BRAND ACTIVATION SEBAGAI BENTUK STRATEGI KOMUNIKASI PEMASARAN TERPADU (STUDI KASUS: HEADSTOCK COFFEE DI BALIKPAPAN)

This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.

The growth in size of coffee shops in Indonesia, makes people do not recognize the coffee shop brand that exists. Therefore, it is important for business to build brand awareness so that it is better known by the public. With the rapid development social media today, many coffee shops are using social media to attract consumers and market their products. The goal of this research is to describe brand awareness on Instagram social media in the coffee shop business. Secondly to describe does social media the coffee shop brand has maintained customer relationships through its content on social media and the last one is by giving recommendation to a coffee shop for using digital marketing strategy. This research uses Secondary Data and Content Analysis methods to collect all the data needed. Author can conclude that digital marketing is very important moreover when running a coffee shop business, for that coffee shop can build their brand awareness. Author recommendations are post content every day, utilize the Instagram Story feature and Highlight, using general hashtag, and do collaboration. The data that author been analyze every top local coffee shop in Indonesia already had their own marketing strategy in social media however their engagement that they obtained still low.

The number of coffee shops that appear in Denpasar City makes business competition in this city increasing. The increasing number of coffee shops makes the current market competition also increases, so it is important for coffee shop owners to pay attention to their business income factors so that business continuity is maintained. The purpose of this study is to analyze how; 1) The simultaneous effect of e-commerce utilization, working hours, technology, and capital on coffee shop income; 2) The partial effect of e-commerce utilization, working hours, technology, and capital on coffee shop income; 3) The role of capital in moderating the influence of technology on coffee shop income in Denpasar City. This study used a quantitative approach with associative explanation level. Data type that used was primary data with a population of 151 coffee shop businesses in Denpasar City. The sample in this study was 61 coffee shop businesses collected through observation, interview, and in-depth interview methods. The sample was selected through probability sampling technique with a simple random sampling approach. Data analysis technique methods used in this study include descriptive statistics, classical assumption test, and moderated regression analysis. The results of the analysis show that; 1) E-commerce utilization, working hours, technology, and capital has a significant simultaneous effect on income; 2) E-commerce utilization, technology, and capital has a partially significant positive effect on income, but working hours do not have a significant effect on income; 3) Capital variables do not moderate the influence of technology on coffee shop income in Denpasar City. Based on the results of the research, it is expected that the relevant government will routinely hold skills training programs and capital loans for recorded coffee shop business owners so that the sustainability of the coffee shop business in Denpasar City is maintained and developed.

In recent years, SMEs engaged in the creative industry sector in the coffee shop business have continued to show their existence, one of which is the Meine Welt Coffee coffee shop business. This study aims to analyze the feasibility of a coffee shop business at a Meine Welt coffee shop business to find out whether the current business can provide the expected financial benefits with a qualitative approach, namely a research procedure that produces descriptive data collected through interviews, observations and documentation. Sources of data used are primary and secondary data. While the analysis technique used is qualitative analysis techniques to assess legal aspects, environmental aspects, market and marketing aspects, technical and technological aspects, management and human resources aspects and financial aspects. The results of this study indicate that based on non-financial aspects this coffee shop is feasible to run. Analysis of the financial aspects of the Meine Welt coffee shop shows the NPV value of IDR 115,505,164, the Payback Period (PP) for 3 years and 3 months, Profitability Index (PI) 1.78, Internal Rate of Return (IRR) of 36.60%, and Average Rate of Return (ARR) of 160%.

This study aims to analyze how marketing strategies can increase the number of consumers and turnover in Coffee Shop businesses in Medan City. The methods used in this study are qualitative and quantitative research. The data collection studied in this study amounted to 10 coffee shops taken from various locations. The data analysis technique used in this study is Spearman rank correlation analysis. The results of this study indicate that the product has a significant correlation with turnover and an increase in the number of coffee shop consumers in Medan City. Price has an opposite effect to the Number of Consumers, while on turnover it shows that price has an effect in the same direction as Turnover. The results of the study also show a significant relationship between price and Coffee Shop Turnover in Medan City. Location has a weak but significant effect on the Number of Consumers and turnover Coffee shop turnover in Medan City. Likewise, Promotion has a unidirectional and significant relationship between promotion and the Number of Coffee Shop Consumers. While on turnover, promotion has an opposite effect to Turnover and has a significant relationship between promotion and Coffee Shop Turnover in Medan City. The process has an effect in the same direction as the Number of Consumers, while on turnover it shows an insignificant relationship between the process and Coffee Shop Turnover in Medan City. There is an influence between HR and the Number of Coffee Shop Consumers in Medan City, while turnover shows an insignificant relationship between HR and Coffee Shop Turnover in Medan City. The results of this study indicate a significant relationship between Physical Evidence and the Number of Consumers and Coffee Shop Turnover in Medan City.

