Pengaruh Marketing Mix 4P dan Variety Seeking Kopi Keliling terhadap Brand Switching pada Merek Jago Coffee

Abstract

Pertumbuhan industri kopi dan tren kopi keliling mendorong Jago Coffee untuk berinovasi melalui konsep penjualan kopi berbasis mobilitas. Namun, Jago Coffee masih menghadapi tantangan dalam menarik konsumen dari merek lain karena fenomena brand switching. Penelitian ini bertujuan untuk menganalisis pengaruh marketing mix 4P dan variety seeking terhadap brand switching pada merek Jago Coffee. Metode yang digunakan berupa survei melalui penyebaran kuesioner kepada 204 responden di wilayah Jabodetabek dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa variabel product, price, place, promotion, dan variety seeking berpengaruh positif dan signifikan terhadap brand switching. Berdasarkan hasil tersebut, rumusan strategi yang direkomendasikan untuk mendorong terjadinya brand switching ke merek Jago Coffee antara lain menerapkan program bundling, inovasi produk, perluasan wilayah strategis di luar Jakarta, penambahan variasi menu unik dan penguatan digital marketing secara intensif.

The growth of the coffee industry and the rising trend of mobile coffee services have encouraged Jago Coffee to innovate through a mobility-based coffee selling concept. However, Jago Coffee still faces challenges in attracting consumers from other brands due to the phenomenon of brand switching. This study aims to analyze the influence of the 4P marketing mix and variety seeking on brand switching toward the Jago Coffee brand. The research method involved a survey through the distribution of questionnaires to 204 respondents in the Jabodetabek and was analyze using SEM-PLS. The results show that the variables of product, price, place, promotion, and variety seeking have a positive and significant effect on brand switching. Based on these findings, the recommended strategies to encourage brand switching toward Jago Coffee brand include implementing bundling programs, product innovation, expanding strategic areas outside Jakarta, introducing unique menu variations, and intensifying digital marketing efforts.