STRATEGI PEMASARAN YANG BERTUJUAN UNTUK MENINGKATKAN MINAT MEMBELI HOLA KOFFIE
The burgeoning coffee shop industry in Bandung, Indonesia, provides substantial opportunities and challenges for Hola Koffie, a distinctive coffee brand aiming to amplify its brand recognition and market penetration. This thesis explores the internal and external factors influencing Hola Koffie a...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/86925 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The burgeoning coffee shop industry in Bandung, Indonesia, provides substantial
opportunities and challenges for Hola Koffie, a distinctive coffee brand aiming to
amplify its brand recognition and market penetration. This thesis explores the
internal and external factors influencing Hola Koffie and devises a tailored
marketing strategy to enhance its purchase intention and market presence. The
study is driven by various company challenges, including limited digital
engagement, suboptimal customer interactions, and the competitive landscape
dominated by larger chains. The research commences with a detailed analysis of
consumer behaviour, internal capabilities, and external market dynamics.
Consumer analysis is conducted through extensive segmentation, employing
demographic, psychographic, and behavioural approaches. The internal analysis
scrutinizes Hola Koffie's resources, capabilities, and innovation efforts, identifying
key strengths and areas for improvement. The external analysis utilizes Porter's Five
Forces and competitor benchmarking to discern market threats and opportunities.
Integrative SWOT analysis then synthesizes these insights, outlining Hola Koffie's
strategic position within the competitive coffee market.
Primary data was gathered via surveys with 250 respondents representing Hola
Koffie's target demographic in Bandung. The results underscore the importance of
quality, affordability, and distinctive coffee experiences in influencing consumer
preferences. Moreover, the study emphasizes the need for robust digital marketing
strategies, including enhanced social media engagement and influencer
collaborations, to bolster Hola Koffie's visibility. The study proposes a TOWS
strategic framework from the SWOT insights to guide actionable marketing
initiatives. Recommended strategies for Hola Koffie include optimizing digital
interactions, leveraging local cultural elements in marketing campaigns, and
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