Proposed Marketing Strategy for Talanoa Kopi and Space

Abstract

Indonesia's economy is critically dependent on Micro, Small, and Medium Enterprises (MSMEs), which make substantial contributions to GDP and employment. Among them, the food and beverage (F&B) industry has experienced remarkable development, which has been fuelled by consumer trends and the increasing popularity of coffee. The objective of this research is to suggest strategies for enhancing the competitiveness of Talanoa Kopi and Space, a coffee establishment located in Cibubur, by enhancing brand awareness, consumer attitudes, and purchase intention. Structural Equation Modelling Partial Least Squares (SEM-PLS) is employed to test hypotheses concerning the Marketing Mix, Brand Awareness, Customer Attitude, and Purchase Intention in the study, which employs a quantitative approach.
The results indicate that Customer Attitude and Purchase Intention are substantially influenced by Brand Awareness, both directly and through mediation. In the same way, the Marketing Mix influences Customer Attitude, but its influence on Purchase Intention is mediated by Customer Attitude. These observations underscore the significance of enhancing brand recognition and tailoring marketing strategies to meet consumer expectations.Proposed business solutions include implementing a multi-channel ordering system, launching loyalty programs, diversifying product offerings, and enhancing customer experiences through innovative services and interactive engagement.

The proposed strategies are designed to strengthen Talanoa’s market position amidst intense competition. By integrating digital and offline marketing efforts and leveraging customer insights, the coffee shop can attract new customers while retaining loyal ones. This research contributes to the academic understanding of the interplay between marketing variables and consumer behavior while providing actionable recommendations for MSMEs in the F&B sector. Future studies could explore similar frameworks in different contexts to validate these findings and enhance generalizability.