Coffee is a plantation product that is generally processed into a drink, enjoyed by almost all groups. Along with this, the number of coffee enthusiasts tends to increase, this condition encourages the growth and development of coffee shops operated by people in various regions, giving rise to tight competition between coffee shop entrepreneurs. This research aims to analyze the benefits, feasibility and obstacles of coffee shop businesses in Praya District, Central Lombok Regency. The method used in this research is a descriptive method and data collection uses survey techniques. The unit of analysis is the coffee shop business in Praya District. This research was located in Praya, Prapen and Leneng sub-districts. The respondents in this study were coffee shop entrepreneurs. The selection of respondents was determined using the census method of 11 coffee shop entrepreneurs in Praya District. The results of the research show that the profit obtained in one month from the coffee shop business in Praya District is IDR 4,377,471, the coffee shop business in Praya District is worth running from the R/C value of 1.37 and the profitability value is 37%, and The obstacles faced by coffee shop entrepreneurs in Praya District are technical, management, financial and juridical aspects. Keywords: Eligibility, Coffee Shop, Praya District

Keywords: Strategy, Coffee Shop, Islamic Business Ethics The research in this thesis is motivated by the increasing number of unemployed in Gresik due to the difficulty of finding work in the formal sector. Seeing the habits of the people, especially men in Gresik Regency, who like to consume coffee drinks, this situation has become an opportunity to set up a coffee shop business. In Gresik you can find many coffee shop businesses, but many of these coffee shops are still classified as micro businesses that have been established for years but have not been able to develop. In this case, the researcher tested what factors influence the success of the coffee shop business in Menganti Satellite Indah Housing, so that the results of this research can be used as input and used as motivation so that entrepreneurs want to improve and develop their business in order to achieve the target, namely success in entrepreneurship. So that later it can be used as a choice for people in entrepreneurship to create jobs and reduce unemployment. This research focuses on what factors influence the success of the Fifa 99 coffee shop business in Menganti Satellite Indah Gresik Housing, whether there is an influence between factor 1 (capital, planning and location) on the success of the Fifa 99 coffee shop business in Menganti Satellite Housing. Beautiful Gresik. This research uses a qualitative approach with an ex post facto type of research. The data collection technique in this research uses a questionnaire method. The type of data used in this research is primary data obtained from the results of a questionnaire that was filled out by the owner of a coffee shop business in the Menganti Satelit Indah Menganti Housing Complex, Gresik, which was used as the sample in this research. The data analysis method uses validity and reliability tests, factor analysis then assumption tests and simple linear regression. Based on the results of the analysis, it can be concluded that of the seven variables, namely entrepreneurial characteristics, capital, opportunities, planning, location, marketing and experience studied, there is one factor that influences the success of the coffee shop business in Menganti Satellite Indah Gresik Housing. namely factor 1 capital, planning and strategic location.

Business owners of coffee shops that fall under the Micro, Small, and Medium Enterprises (MSMEs) employ marketing methods to attract more clients to satisfy the demands and preferences of coffee enthusiasts. However, consumer purchasing behavior demonstrates the difficulty in evaluating marketing performance. In light of this, this study employs the Distance from Average Solution Evaluation Method (EDAS). Meanwhile, coffee shop business brands observed and used as alternatives in this study are Coffee Tanem, 1915 Koffie-Huis, Friends of Coffee Salatiga, Dusk Koffie Salatiga, and Street Side Coffee Salatiga. The results of this study show that the EDAS method can be used to optimize coffee shop business services and marketing as a strategic step in strengthening and improving the performance of the coffee shop business or business. In the context of testing the EDAS decision model, each alternative is assigned a random code (A1-A5). Coffee varieties (C1), aroma and roasted level (C2), serving technique variants (C3), beverage prices (C4), and coffeeshop locations (C5) are often employed as criteria, with categories C1–C3 representing advantages, and C4–C5 representing expenses. Based on the EDAS method's calculation results, it can be seen that the top-ranking coffee shops are those that offer a variety of coffee bean varieties (robusta and arabica), various aromas, and roasted levels (light, medium, dark), various serving methods using espresso machines and manual brew, affordable drink prices, and strategically located coffee shops with enough parking. Thus, it is advised that coffee shop business experts assist in improving capital capabilities and business performance and optimize marketing mix components in STP (Segmenting, Targeting, Positioning) marketing strategies to increase trust, sales volume, consumer satisfaction, and loyalty.

