Strategi Marketing mix 7P dalam Meningkatkan Customer loyalty Jago Coffee

Abstract

Perilaku mengonsumsi kopi telah menjadi bagian dari gaya hidup urban, hal ini mendorong perkembangan berbagai model bisnis minuman kopi salah satunya kopi keliling dengan konsep modern. Jago Coffee sebagai pionir menghadapi dinamika persaingan semakin ketat yang dapat memengaruhi keberlanjutan bisnisnya. Penelitian ini bertujuan untuk mengidentifikasi strategi marketing mix existing Jago Coffee, menganalisis karakteristik dan perilaku pembelian konsumen, pengaruh marketing mix 7P terhadap cutomer loyalty yang dimediasi customer satisfaction, serta merumuskan rekomendasi strategis. Metode penelitian yang digunakan adalah mix-method. Data diolah menggunakan analisis deskriptif dan SEM-PLS. Hasil penelitian menunjukkan bahwa strategi existing Jago Coffee mencakup produk kopi dan non kopi (product), harga yang kompetitif (price), sistem kopi keliling di wilayah Jakarta (place), pemasaran media sosial (promotion), pelatihan barista (people), efisiensi pemesanan digital (process) serta penggunaan gerobak listrik (physical evidence). Konsumen didominasi oleh Generasi Z dengan preferensi utama pada cita rasa produk. Seluruh elemen 7P memiliki pengaruh signifikan terhadap customer loyalty melalui mediasi customer satisfaction. Strategi yang disarankan yaitu peningkatan quality control (product), value communication (price), ekspansi wilayah distribusi (place), komitmen green marketing (promotion), evaluasi kinerja (people), optimalisasi performa aplikasi (process), peningkatan user interface dan experience (physical evidence).

The behavior of consuming coffee has become part of the urban lifestyle, leading to the growth of various coffee business models, including mobile coffee with modern concept. As a pioneer, Jago Coffee faces growing competition that may affect its business sustainability. This study aims to identify Jago Coffee’s existing marketing mix strategy, analyze consumer characteristics and buying behavior, the influence of the 7P marketing mix on customer loyalty mediated by customer satisfaction, and provide strategic recommendations. A mixedmethod approach was used, with data analyzed through descriptive analysis and SEM-PLS. The results show that Jago Coffee’s current strategy includes coffee and non-coffee products (product), competitive pricing (price), a mobile coffee system in Jakarta (place), social media marketing (promotion), barista training (people), digital ordering efficiency (process), and the use of electric carts (physical evidence). Consumers are mostly from Generation Z, with a main preference for taste. All 7P elements significantly influence of the 7P marketing mix on customer loyalty mediated by customer satisfaction. Suggested strategies include quality control improvement (product), value communication (price), distribution area expansion (place), commitment to green marketing (promotion), performance evaluation (people), app performance optimization (process), and improvement of user interface and experience (physical evidence).