Abstract
In the 4.0 era, coffee consumption during the 2016–2021 period is predicted to grow an average of 8.22 percent per year. Coffee milk is the best-selling product in the industry. Meanwhile, the development of technology and online transportation allows consumers to order food and beverages from home. This brings the concept of a new coffee shop business model; it is called Coffee to Go. There are so many Coffee to Go in Bogor City, which makes the industry more competitive. This study aims to know Katuhu Coffee's consumer target's characteristics and consumer behavior, customer satisfaction index of Katuhu, importance and performance index of Katuhu Coffee's marketing mix, and formulate marketing strategies for Katuhu Coffee. This research uses the importance-performance analysis (IPA) and customer satisfaction index (CSI) method. The CSI of Katuhu Coffee is 77.2 percent with menu variants, convenient place, doing endorsement, and doing promos in online stores are the attributes need to be fixed. The resulting strategy based on priority includes (1) Innovative menus and product size for coffee and non-coffee menus; (2) Increasing online store promos; (3) Increasing doing endorsement and Instagram ads; (4) Increasing convenience in offline store services; and (5) Expanding Katuhu Coffee sales channel. Keywords: coffee in era 4.0, coffee to go, coffee milk, consumer satisfaction, CSI, IPA
Highlights
During the 2016–2021 period, Indonesian coffee consumption is predicted to grow an average of 8.22%/year
This study aims to know Katuhu Coffee's consumer target's characteristics and consumer behavior, customer satisfaction index of Katuhu, importance and performance index of Katuhu Coffee's marketing mix, and formulate marketing strategies for Katuhu Coffee
The top three attributes considered in the purchase of Coffee to Go products include (1) Coffee menu variants (83%); Product flavors (81%), and (3) Non-coffee menu variants (75%)
Summary
During the 2016–2021 period, Indonesian coffee consumption is predicted to grow an average of 8.22%/year. The increase in the amount of coffee consumption and lifestyle changes in Indonesia have an impact on the Indonesian coffee industry. Indonesia's coffee industry has increased in the downstream industry, as seen in the rise of coffee shops. Many coffee products are often found in coffee shops, such as black coffee, modern milk coffee, roasted coffee beans, and sachet coffee. One of the products produced by coffee that is currently selling among the public and has become one of the contributors to the increase in coffee consumption is the latest milk coffee. As reported from a survey conducted by IDN Times, out of 386 respondents in six major cities in Indonesia, the majority of today's milk coffee connoisseurs consume milk coffee today on average in less than three times a month (41.7%), with private workers ranked top with a percentage of 47.6% and students with a percentage of 35.5% (Cahya, 2019)
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