STRATEGI PEMASARAN LA TERA COFFEE SHOP DALAM MENGHADAPI MARAKNYA COFFEE SHOP DI KOTA JAMBI

Abstrak

Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang diterapkan oleh La Tera Coffee Shop dalam menghadapi maraknya persaingan coffee shop di Kota Jambi. Penelitian menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Fokus  penelitian diarahkan pada penerapan bauran pemasaran (7P), yang meliputi produk, harga, tempat, promosi, bukti fisik, orang, dan proses dalam mempertahankan eksistensi usaha serta menarik minat konsumen. Hasil penelitian menunjukkan bahwa La Tera Coffee Shop telah menerapkan strategi pemasaran melalui inovasi produk, pelayanan ramah, promosi informatif, pemanfaatan media sosial, serta program loyalitas pelanggan. Strategi tersebut terbukti mendukung peningkatan daya saing di tengah kompetisi yang ketat. Namun, masih terdapat kelemahan, seperti kurang optimalnya promosi digital dan perlunya peningkatan konsistensi pelayanan. Secara keseluruhan, strategi pemasaran yang dilakukan memberikan kontribusi positif terhadap upaya mempertahankan loyalitas pelanggan dan memperkuat posisi La Tera Coffee Shop di pasar lokal.

This study aims to analyze the marketing strategies implemented by La Tera Coffee Shop in facing the intense competition in the coffee shop market in Jambi City. The study employed a qualitative descriptive method, with data collection techniques including interviews, observation, and documentation. The focus of the study was on the implementation of the marketing mix (7Ps), which includes product, price, place, promotion, physical evidence, people, and processes, to maintain business existence and attract customers. The results indicate that La Tera Coffee Shop has implemented a marketing strategy through product innovation, friendly service, informative promotions, social media utilization, and a customer loyalty program. This strategy has proven to support increased competitiveness amidst intense competition. However, weaknesses remain, such as suboptimal digital promotions and the need to improve service consistency. Overall, the marketing strategy implemented has made a positive contribution to maintaining customer loyalty and strengthening La Tera Coffee  Shop's position in the local market.