Strategi Pengembangan Usaha sebagai Upaya Peningkatan Minat Beli Konsumen pada Vokafe di Kota Bogor

Abstract

Vokafe merupakan kedai kopi yang menawarkan produk berbahan baku specialty quality, namun pemanfaatan pemasaran digital belum optimal. Penelitian ini bertujuan mengidentifikasi faktor internal dan eksternal, merumuskan strategi pengembangan bisnis berbasis pemasaran digital, menentukan strategi prioritas, serta mengevaluasi implementasinya. Metode yang digunakan meliputi analisis Matriks IFE, EFE, IE, SWOT, QSPM, regresi linier sederhana, uji t, dan R/C Ratio. Hasil penelitian menunjukkan bahwa Vokafe memperoleh skor IFE sebesar 3,01 dan EFE sebesar 3,08, sehingga berada pada Sel I (Grow and Build). Strategi prioritas yang dihasilkan adalah pemberian edukasi mengenai kopi specialty quality melalui Instagram. Implementasi strategi tersebut berpengaruh positif dan signifikan terhadap minat beli konsumen (Sig. 0,000 < 0,05) serta meningkatkan nilai R/C Ratio menjadi 1,16. Hasil penelitian menunjukkan bahwa strategi edukasi melalui pemasaran digital efektif mendukung pengembangan bisnis dan peningkatan minat beli konsumen di Vokafe.

Vokafe is a coffee shop offering specialty-quality coffee products, however, its utilization of digital marketing has not been fully optimized. This study aimed to identify the internal and external factors affecting the business, formulate business development strategies, determine the priority strategy, and evaluate its implementation. The analytical methods employed in this study included the IFE Matrix, EFE Matrix, IE Matrix, SWOT analysis, QSPM, simple linear regression, t-test, and Revenue-Cost (R/C) Ratio analysis. The results showed that Vokafe obtained an IFE score of 3,01 and an EFE score of 3,08, placing the business in Cell I (Grow and Build). The priority strategy identified was providing educational content on specialty-quality coffee through Instagram. The implementation of this strategy had a positive and significant effect on consumers purchase intention (Sig. 0,000 < 0,05) and increased the R/C Ratio to 1,16. These findings indicate that educational content delivered through digital media is effective in supporting business development and increasing consumers purchase intention at Vokafe.