PROPOSED MARKETING STRATEGIES TO INCREASE SALES OF CARACAL COFFEE ROASTERS

• Main Author: Al-fajri, Rizha
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75967
• Institution: Institut Teknologi Bandung

Coffee is becoming one of the most wanted commodities in the world. Per December 2022, World coffee exports amounted to 10.88 million bags annually. Indonesia is one of the most diverse coffee origins in the world, producing both arabica and robusta coffee and being fifth-ranked on global export ranking countries worldwide. Moreover, The Indonesian people consume around five million 60 kilograms of bags annually in 2021. Several steps pass by the coffee, from the seeds into a coffee drink. Those steps are Growing, Picking, Processing, Milling, Roasting, Packaging, Shipping, Grinding, Brewing, and finally, the coffee drink is ready. Caracal Coffee Roasters is a coffee roastery company in Bandung. The company focuses on supplying roasted coffee beans to coffee shops as B2B customers and selling them to be brewed at home by homebrewers as B2C customers. However, their sales, especially to B2C customers (homebrewers) are still low and must be increased. This research aimed to know the significant product attributes of roasted coffee beans that influence the customer’s purchase intention and to create an appropriate marketing strategy for increasing sales of Caracal Coffee Roasters, especially for homebrewers. For this purpose, a preliminary qualitative method (semi-structured interview), quantitative method (questionnaire), and qualitative method (social media content) were conducted and analyzed through PLS-SEM and AARRR framework. The result showed that Post-Harvest Process and Price are the two attributes that significantly influence the customer’s purchase intention. Another finding showed that all variables, including Brand Awareness, Sales Promotion, Word of Mouth, and Product attributes, significantly influence the customer’s purchase intention, except Advertising. On the other hand, the social media content analysis showed that product advertisement is the most dominating content in the company’s Instagram account. Based on the findings, marketing strategies and an implementation plan were formed through customer analysis and social media content analysis using AARRR metrics.