Strategi Pemasaran dan Branding dalam Wirausaha Kopi Botol
DOI:
https://doi.org/10.59246/muqaddimah.v2i4.975Keywords:
bottled coffee entrepreneurship, marketing strategy, branding, customer loyalty, Bolo CoffeeAbstract
This research analyzes marketing and branding strategies in bottled coffee entrepreneurship, with a case study of Hammam Thoriq Majid's Bolo Coffee business. The research objectives are to identify target markets, analyze competitive positions, develop differentiation strategies, evaluate marketing channels, design branding strategies, and provide practical recommendations for Kopi Bolo entrepreneurs. The research method used is qualitative, with data collection through literature study, interviews and observation. The research results show that effective marketing and branding strategies include understanding the target market, utilizing social media, managing relevant content, strong brand identity, measuring campaign effectiveness, and commitment to quality and innovation. Competitor analysis and consumer interest surveys also provide valuable insights for designing strategies relevant to market preferences. This research provides an academic contribution in developing marketing and branding concepts for bottled coffee entrepreneurs, as well as a practical guide for Kopi Bolo and similar businesses in facing dynamic competition.
References
Adrinoviarini, A., Widyaningtyas, S., Nanda, R. F., & Hariyadi, S. (2022). Strategi Pemasaran Coffeeshop Boy’s Selama Pandemi Covid-19 dengan Menggunakan Analisis SWOT. Jurnal Social Economic of Agriculture, 11(1), 12–19.
Al Ishaqi, A. A., & Islam, M. A. (2021). Perancangan Re-branding Identitas Visual Kopi Totalitas di Surabaya. BARIK, 2(3), 1–15.
Amoda, A. (2023). Tren bisnis coffee shop 2024. Amoda. https://amoda.id/articles/tren-bisnis-coffee-shop-2024/
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Hans, H., & Yasmin, J. (2023). Peran Content Creative pada Strategi Branding Bahagia Bersama Kopi dalam Upaya Meningkatkan Penjualan Produk. NOCTIS, 2(1), 1–15.
Kotler, P., & Keller, K. L. (2013). Strategi Pemasaran. Preshallindo, Jakarta.
Mutia Annur, C. (2023). Indonesia merajai pasar kopi modern di Asia Tenggara pada 2023. Katadata Databoks. https://databoks.katadata.co.id/datapublish/2023/11/17/indonesia-merajai-pasar-kopi-modern-di-asia-tenggara-pada-2023
Patton, M. Q. (2014). Qualitative research & evaluation methods: Integrating theory and practice. Sage publications.
Rahayu, S. (2023). Strategi Pemasaran Produk Dalam Meningkatkan Kepuasan Pelanggan. Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya, 2(1), 109–113.
Santoso, R. K., & Dewi, N. F. (2018). The influence of social media against customer retention (Case Study on J. Co). KnE Social Sciences, 1436–1472.
Sari, N. N., Suprapto, B., Adyantari, A., & Dharomesz, V. Y. (2023). Strategi Pemasaran Digital, Branding dan Survei Pasar Produk Olahan Mawar Sapuangin. Jurnal Atma Inovasia, 3(5), 423–432.
Suminar, D. R. (2023). MEMPERTAHANKAN LOYALITAS PELANGGAN UMKM KOPI TOKTOK INDONESIA MELALUI BRANDING PRODUK. JURNAL TEKNOLOGI INFORMASI DAN KOMUNIKASI, 14(2), 275–280.
Susantio, R., Adib, A., & Wijayanti, A. (2019). Perancangan media promosi dari bisnis startup Coffein. id. Jurnal DKV Adiwarna, 1(14), 9.
Syukron, S., Zarkasih, A., Nasution, S. L., Siregar, M. R., & Munthe, R. S. (2022). Strategi Pemasaran Produk Di Era Digital Pada UMKM. COMSEP: Jurnal Pengabdian Kepada Masyarakat, 3(2), 159–164.
Tanuwijaya, W., Sungkowo, A. B., & Hermawan, F. (2021). Analisis kelayakan usaha minuman kopi saji dingin dalam botol “Deadliner Coffee.” JISAMAR (Journal of Information System, Applied, Management, Accounting and Research), 5(4), 731–740.
Tjiptono, F., & Sumarwan, U. (2019). Strategi pemasaran dalam perspektif perilaku konsumen. Strategi Pemasaran Dalam Perspektif Perilaku Konsumen, 103.
Warren, V., Bell, R., & Bruning-Mescher, S. (2024). Plant-based milk alternatives: consumer needs and marketing strategies. In Plant-Based Food Consumption (pp. 153–177). Elsevier.
Wulandari, O. P. A., Pratiwi, N. M. I., & Nasution, U. C. M. (2024). PENGARUH WORD OF MOUTH, SALES PROMOTION, DAN RELATIONSHIP MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI DUNKIN DONUTS CABANG RUMAH SAKIT UNAIR SURABAYA. Journal of Economic and Economic Policy, 1(2), 162–171.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
![Creative Commons License](http://i.creativecommons.org/l/by-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.