PERANCANGAN STRATEGI PEMASARAN BERDASARKAN ANALISIS PREFERENSI KONSUMEN PADA PLUS FORTY NINE CAFÉ AND SPACE

• Main Author: Putri Andita, Nabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/82976
• Institution: Institut Teknologi Bandung

The coffee shop industry in major Indonesian cities, particularly Bandung, West Java, is growing rapidly. Many entrepreneurs are starting coffee shop businesses, making cafes a place for social interaction. Although this industry grew by 4.62% in the second quarter of 2023, Plus Forty Nine Café and Space in Bandung faces challenges in attracting customers, as evidenced by the stagnation in the number of customers in the past three months. By identifying the problems using a fishbone diagram, two main issues were found: unstructured marketing strategies and a lack of understanding of consumer preferences. This study aims to design an appropriate marketing strategy for Plus Forty Nine Café and Space through consumer preference analysis. This research was conducted through market research using surveys to identify consumer preferences using the SERVQUAL service quality model and food quality model. This model is used to understand consumer preferences regarding service and product quality in the formed market. Cluster analysis was conducted to group the data and statistical tests were performed for further analysis. Data were collected through online questionnaires, resulting in 268 respondents. Through cluster analysis, five segments were identified: foodies and aesthetic seekers, cozy and quick service customers, perfectionist customers, comprehensive service customers, and comfort and food enthusiasts customers. Based on these segments, cozy and quick customers were chosen as the target market, and business positioning against major competitors was carried out. From the characteristics of this target market, a 7P marketing mix strategy was formulated, covering aspects of product, price, place, promotion, people, process, and physical evidence.