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Advances in Social Sciences Research Journal – Vol. 10, No. 8
Publication Date: August 25, 2023
DOI:10.14738/assrj.108.15206.
Pratiwi, F. R., Kriyantono, R., & Prasetyo, B. D. (2023). Designing Marketing Communication Strategy in the New Normal Era at Cafe
Apung Rowo Klampok in Senggreng Village Sumberpucung District Malang Regency. Advances in Social Sciences Research Journal,
10(8). 210-219.
Services for Science and Education – United Kingdom
Designing Marketing Communication Strategy in the New
Normal Era at Cafe Apung Rowo Klampok in Senggreng
Village Sumberpucung District Malang Regency
Fitri Retnowati Pratiwi
Communication Science, Brawijaya University, Malang, Indonesia
Rachmat Kriyantono
Communication Science, Brawijaya University, Malang, Indonesia
Bambang Dwi Prasetyo
Communication Science, Brawijaya University, Malang, Indonesia
ABSTRACT
Cafe Apung Rowo Klampok is a floating-themed cafe located in the village of
Senggreng, Sumberpucung District, Malang Regency. The establishment of cafes,
coffee shops, and similar ventures has become one of the developments in the
creative economy by capitalizing on existing opportunities. Meanwhile, the shift in
lifestyle within society has transformed cafes into places of entertainment and an
integral part of daily life, attracting entrepreneurs to explore cafe businesses.
Consequently, numerous cafes have emerged in various regions, including in
Senggreng. During the Covid-19 pandemic, Cafe Apung Rowo Klampok did not
possess a marketing communication strategy to compete with its competitors.
Marketing communication strategy is a crucial aspect for the successful operation
of any business. This study aims to design a marketing communication strategy
suitable for Cafe Apung Rowo Klampok in the New Normal Era using the SWOT
analysis. This descriptive qualitative study adopted a constructivist paradigm and
the SWOT analysis. The café’s factors were rated using the IFAS and EFAS matrices.
The weighted scores were then used to ascertain the cafe’s position, which, in this
case, places the café in Quadrant I, implying the need to apply an aggressive growth
policy. The café is recommended to focus on utilizing its strengths and capitalizing
on available opportunities as marketing strategies. The alternative strategies
applicable to this cafe in the New Normal Era involve developing and enhancing
both offline and online promotional efforts across various social media platforms,
and leveraging technological advancements for marketing purposes, such as
providing online delivery services.
Keywords: Internal and External Identification, Marketing Communication Strategy,
SWOT, Covid-19.
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Pratiwi, F. R., Kriyantono, R., & Prasetyo, B. D. (2023). Designing Marketing Communication Strategy in the New Normal Era at Cafe Apung Rowo
Klampok in Senggreng Village Sumberpucung District Malang Regency. Advances in Social Sciences Research Journal, 10(8). 210-219.
URL: http://dx.doi.org/10.14738/assrj.108.15206
INTRODUCTION
The current business landscape has become increasingly competitive and demanding,
requiring companies to thoroughly understand their customers. This endeavor is crucial as
customers are the primary focus of any company, and comprehending their needs and
preferences would aid the company in competing effectively with its competitors. Additionally,
the success of a company is intrinsically linked to its marketing communication strategy. In the
realm of marketing communication, the communication strategy acts as a stimulus for eliciting
responses from customers (Kriyantono, 2020). However, in the process of executing marketing
communication activities, companies often encounter challenges stemming from external
factors (Maulana et al., 2021). The Covid-19 pandemic in early 2020 is responsible for economic
downturns across various sectors. In response to this situation, the government has
implemented various initiatives, such as social distancing measures, the enforcement of Large- Scale Social Restrictions (PSBB), and the implementation of Community Activity Restrictions
(PPKM) to curtail the spread of the Covid-19 virus (Aini & Noor, 2022). In this context, Cafe
Apung Rowo Klampok is one of the businesses that has been adversely affected by the Covid- 19 pandemic.
Situated in the village of Senggreng, Sumberpucung District, Malang Regency, Cafe Apung Rowo
Klampok is not the only cafe in the area. There are several other cafes nearby, such as Kafe
Miemiel, Kafe Cuaan Senggreng, Januari Kopi Hari Ke 1, Kafe Ketan Midle, Kopital, and others.
However, Cafe Apung Rowo Klampok distinguishes itself from its competitors through its
unique features. Notably, the cafe's distinctiveness lies in its ability to float and sway on the
water, as it is located at the center of Rowo Klampok Lake. The cafe boasts a beautiful design
with semi-indoor and outdoor areas, offering breathtaking views of the natural surroundings.
