Café Marketing Strategy Analysis in The Covid-19 Pandemic
DOI:
https://doi.org/10.5555/ijosmas.v2i5.70Keywords:
Strategy, Marketing, Restaurant, HospitalityAbstract
Entering the pandemic period, S.T. made several strategic changes. ALi Jakarta includes outlets in SetiaBudi to continue innovating and attracting buyers to shop because of the PSBB and PPKM, which have made profits from the food and beverage industry relatively low. S.T.ALi carried out several marketing strategies during the pandemic. ST, ALi will focus on marketing instant products that are easy to enjoy at home because buyers will spend more time at home. 1-litre bottle packaging and care products are one of the breakthroughs that are widely discussed in Indonesia. This 1-litre bottle packaging can also be more easily marketed with the emergence of new drink types and flavours that are continuously updated regularly within a certain period. In this study, there are two problem formulations: (1) how is the marketing strategy of S.T. Ali Jakarta outlets during the Covid-19 pandemic (2) how does S.T. carry out the marketing mix. Ali outlets during the Covid-19 pandemic. The purpose of this study is to analyze the marketing strategy of S.T. Ali Jakarta outlets during the Covid-19 pandemic and to explore the marketing mix carried out by S.T.ALi outlets during the Covid-19 pandemic.
This research is qualitative. The object used in this research is a cafe named S.T. ALi Jakarta, which has an Australian-style concept. Data collection techniques include surveys, participation, observation, interviews, field notes, and analytical memos, elicitation of documents, personal experiences, and participation in follow-up studies. Some data collection techniques are the same as "methodological trade," which can be varied according to the researcher's interests. The study results found that the marketing strategy was done through digital marketing, website facilities, and social media marketing, namely Instagram. Each uploaded content varies and includes important and interesting information to provide the latest promotions to followers and potential customers.
The S.T. cafe carries out the marketing mix. ALi Jakarta following the concept of eight Marketing Mixes (8P) has been executed quite well, starting from a variety of products with a uniquely Australian theme, prices according to quality, placement of the right outlets with the location of the majority of the target market, attractive and profitable promotions, skilled human resources. trained and professional to improve the good image, quality packaging with beautiful and durable designs, structured system management, to partnerships that can support and provide every need needed by the organization
Keywords — Strategy, Marketing, Restaurant, Hospitality
Downloads
References
Bisnis, R. (2020). Industri F&B Paling Terdampak Pandemi Corona Artikel ini telah tayang di Bisnis.com dengan judul “Riset : Industri F&B Paling Terdampak Pandemi Corona”, Klik selengkapnya di sini: https://ekonomi.bisnis.com/read/20200327/12/1218688/riset-industri-. Dipeti.
Chaffey, D., & Ellis-Chadwick, F. (2020). Digital marketing. Pearson.
Cerdasco. (2021, September 29). Segmentasi Geografis: Konsep, Cara Kerja, Pro, Kontra. Dipetik Oktober 29, 2021, dari Cerdasco: https://cerdasco.com/segmentasi-geografis/
Cerdasco. (2021, September 14). Segmentasi Psikografis: Mengapa Penting, Variabel. Dipetik Oktober 29, 2021, dari Cerdasco: https://cerdasco.com/segmentasi-psikografis/
DQ Lab. (2020, September 11). Langkah-Langkah Menggunakan Teknik Analisis Data Kualitatif. Dipetik Oktober 29, 2021, dari DQ Lab: https://www.dqlab.id/data-analisis-pahami-teknik-pengumpulan-data
Deiss , Henneberry, Russ,, R. (2017). Digital marketing.
Dunia Dosen. (2021, Juni 28). Mengenal Macam-Macam Analisis Data Kualitatif dalam Penelitian. Dipetik Oktober 29, 2021, dari Dunia Dosen: https://www.duniadosen.com/macam-macam-analisis-data-kualitatif/
Fatchan. (2011). Metode Penelitian Kualitatif. Surabaya: Jenggala Pustaka Utama.
Glints. (2020, Desember 22). Apa Itu STP Marketing dan Bagaimana Menerapkannya? Dipetik Oktober 29, 2021, dari Glints: https://glints.com/id/lowongan/stp-marketing-dan-langkah-langkahnya/#.YX7Mjp5BzIV
Glints. (2021, Februari 1). Psikografis, Segmentasi Penting agar Marketing Efektif dan Tepat Sasaran. Dipetik Oktober 29, 2021, dari Glints: https://glints.com/id/lowongan/psikografis-adalah/#.YX7La55BzIV
Juliana, Juliana, Arifin Djakasaputra , Rudy Pramono, E. H. (2020). Brand Image , Perceived Quality , Ease Of Use , Trust , Price , Service Quality On Customer Satisfaction And Purchase Intention Of Blibli Website With Digital Technology As Dummy Variable In The Use. Journal of Critical Reviews, 7(11), 3987–4000.