The coffee shop has become a promising business. This is indicated by an increase in the amount of consumption coffee of Indonesian people up to 1.79 kg/capita/year in 2019. The increase in the amount of coffee consumption and the establishment of coffee shop businesses has encouraged a shift in people's lifestyles to make coffee as a necessity, social recognition and new trends in community. Coffee shop business has opened new opportunities in developing and establishing coffee shops in various regions in Indonesia, including in Garut, West Java. Due to this phenomenon, the coffee shop is very tempting as a research subject in coffee sales marketing strategies. The purpose of this study was to determine marketing strategies based on consumer behaviour from various circles in several coffee shops in Garut district. The two coffee shops included were Collega Coffe Shop and Kopilogi Coffee Shop. The survey was conducted by interviewing 25 visitors at the Collega Coffe Shop and Kopilogi Coffee Shop. The results of the study showed that a few visitors understood the different taste and variant of coffee offered, but visitors chose a coffee shop because of the facilities offered that provide convenience for visitors/ consumers. The marketing strategy applied by coffee shop to maintain business and to increase its turnover business should cover strategic product, price, place and promotion.

Abstract, This study aims to examine and determine the effect of the level of education, socialization, and information technology on the implementation of Financial Accounting Standards (SAK EMKM) in Micro, Small, and Medium Enterprises (MSMEs) especially on coffee shop businesses in the Bone City Region. This type of research is a quantitative research. The sample in this study is the owner of a coffee shop business in Bone City which 50 people. The data used are primary data derived from respondents' responses through the dissemination of questionnaires with sampling methods using purposive judgement sampling. The data analysis technique used in this study is a multiple regression analysis technique with the help of the SPSS program version 25. In this study using Unified Theory of Acceptance and Use of Technology and human capital theory. The results of this study showed that only the variable levels of education and information technology had a positive influence on the implementation of financial accounting standards of micro, small and medium entities in coffee shop businesses. While other variables, socialization regarding SAK EMKM have no effect on the implementation of financial accounting standards of micro, small and medium entities in coffee shop businesses in Bone City.
 Abstrak, Penelitian ini bertujuan untuk menguji dan mengetahui pengaruh dari tingkat pendidikan, sosialisasi, dan teknologi informasi terhadap penerapan Standar Akuntansi Keuangan (SAK EMKM) pada Usaha Mikro, Kecil, dan Menengah (UMKM) khususnya pada usaha coffee shop di Wilayah Kota Bone. Jenis penelitian ini merupakan penelitian kuantitatif. Adapun sampel dalam penelitian adalah pemilik usaha coffee shop di Kota Bone yang berjumlah 50 orang. Data yang digunakan yaitu data primer yang berasal dari tanggapan responden melalui penyebaran kuesioner dengan metode pengambilan sampel menggunakan purposive judgement samplin. Teknik analisis data yang digunakan dalam penelitian ini adalah teknik analisis regresi berganda dengan bantuan program SPSS versi 25. Dalam penelitian ini menggunakan Unified Theory of Acceptance and Use of Technology dan Human Capital Theory. Hasil penelitian ini menunjukkan bahwa hanya variabel tingkat pendidikan dan teknologi informasi mempunyai pengaruh positif terhadap penerapan standar akuntansi keuangan entitas mikro, kecil dan menengah pada usaha coffee shop. Sedangkan variabel lainnya yaitu sosialisasi mengenai SAK EMKM tidak berpengaruh terhadap penerapan standar akuntansi keuangan entitas mikro, kecil dan menengah pada usaha coffee shop di Kota Bone.

The coffee shop business in Nginden Jangkungan Village, Sukolilo District, Surabaya City, was studied by 6 people and the average income generated was IDR 20,195,000 / month, and had an average total cost incurred each month, namely IDR 8,386,032 / month. For the average profit that will be obtained from the 6 coffee shop business owners studied in the Keputih Village, Sukolilo District, Surabaya City, it is IDR 11,808,967/month. Furthermore, the lowest profit was obtained by Mr. Ridwan, the owner of the Giras Panorama coffee shop, amounting to Rp. 8,460,561/month and the highest was obtained by Mr. Arifudin, amounting to Rp. 16,561,839/month. Meanwhile, Mr. Ridwan is the owner of the largest business capital, namely Rp. 20,249,439/month and the smallest is Mr. Fauzi, which is Rp. 3,802,944. /month. Meanwhile with regard to ROI, the lowest percentage was obtained from the Giras Panorama coffee shop business of 41,781% and the highest was the NS 58 coffee shop, namely 393,827%. the average ROI value of the six coffee shops is 196,290%. In simple terms, in 1 year the average rate of return on investment for the six coffee shops studied was 196,290%. For R/C calculations, the largest value was obtained from the NS 58 coffee shop with 4,938 and the smallest was the Giras Panorama coffee shop with 1,417. The average R/C value for the six coffee shops is 2,962.5. That is, with a capital of IDR 1,000, coffee shops on average earn IDR 2,962.5 or get a profit of IDR 1,962.5 because the total income of the six coffee shops is far greater than the total monthly costs. For the calculation of the B/C ratio, the largest value was obtained for the NS 58 coffee shop at 3,938 and the smallest was for the Giras Panorama coffee shop at 0,417. Meanwhile, the average value of the B/C ratio for the six coffee shops was 1,962.5. That is, Mr. Ridwan as the owner of the Giras Panorama coffee shop which has a ratio of 0.417 or it can be said that it is not feasible to run.

