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Marketing Strategy Based on Consumer Behavior in Facing Competition between Coffee Shops
Asri Solihat (a*), Nizar Alam Hamdani (b)

Universitas Garut


Coffee Shop is a business conversation at the moment, so that the more people who set up a coffee shop business. Based on data from the Central Bureau of Statistics of Garut (BPS), the level of coffee consumption of the Indonesian people from 2015 to 2019 is projected to increase by 1.79 kg / capita / year. An increase in the amount of coffee consumption and a shift in peoples lifestyles makes coffee drinking as part of their necessities of life, creating opportunities for culinary business people to develop coffee shop businesses or in modern terms is a coffee shop. For the millennial generation, there are several things that make them last a long time to stay in a coffee shop. This research was conducted at two coffee shops in the city of Garut. The purpose of this study is to determine marketing strategies based on consumer behavior in both coffee shops. The survey was conducted by interviewing several visitors in both coffee shops. The results showed that not all coffee shop visitors understand and like the diversity of coffee flavors, but visitors go to the Coffee Shop because the Coffee Shop is a contemporary hangout that provides a relaxing atmosphere for visitors. The marketing strategy that must be carried out by the Coffee Shop businessmen to be able to continue to survive and increase their turnover is by using the product, price, place and promotion strategies.

Keywords: Coffee Shop, Marketing Strategy, Consumer Behavior

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Asri Solihat)

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