (2022). Instagram sebagai media promosi dalam meningkatkan jumlah penjualan pada A.D.A. Souvenir Project. Instagram Sebagai Media Promosi Dalam Meningkatkan Jumlah Penjualan Pada A.D.A. Souvenir Project.

Mardia. (2021). Strategi pemasaran.

Nur Anisah, M. S. (2021). Penggunaan media sosial Instagram dalam meningkatkan literasi kesehatan pada mahasiswa. Penggunaan Media Sosial Instagram Dalam Meningkatkan Literasi Kesehatan Pada Mahasiswa.

Setiawan, B. (2024). Sentuhan artificial intelligence dalam promosi digital pada desa wisata di Indonesia. Ikra-Ith Humaniora: Jurnal Sosial dan Humaniora, 8(3), 90-100.

Setiawan, B. (2024). The augmented reality (AR) based on artificial intelligence (AI) in integrated marketing communication (IMC) in tourism villages. Media Wisata, 22(2), 341–352. https://doi.org/10.36276/mws.v22i2.695

Setiawan, B., Arief, M., Hamsal, M., Furinto, A., & Wiweka, K. (2022). The effect of integrated marketing communication on visitor value and its impact on intention to revisit tourist villages: The moderating effect of propensity to travel.

Wahyudi, N. A. (2019). Analisis faktor-faktor preferensi konsumen dalam keputusan pembelian booth Boca. International Business Management, Universitas Ciputra.

Wardhana, A. (2024). Preferensi konsumen di era digital. Eureka Media Aksara.

Warni. (2022). Strategi pemasaran rumah makan (Studi rumah makan Porang Goti). Strategi Pemasaran Rumah Makan (Studi Rumah Makan Porang Goti).