STRATEGI PEMASARAN YANG BERTUJUAN UNTUK MENINGKATKAN MINAT MEMBELI HOLA KOFFIE

• Main Author: Aliyya, Zalfa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/86925
• Institution: Institut Teknologi Bandung

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