Analisis Strategi Marketing Mix Dalam Meningkatkan Penjualan Pada Coffee Shop The Liter Di Summarecon Bekasi

Abstract

Marketing strategies play an important role in achieving business success, as these areas
significantly contribute to the realization of a business plan that helps maintain and increase sales
while securing market positions by leveraging opportunities and strengthening sales through the
implementation of marketing mix strategies. The researchers used a qualitative approach to involve
researchers in gaining a better understanding of complex and contextual phenomena to report a
detailed perspective from informant sources in the research environment, focusing mainly on the
phenomenon of marketing strategy in the concept of the marketing mix theory in increasing sales
at the coffee shop The Liter at Summarecon Bekasi. The marketing mix strategy for boosting sales
at The Liter coffee shop has produced positive consumer feedback through direct communication
in the store and interaction through social media. However, the lack of activity in social media has
resulted in many consumers still not realizing the existence of the brand The Liter. There is no
special online booking application in The Liter and no consumer membership program; there is no
event that attracts the general consumer because it is only scheduled for a special event of K-Pop
fans; the menu offered by The Liter is very monotonous; there is no update of special beverage
variants, so consumers get bored.