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Marketing Mix Strategy for a Coffee Brand: Evidence from Mojokerto City, Indonesia

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  • Sheila Kartikasari

    (Agribusiness Department, Faculty of Agriculture, Universitas Pembangunan Nasional “Veteran†Jawa Timur, Indonesia)

  • Sri Tjondro Winarno

    (Agribusiness Department, Faculty of Agriculture, Universitas Pembangunan Nasional “Veteran†Jawa Timur, Indonesia)

  • Dan Eko Nurhadii

    (Agribusiness Department, Faculty of Agriculture, Universitas Pembangunan Nasional “Veteran†Jawa Timur, Indonesia)

Abstract

This paper attempts to show the marketing mix strategy of coffee at Cafe Budaya Kopi and Loodst Coffe, Mojokerto City. The data used in this study used a questionnaire. The sampling method used convenience sampling. The number of samples collected was 100 samples. The data analysis technique used by the researcher was descriptive statistics and inferential statistics. To analyze the data, we use Partial Least Square (PLS). SEM-PLS analysis using the outer model and inner model. The results of the study prove that Loodst Coffee and Cafe Budaya Kopi in marketing their products apply the 7P marketing mix strategy to compete in the market with other similar products. The variables of the marketing mix of product, price, place, promotion, process, people, and physical evidence get respondents’ ratings in the good category. The 7P marketing mix variables partially product, price, place, promotion, process, people and physical evidence have a significant positive effect on customer satisfaction at Loodst Coffee and Coffee Culture.

Suggested Citation

  • Sheila Kartikasari & Sri Tjondro Winarno & Dan Eko Nurhadii, 2022. "Marketing Mix Strategy for a Coffee Brand: Evidence from Mojokerto City, Indonesia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(1), pages 762-767, January.
    • Handle: RePEc:bcp:journl:v:6:y:2022:i:1:p:762-767
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