Creating a Homey Coffee Shop Concept in "Kedai Sepenuh Kopi"
DOI:
https://doi.org/10.14738/abr.109.13140Keywords:
Kedai Sepenuh Kopi; Homey coffee shop conceptAbstract
Service is the core product that provides essential consumer benefits. A business with excellence in service quality will increase customer satisfaction. This study aims to explain the company following the planning carried out by taking into account several aspects that have been previously analyzed and prove the feasibility analysis of the business that has been made goes according to plan. The method used is observation to see the development of Sepenuh Kopi as a new cafe in implementing its business. The results of this study reveal that business practices have been carried out well as a contemporary cafe project, starting from September 2019 to March 2022. In the current period in the first three months, namely September, October, and November, which is the initial introduction stage of Sepenuh Kopi as a newly established shop, the desired target consumer has not yet been achieved. However, the following month there was an increase and exceeded the desired sales target. The Covid-19 pandemic has caused sales to drop drastically. However, income gradually improved after making changes and holding a soft opening.
References
REFERENCES
David, F. R. and David F. R. (2017) Strategic management: Concepts & Cases, 16th edition, Boston, USA: Pearson Education.
Heizer, J., Render B., and Munson, C. (2020), Operations Management: Sustainability and Supply Chain Management, 13th edition, Harlow, UK: Pearson Education.
Kotler, P., Keller, K. L., and Chernev, A. (2022), Marketing Management -16th edition, Harlow, UK: Pearson Education.
Mondy, R. W., and Martocchui, J. J. (2016). Human Resource Management 14th edition, Harlow: Prentice Education.
Snell, S. A. and Morris, S. S. (2019). Managing Human Resources, 18th edition Boston, USA: Cengage Learning.
Brigham, E. F., Houston, J. F., Hsu, J-M., Kong, Y. K., and Bany-Ariffin, A. N. (2018). Essentials of Financial Management, 4th edition, Singapore: Cengage Learning
Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72(November 2017), 86–97.
Kim, S. H., Kim, M., & Holland, S. (2018). How Customer Personality Traits Influence Brand Loyalty in the Coffee Shop Industry: The Moderating Role of Business Types. International Journal of Hospitality and Tourism Administration, 19(3), 311–335.
Lee, J. (2017). The effects of brand identity of Starbucks Coffee specialty store on brand trust of customers, brand attachment, revisit intention, and word of mouth intention. Journal of Digital Convergence, 15(12), 159–167.
Lee, W. S., Moon, J., & Song, M. (2018). Attributes of the coffee shop business related to customer satisfaction. Journal of Foodservice Business Research, 21(6), 628–641.
Pricilia, M., & Abadi, F. (2015). Analyzing the Affect of Brand Image, Service Quality, and Customer Satisfaction Toward Customer Loyalty in a Premium Coffeehouse Retailer, Case of Starbucks Indonesia in Tangerang Area. International Conference on Innovation, Entrepreneurship and Technology, November, 112–123.
Mohamud, S. S., Khalifa, G. S. A., Abuelhassan, A. E., & Kaliyamoorthy, S. (2017). Investigating the Antecedents of Coffee Shop Customers' Behavioral Intentions in Kuala Lumpur. International Journal on Recent Trends in 82 Business and Tourism, 1(4), 1–14.
Kim, S. H., Kim, M. S., & Lee, D. H. (2016). The effects of personality traits and congruity on customer satisfaction and brand loyalty: Evidence from coffee shop customers. In Advances in Hospitality and Leisure (Vol. 12).
Farida, N., & Ardyan, E. (2015). Repeat purchase intention of Starbucks consumers in Indonesia: A green brand approach. Trziste, 27(2), 189–202.
Chung, Y. C., Liao, S. H., & Chang, W. J. (2018). Longlive Friendship? Relationships among friendship, trust and brand loyalty: A study of Starbucks. International Journal of Web-Based Communities, 14(4), 1.
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(June 2018), 50–59.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Dessy Isfianadewi, Septianti Anita Devi
This work is licensed under a Creative Commons Attribution 4.0 International License.