Moreover, it serves delicious traditional rural dishes and beverages at affordable prices, making
it even more appealing. Additionally, the cafe provides various amenities, including restrooms,
CCTV surveillance, a playground, fishing spots, and other family-friendly recreational facilities.
Unfortunately, due to the Covid-19 virus, numerous businesses, including Cafe Apung Rowo
Klampok, were forced to temporarily close their operations for approximately two months. The
cafe had to comply with government regulations related to Large-Scale Social Restrictions
(PSBB) and minimize the spread of the virus. Eddy Susanto, the Chairman of the Indonesian
Cafe and Restaurant Entrepreneurs Association (APKRINDO), has stated that the restaurant
industry has experienced a significant decline of more than 50% since the onset of the Covid- 19 pandemic (Mayasari, 2020). The culinary business is focused on fulfilling fundamental
human needs (Sukma in Faizah, 2022). Moreover, it significantly contributes to the economic
growth of Indonesia.
In the current era of the new normal, the Indonesian government and society are required to
adapt their activities amidst the pandemic (Adrinoviarini et al., 2022). The government has
eased some regulations but still mandates adherence to health protocols. In this situation, Cafe
Apung Rowo Klampok must comply with these protocols, which entails implementing strict
health measures within the cafe, providing necessary health-related amenities, and adjusting
its operational hours to between 10:00 AM to 7:00 PM, among other measures. During the
pandemic, Cafe Apung Rowo Klampok has experienced a stable flow of visitors, with
approximately 40% of the usual daily visitors. Various marketing communication strategies
have been employed, such as promotions on Instagram, WhatsApp, collaborations with local
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 8, August-2023
Services for Science and Education – United Kingdom
influencers, and more. However, these efforts have not yet met Cafe Apung Rowo Klampok's
expectations in terms of increasing the number of visitors, boosting product sales, and
enhancing overall revenue. Therefore, marketing strategy serves as both the objective and
target of marketing efforts, combining various policies into a unified plan (Irmayani in
Adrinoviarini et al., 2022). To achieve the desired outcomes for Cafe Apung Rowo Klampok, a
diligent effort is required to assess its position using the SWOT analysis.
SWOT analysis involves systematically identifying various factors to formulate company
strategies (Rangkuti, 2016, p. 19). This analysis maximizes strengths, addresses weaknesses,
capitalizes on opportunities, and mitigates threats. The process of strategic decision-making is
always linked to the development of company objectives, mission, policies, and strategies. The
aim of this research is to analyze and design a marketing communication strategy suitable for
Cafe Apung Rowo Klampok, utilizing the SWOT analysis method. Given that Cafe Apung Rowo
Klampok is one of the cafes impacted by the Covid-19 pandemic, the research results can serve
as a reference for the owners or managers in determining their business strategies in the new
normal era and beyond
LITERATURE REVIEW
Marketing Communication Strategy
According to Prisgunanto, marketing communication is a component of the marketing mix that
involves communication between an organization or company and its target audience in
various forms aimed at achieving marketing performance (Mulitawati & Retnasary, 2020).
Furthermore, Mulitawati & Retnasary (2020) explained that there are several marketing
communication strategies, including advertising, sales promotion, public relations and
publicity, personal selling, and direct marketing.
Marketing Communication
Marketing communication serves as a means to promote what a company or individual offers
and achieve both financial and non-financial goals (Shimp, 2003, p. 4).
According to Philip Kotler, marketing involves the buying and selling of goods or services based
on the desire to buy and sell (Wijayanthi & Dyah Savitri, 2021). Meanwhile, the marketing mix
is a marketing tool used by companies to achieve marketing objectives, consisting of 7P's:
product, price, place, promotion, people, process, and physical evidence (Budiman & Christine,
2017)
SWOT Matrix
The SWOT matrix is a matching tool used to assist managers in developing four types of
strategies, namely, Strength-Opportunity (SO) strategy, Weakness-Opportunity (WO) strategy,
Strength-Threat (S-T) strategy, and Weakness-Threat (W-T) strategy (Prasetyo et al., 2018, p.
81).
Research Method
This descriptive qualitative study applied a constructivist/ interpretive approach. Kriyantono
(2020, p. 51) Views communication phenomena as meanings constructed by individuals
involved in the communication process. It aims to explore and understand the meanings that
occurred in interactions and communication relationships in a natural setting. Informants were