PROPOSED MARKETING STRATEGY FOR KINTSUGI COFFEE TO INCREASE SALES AND CUSTOMER PURCHASE INTENTION
The increasingly fierce competition in the coffee shop industry requires companies to continue to increase their competitiveness in order to be able to respond to market needs. One of these business actors is Kintsugi, which is a coffee shop that not only sells coffee but various types of non-coffee...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/83095 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The increasingly fierce competition in the coffee shop industry requires companies to continue to increase their competitiveness in order to be able to respond to market needs. One of these business actors is Kintsugi, which is a coffee shop that not only sells coffee but various types of non-coffee drink products and also provides snacks and heavy meals. Founded in 2020 and it is difficult to have a reputation and credibility in the eyes of consumers. Based on preliminary research conducted by the author, it is known that Kintsugi has low customer purchase intentions. The purpose of this research is to find out what the current condition of Kintsugi is and design the right marketing strategy to increase Kintsugi sales. This research uses quantitative methods by analyzing customers using questionnaires and conducting hypothesis testing using SPSS software. The research sample was taken totaling 200 respondents using non-probabilistic sampling techniques with judgment sampling with the criteria of having purchased or visited the Kintsugi coffee shop. Then the classical assumption test and multiple linear analysis were carried out.
The results of this research show that the variables price (X1), promotion (X2), and ambience (X3) have a significant effect on customers' purchase intention (Y), which causes Kintsugi to experience a decline in sales. Next, the author carries out an analysis by analyzing external and internal factors. External analysis includes PESTEL analysis, Poster's 5 Forces analysis, customer analysis, and competitor analysis. Internal analysis includes marketing mix, VRIO analysis, STP analysis. Furthermore, this analysis produces a SWOT and TOWS analysis which ultimately produces a marketing strategy to increase sales and customer purchasing intentions. The resulting strategies include implementing digital marketing by utilizing social media, providing more comfortable space for WFC, providing a wider selection of product variants and healthy product choices, and creating events that involve the community to strengthen the brand image.
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