This research aims to determine the social embeddedness and networks that occur in a coffee shop business in Jombang Regency. This research uses a qualitative descriptive method with case studies as the approach. Social embeddedness in the form of relational embeddedness and structural embeddedness that exist in the coffee shop business shows that there is a social relationship that occurs between consumers and the coffee shop which arises from their trust in the coffee shop. Furthermore, structural embeddedness shows collaboration built by the coffee shop with other parties with the aim of building relationships and business continuity. Apart from that, the sustainability of the coffee shop business cannot be separated from the influence of existing social networks, namely social networks between coffee shop owners, social networks between coffee shop owners and employees, social networks between fellow coffee shop employees, and social networks between employees and consumers coffee shop.

This research is “Coffee Shop Teko” located in Pekanbaru with the aims to find out how the influence of management marketing strategy in creasing sales during the covid-19 period competitive advantage. This research method is a descriptive method that observes the object of research and describes a situation in the study. Collecting research using secondary data there is a Coffee Shop Teko reference on the subject being studied. The type of research carried out is qualitative and descriptive research that Coffee Shop Teko uses a marketing strategy in the form of promotion for its products and determines food and beverage prices according to the budget of consumers during the covid-19 period for prices set by competitors. The results showed that during the covid-19 period there was an influence of marketing strategy analysis on increasing business sales at the Coffee Shop Teko. So, young people have a coffee shop business or known as a coffee shop or cafe where young people gather while drinking coffee and enjoying delicious food.

The coffee shop business is a form of business that is quite attractive to entrepreneurs as producers and the wider community as consumers. As is currently busy in the business world, coffee shops are a form of business that is quite attractive to entrepreneurs as producers and for the wider community as consumers. In managing this coffee shop business, coffee shop owners must compete with many other coffee shops, so coffee shop owners must have two good business strategies and innovation and creativity in managing all components that support the running of this coffee shop business. This study aims to determine the effect of Salary and Work-life Balance on Employee Productivity with the mediation of Work Motivation of Coffee Shop Employees. This research was conducted on coffee shop employees who have worked for at least 3 months in Jabodetabek. The sampling method used purposive sampling with a sample size of 170 respondents. The number of statements given to respondents was 17 statement items. The results of this study indicate an insignificant effect on salary with employee productivity, a significant effect on work-life balance on employee productivity, a significant effect of salary on employee work motivation, then a significant effect of work-life balance on employee work motivation , a significant effect of employee work motivation on work-life balance and an insignificant mediating effect on employee work motivation with salary and employee productivity, the mediating effect of employee work motivation with work-life balance and employee productivity. Keywords:Employee Productivity, Employee Motivation, Work-Life Balance, Salary

A business that is growing rapidly in the city of Medan is the emergence of coffee shops. Coffee shop visitors do more than just taste coffee; they also use the space for casual gatherings. It is hoped that the coffee shop business in Medan City will have a positive impact on the development of the city, especially in the economic and tourism sectors. The coffee shop business has the potential to increase community income, employment, tourism and coffee production in the city of Medan. The current emergence of coffee shops cannot be separated from the influence of the big city lifestyle which offers lots of fun for entertainment seekers and has become a favorite "hang out" place for young people in campus areas, shopping centers and offices in the city of Medan. The phenomenon of the presence of a new trend in drinking coffee is actually not much different from drinking coffee in a traditional coffee shop. This research aims to determine the influence of Labor and Technology on Income through Capital as an intervening variable for coffee shop in the city of Medan. This research is a descriptive and quantitative analysis, the sample in this research is 50 respondents who are coffee shop owners in the city of Medan and the data analysis technique used to test the hypothesis is a quantitative analysis technique, which is a way of analyzing data using statistical tools such as SPSS 21.0. The research results show that the variable Labor has a positive and significant effect on income, Technology has a positive and significant effect on income, Labor has a positive and significant effect on capital, Technology has a positive and significant effect on capital, Capital has a positive and significant effect on income, Labor has an effect positive and significant on income through capital as an intervening variable. Technology has a positive and significant effect on income through capital as an intervening variable.