PERANCANGAN STRATEGI AKUISISI PELANGGAN GENERASI Z MELALUI SOSIAL MEDIA TIKTOK PADA PEMASARAN SMARA COFFEE BERDASARKAN PREFERENSI PELANGGAN

• Main Author: Nabila Nurlathifa, Karina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86080
• Institution: Institut Teknologi Bandung

Smara Coffee is a small and medium-sized enterprise (SME) located in Bandung, operating in the food and beverage industry. Established in May 2022, Smara Coffee has implemented various strategies to achieve its objective of increasing sales. These strategies have included marketing through direct channels, social media, and offering a diverse range of menu items and services. However, these efforts have not yet had a significant impact, and after two years of operation, the objective remains unmet. The issue stems from the fact that Smara Coffee has not yet applied specific marketing strategies targeting its distinct goals, namely customer retention and acquisition. This study will focus on marketing strategies aimed at customer acquisition especially regarding brand awareness. The research will commence with an initial interview with Smara Coffee to gain an understanding of the existing conditions and the symptoms of the problems. This will be followed by the preparation of an introduction and a literature review. Next, the research methodology will be designed, followed by data collection and analysis. The final stage will involve analysis and the development of solutions based on the primary data obtained. Data collection will employ a questionnaire method based on the model proposed by Nguyen et al. (2024). For data analysis, the PLS-SEM approach will be used since the study does not involve testing a theory. Based on the data collection and analysis, a marketing strategy will be developed to target customer acquisition, specifically focusing on Generation Z through TikTok social media. The data results indicate that constructs with a positive and significant impact include entertainment-themed content, trending topics, storytelling, and electronic word-of-mouth (E-WOM). Therefore, these four aspects will be integrated into the marketing strategy for Smara Coffee.