PROPOSED MARKETING STRATEGY FOR IMPROVING CUSTOMER SATISFACTION CUSTOMER LOYALTY AND CUSTOMER RETENTION PEDALAMAN COFFEE

• Main Author: Rachmadhini Fajrin, Tasya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79671
• Institution: Institut Teknologi Bandung

In Indonesia, the food and beverage industry, particularly the Coffee sector, plays a significant role in driving economic growth, with Jambi City experiencing notable expansion. However, challenges such as heightened competition and maintaining customer loyalty persist. This study focuses on Pedalaman Coffee, a vintagethemed coffee shop in Jambi City, which, despite initial success, faced a decline in sales. Pedalaman Coffee's marketing strategy, encompassing high-quality products, competitive pricing, strategic location, digital promotions, staff training, and an inviting ambiance, has been pivotal. Despite these efforts, a substantial sales decline prompted a closer examination of the 7P marketing mix's impact on customer satisfaction, loyalty, and retention. Quantitative methods, including questionnaires and descriptive analysis, were employed to scrutinize internal strategies (Segmentation, Targeting, Positioning) and the expanded 7Ps. External analyses utilized PESTLE, SWOT, TOWS matrix, and customer analysis, revealing insights into customer perceptions. Internal factors like pricing, service quality, and ambiance significantly influenced customer satisfaction, emphasizing evolving dynamics in the industry. The research identified a direct correlation between satisfaction and loyalty, highlighting the role of positive experiences in fostering enduring relationships. The study recommends continuous market analysis for strategy refinement and future exploration of consumer behavior in coffee shops. Pedalaman Coffee's strategy integrates strengths, addresses weaknesses, capitalizes on opportunities, and mitigates threats, aiming to solidify its market position and enhance customer satisfaction, loyalty, and retention. This research contributes theoretical insights and practical applications for understanding customer behavior in cafes.