Juliana, Juliana, Djakasaputra, Arifin, Pramezwary, Amelda, Hutahaean, J. (2020). MARKETING STRATEGY IN DIGITAL ERA. PT. Nasya Expanding Management (Penerbit NEM - Anggota IKAPI).
Juliana, Juliana, Pramezwary, Amelda, Angelisca, Cicilia, Patras Caroline, Gloria, Michelle, M. (2021). Pengaruh Strategi Pemasaran Terhadap Keputusan Menginap Konsumen di Hotel Kyriad Muraya Aceh pada Era Transisi New Normal. Jurnal Humaniora, 5(2), 1–14.
Juliana, Juliana, Widianti, Erina & Wijaya, V. (2021). Kredibilitas Dan Kepercayaan Celebgram : Konsekuensi Pada Niat Membeli [ Celebgram Credibility And Trust : Consequences On Intention To Buy ]. 1–9.
Juliana, Juliana & Carroline, C. (2020). Studi Kelayakan Bisnis Le Petit Kids Café Di Gading Serpong Kabupaten Tangerang. Jurnal Ilmiah Maksitek, 5(3), 233–247.
Kannan, Pallassana and Li, H. (2016). Digital Marketing : A Framework , Review and Research Agenda. January.
Kemenparekraf. (2021). Capaian Perjanjian Kinerja - E-Performance Kemenparekraf. Dipetik Agustus 28, 2021, dari E-performance Kemenparekraft: https://eperformance.kemenparekraf.go.id/api/frontend/eperformance/akses-publik/pengukuran-kinerja/kinerja/data?unit_id=.
Kompas. (2021). Sandiaga Sebut Devisa Pariwisata Indonesia 2020 Capai 3,2 Dollar AS. Dipetik Agustus 28, 2021, dari travel.kompas.com: https://travel.kompas.com/read/2021/08/27/113312227/sandiaga-sebut-devisa-pariwisata-indonesia-2020-capai-32-dollar-.
Kotler, Philip dan Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice Hall.
Kotler, P., Keller, K. L., Kotler, P. and Keller, K. L., Kotler, P., & Keller, K. L. (2016). Marketing Management (Global Edi). P. Ed Custom Books. https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=6038384
Morrison, A. M. (2011). Hospitality and travel marketing. W. Ross MacDonald School Resource Services Library.
Otten. (2017, Juni 8). KEMBALI KE ST ALI MELBOURNE. Dipetik Oktober 21, 2021, dari Otten: https://ottencoffee.co.id/majalah/kembali-ke-st-ali-melbourne
Pramezwary, A., Winata, J., Tanesha, R., Armando, T., Pariwisata, F., Harapan, U. P., Penjualan, P., & Pembelian, K. (2021). Brand Trust dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Di Masa Covid-19. 19(1).
Sekaran, Uma & Bougie, R. (2018). Research Method for Business – A Skill Building-Approach, 7th Edition, John Wiley & Sons, Ltd.
Sihombing, S. O., & Juliana, J. (2021). The Identification of Personal Values and Buying Behavior of Youth During Covid-19 Pandemic in the Indonesian Context. 174(Icebm 2020), 360–367.
Sitorus, Bernedeta Irene Nova, Juliana, J. &, & Kho, C. (2021). Analysis Of Marketing Aspect In Feasibility Study Of Asian Culture Gallery In West Jakarta. Jelajah : Journal Tourism and Hospitality, 3(1), 58–67.
Soto, C. J., & Jackson, J. J. (2015). Five-Factor Model of Personality. Desember: Oxford University Press. doi:10.1093/OBO/9780199828340-0120
ST. ALi. (2021). About Us. Diambil kembali dari ST. ALi.
Stella, B., Austine, C. V., Budiono, E. D., & Klarissa, K. (2021). Antecedents on Customer Satisfaction Tuku Coffee Shop : A Perspective Expectation-Confirmation Theory and Kano ’ s Model. 2(3), 1–11.
Sugiyono, P. D. (2018). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.
