Marketing Communication Strategy in Coffee Shop Business in Indonesia
DOI:
https://doi.org/10.33830/communicatio.v1i2.13802Keywords:
strategi komunikasi pemasaran, coffee shop, persaingan bisnis, marketing mixAbstract
This study examines the marketing strategies implemented by coffee shops in Indonesia in the face of increasingly fierce business competition. The increase in national coffee consumption, which reached 370 thousand tons in 2021, and the growth in the number of coffee shops from 1,000 outlets (2016) to more than 10,000 outlets (2023) has created a saturated and competitive market. Using a qualitative research method with a literature review approach, this study analyzes various effective marketing strategies based on data from journals, books, and articles over the past five years. The results of the study identify several key strategies implemented by successful coffee shops in Indonesia, including: publication through word of mouth and social media, organizing events, media coverage, community involvement, and the implementation of segmentation, targeting, positioning, and marketing mix. Case studies such as Kedai Kopi Kaman and Kedai Kopi Square show that the integration of traditional and digital marketing approaches, unique consumer experiences, and building relationships with local communities are determining factors for success in the coffee shop industry. This study provides important insights for coffee shop businesses in formulating effective marketing strategies to survive and excel amid increasingly fierce market competition.
References
Adithia, S., & Jaya, M. P. P. (2021a). Strategi pemasaran digital produk minuman kopi di masa pandemi. Journal of Research on Business and Tourism, 1(1), 37–46. https://doi.org/10.37535/104001120213
Adithia, S., & Jaya, M. P. P. (2021b). Strategi pemasaran digital produk minuman kopi di masa pandemi. Journal of Research on Business and Tourism, 1(1), 37–46. https://doi.org/10.37535/104001120213
Ahdiat, A. (2024, April 29). Nilai PDB ekonomi kreatif Indonesia meningkat usai pandemi. Katadata. https://databoks.katadata.co.id/infografik/2024/04/29/nilai-pdb-ekonomi-kreatif-indonesia-meningkat-usai-pandemi (Diakses pada 3 Juni 2025).
Albi, K. (2020). Pengaruh Pemasaran Digital dan Suasana Toko Terhadap Minat Beli di Kedai Kopi S. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 3(1), 21–30. https://doi.org/10.36407/jmsab.v3i1.116
Anugrah, P. (2022). Industri Kreatif; Dari Kopi, Sastra, Hingga Arena Produksi Kultural. Prosiding Seminar Nasional Humaniora, 2, 1–10. https://conference.unja.ac.id/SNH/article/view/189
Ariyani, L., Sion, N., Handayani, T., & Amanda, A. R. (2021). Book Chapter Strategi Pemasaran: UMKM dan Pandemi Covid-19. Deepublish.
Astuti, M., Sembiring, R., & Argo, J. G. (2023). Strategi pemasaran digital dan perilaku teknologi pada society 4.0. Deepublish.
Hamzah, R. E., Manogari, R. R., & Shabrina, R. P. (2020). Strategi Komunikasi Pemasaran Kedai Kopi Kaman Dalam Meningkatkan Loyalitas Konsumen. Komunikata57: Jurnal Ilmu Komunikasi, 1(1), 50–59. https://doi.org/10.55122/kom57.v1i1.119
Herlyana, E. (2014). Fenomena coffee shop sebagai gejala gaya hidup baru kaum muda. THAQAFIYYAT: Jurnal Bahasa, Peradaban Dan Informasi Islam, 13(1), 187–204. https://ejournal.uin-suka.ac.id/adab/thaqafiyyat/article/view/43
Katadata. (2021). Konsumsi Kopi Indonesia Diprediksi Mencapai 370 Ribu Ton. Katadata. https://databoks.katadata.co.id/agroindustri/statistik/a52d67e63a182a3/2021-konsumsi-kopi-indonesia-diprediksi-mencapai-370-ribu-ton (Diakses 3 Juni 2025).
Noor, Z. Z. (2021). Buku Referensi Strategi Pemasaran 5.0. Deepublish.
Priadana, M. S., & Sunarsi, D. (2021). Metode Penelitian Kuantitatif. Pascal Books.
Puspa, R. & Hardiyanti, N. (2021). Coffee culture di Indonesia: Pola konsumsi konsumen pengunjung kafe, kedai kopi dan warung kopi di Gresik. Jurnal Media dan Komunikasi, 1(2), 93–106. https://doi.org/10.20473/medkom.v1i2.26380
Ridwan, M., & Hanafiah, H. (2021). Analysis of Coffee Shop Marketing Strategy Om Bewok: Analisis Strategi Pemasaran Kedai Kopi Om Bewok. Indonesian Journal of Economy, Business, Entrepreneurship and Finance, 1(3), 274–283. https://doi.org/10.53067/ijebef.v1i3.37
Rafa, N. & Rabbani, A. (2024). Menyesap Makna: Analisis dan Kajian Sastra dalam Film Filosofi Kopi. Konsensus: Jurnal Ilmu Pertahanan, Hukum, dan Ilmu Komunikasi, 1 (5). https://doi.org/10.62383/konsensus.v1i5.611
Rina, R. (2024). Strategi Pemasaran. PT Penerbit Penamuda Media.
Selvi, S., & Ningrum, L. (2021). Gaya Hidup Minum Kopi Dalam Pengambilan Keputusan Pembelian Kopi (Studi Kasus Pada Kopi Kenangan Gandaria City-Jakarta). Kepariwisataan: Jurnal Ilmiah, 14(1), 23–30. https://ejournal.stipram.ac.id/index.php/kepariwisataan/article/view/43
Setiawan, Z., Nurdiansyah, N., Kushariyadi, K., & Sari, M. D. (2024). Strategi Pemasaran: Konsep dan Inovasi Pemasaran di Era Digital. PT. Sonpedia Publishing Indonesia.
Suryani, C. D., & Kristiyani, D. N. (2021). Gaya Hidup Baru Kaum Muda Gemar Mengunjungi Coffee Shop (Studi Fenomenologi Pada Anak Muda Pengunjung Coffee Shop Di Kota Salatiga). PRecious: Public Relations Journal, 1(2), 177–201. https://doi.org/10.24246/precious.v1i2.4769
Toffin Indonesia. (2020). Toffin Indonesia Merilis Riset “2020 Brewing in Indonesia.” Toffin Indonesia. https://insight.toffin.id/toffin-stories/toffin-indonesia-merilis-riset-2020-brewing-in-indonesia/ (Diakses 3 Juni 2025).
Yuliana, Y., & Ardansyah, A. (2022). Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Minuman Kedai Kopi Square di Kota Bandar Lampung. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(3), 309–320. https://doi.org/10.54443/sinomika.v1i3.265
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Muhammad Vivaldi Ardiwijaya, Amelia Yeza Pradhipta
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
