Strategi Employee Advocacy dalam Peningkatkan Penjualan pada Gold Drip Coffee

Abstract

Persaingan dalam industri kedai kopi mendorong pelaku UMKM untuk menerapkan strategi pemasaran yang adaptif. Gold Drip Coffee mengalami stagnasi omzet dan memerlukan strategi yang sesuai dengan kondisi internal. Penelitian ini bertujuan untuk menganalisis tahapan implementasi strategi employee advocacy, mengevaluasi dampaknya terhadap peningkatan penjualan, serta merumuskan implikasi manajerial. Penelitian ini merupakan action research dengan pendekatan deskriptif yang dilaksanakan pada Juni–Oktober 2022. Data diperoleh melalui wawancara dengan pemilik, observasi, dokumentasi, dan studi literatur. Strategi employee advocacy dilaksanakan dengan melibatkan seluruh karyawan dalam promosi melalui media sosial pribadi maupun komunikasi personal. Pendekatan ini dinilai relevan bagi UMKM kedai kopi karena hemat biaya dan memanfaatkan potensi jejaring sosial internal. Strategi diimplementasikan melalui enam tahapan dan dilaksanakan dalam tiga batch rekrutmen karyawan. Hasil penelitian menunjukkan bahwa strategi ini mendorong peningkatan omzet bulanan sebesar 130%, serta membentuk budaya kerja yang partisipatif. Implikasi manajerial mencakup penyusunan SOP reward dan punishment, penunjukan figur advocacy leader, serta pemanfaatan eks karyawan sebagai mitra promosi.

The competition in the coffee shop industry encouraged MSMEs to adopt adaptive marketing strategies. Gold Drip Coffee experienced stagnant sales and required a strategy aligned with its internal conditions. This study aimed to analyze the stages of employee advocacy strategy implementation, evaluate its impact on sales growth, and formulate managerial implications. The research was conducted as action research with a descriptive approach from June to October 2022. Data were col ected through interviews with the owner, observation, documentation, and literature review. The employee advocacy strategy was implemented by involving all employees in promotional activities through personal social media and interpersonal communication. This approach was considered relevant for MSME coffee shops due to its cost effectiveness and the use of internal social networks. The strategy was implemented in six stages and executed in three batches of employee recruitment. The results showed that this strategy contributed to a 130% increase in monthly revenue and fostered a culture of participatory work. Managerial implications included the development of reward and punishment SOPs, the appointment of an advocacy leader, and the engagement of former employees as informal promotional partners.