Strategi Pemasaran Yang Bertujuan Untuk Meningkatkan Minat Membeli Hola Koffie
Abstract
Data primer dikumpulkan melalui survei terhadap 250 responden yang mewakili target demografi Hola Koffie di Bandung. Hasilnya menggarisbawahi pentingnya kualitas, keterjangkauan, dan pengalaman menikmati kopi yang khas dalam memengaruhi preferensi konsumen. Selain itu, studi ini menekankan perlunya strategi pemasaran digital yang kuat, termasuk peningkatan keterlibatan media sosial dan kolaborasi dengan influencer, untuk memperkuat visibilitas Hola Koffie. Studi ini mengusulkan kerangka kerja strategis TOWS dari wawasan SWOT untuk memandu inisiatif pemasaran yang dapat ditindaklanjuti. Strategi yang direkomendasikan untuk Hola Koffie meliputi pengoptimalan interaksi digital, pemanfaatan elemen budaya lokal dalam kampanye pemasaran, dan peningkatan program loyalitas pelanggan melalui penawaran dan pengalaman yang dipersonalisasi.
Kata kunci: Penetrasi Pasar, Perilaku Konsumen, Pemasaran Strategis, Analisis SWOT
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DOI: https://doi.org/10.37531/sejaman.v7i2.7739
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