COMMUNITY UTILIZATION STRATEGY TO INCREASE THE NUMBER OF CUSTOMERS FOR MATTEA SOCIAL SPACE

• Main Author: Sipangkar, Harry
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71654
• Institution: Institut Teknologi Bandung

Mattea Social Space is a semi cafe and semi restaurant that was founded in May 2021 and is run by PT. Hita Creative Nusantara. The establishment focuses on offering a variety of food and drinks, as well as a seating area with a tropical and industrial theme, with the majority of the space being outdoors. Unfortunately, Mattea Social Space has been experiencing a decrease in the number of customers over the past few months, with the trend of decline beginning in the middle of the year. To address this issue, the researchers conducting the study aimed to find the best strategy to increase the customer base by leveraging the community and creating an implementation plan for the proposed strategy. The conceptual framework used in this study is based on the idea that "community marketing" and "community building" will impact "brand loyalty", which in turn will ultimately lead to an "increase in the number of customers". To gather data for this research, the researchers used a qualitative approach with data collection techniques such as observation and interviews. Data analysis was conducted using internal and external analysis as a tool for developing programs and strategies to be implemented. The results of the internal research showed that the decrease in customers at Mattea Social Space is likely due to many customers moving to other places with a different atmosphere. As a result, Mattea Social Space needs to find a competitive advantage without spending a lot of money on areas outside of the building. Based on the research findings, the recommended strategy for increasing customers at Mattea Social Space is to create a Community Ecosystem where the establishment becomes a gathering place for various communities to engage in activities. In addition, regular employee training programs related to improving service and product development should be scheduled, as well as routine maintenance for all areas and equipment owned by Mattea Social Space. These strategies will be implemented and controlled through the development of a plan for the calendar year 2023, including specific key performance indicators for each action. Overall, the research suggests that building a strong community presence and improving the quality of products and services offered at Mattea Social Space will be key to increasing customer numbers and the overall success of the establishment.