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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Journal of Regional and City Planning Jurnal Administrasi Kesehatan Indonesia The Asian Journal of Technology Management (AJTM) Binus Business Review Syntax Literate: Jurnal Ilmiah Indonesia Journal of Innovation, Business and Entrepreneurship Almana : Jurnal Manajemen dan Bisnis International Journal of Applied Business Research Jurnal Doktor Manajemen (JDM) Indonesian Journal of Electrical Engineering and Computer Science Jurnal Transportasi Multimoda Journal of the Civil Engineering Forum Cerdika: Jurnal Ilmiah Indonesia Eduvest - Journal of Universal Studies Journal of Consumer Study and Applied Marketing Journal Integration of Management Studies
Belgiawan, Prawira Fajarindra
School of Business and Management, Institut Teknologi Bandung
Aerospace Engineering Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Transportation Other

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Journal : Cerdika: Jurnal Ilmiah Indonesia

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Proposed Marketing Strategies to Increase Product Awareness for Instant Drip Bag Coffee Nugraha, Ivan Zacky; Belgiawan, Prawira Fajarindra
Cerdika: Jurnal Ilmiah Indonesia Vol. 5 No. 2 (2025): Cerdika: Jurnal Ilmiah Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/cerdika.v5i2.2507

Abstract

The coffee industry in Indonesia has experienced significant growth, driven by evolving consumer preferences and the increasing popularity of coffee culture. Portacaba Roastery, a Bandung-based coffee company, has established itself as a key supplier of ground coffee to businesses but faces challenges in expanding its market to direct consumers, particularly for its instant drip bag coffee products. This study aims to identify the main causes of low product awareness and develop effective marketing strategies to increase consumer recognition of Portacaba’s instant coffee offerings. Using a qualitative research approach, data collection was conducted through in-depth interviews with stakeholders, including Portacaba's owners and potential customers. The research utilizes Porter’s Five Forces, SWOT analysis, and consumer behavior analysis to evaluate market conditions and competitive positioning. Findings indicate that limited brand awareness, high competition, and a lack of differentiation in marketing approaches hinder the growth of Portacaba’s instant coffee segment. To address these challenges, the study proposes a multi-faceted marketing strategy, including content marketing, social media engagement, influencer partnerships, targeted digital advertising, and customer loyalty programs. By implementing these strategies, Portacaba can strengthen its market presence, enhance consumer engagement, and drive sales of its instant drip bag coffee.
Co-Authors Adzhani, Indira Ayu Akhmad Rizal Arifudin Amalia, Hanif Mentari Anggiana, Hanna Annisa Rahmani Qastharin Anzy Indrashanty Arsallia, Sheryta Bambang Pramono Cariera, David Dedy Cahyadi Dedy Sushandoyo Dimas Bayu Endrayana Dharmowijoyo Dirgoaji, Chrisnanda Mukti Elviana R. Simbolon Faridian Wirayat, Mohamed Yusuf Ferica, Michelle Fitri Aprilianty Gumilang, Muhammad Pring Ligar Hapsari, Yustisiana Tika Harimukti Wandebori Hasriwan Putra Herawati Herawati Herma Juniati Idham, Idham Ikhsani, Nadine Maura Ikhsani, Nadine Maura Intariani, Diah Dewi Irawati Andriani Jasmine Shafira, Jasmine Liane Okdinawati LIANE OKDINAWATI, LIANE Lidia Mayangsari Listantari Listantari Maria Magdalena Marlia Herwening Mayangsari, Lidia Muhamad Abdilah Ramdani MUHAMAD RIZKI Muhammad Rafi Fathurahman Muharrama, Rivadi Ariq Mursyid Hasan Basri Mustika Sufiati Purwanegara Natalie, Gabriella Nisful Laila Nofela, Nabilla Putri Nugraha, Ivan Zacky Nur Alim, Muhammad Iqbal Oktofa yudha Sudrajad Persada, Satria Fadil Putri, Christina Ari Pramono Putri, Navissa Syahnindita Raden Aswin Rahadi Ramadhan, Mochamad Ramadhan, Yusuf Afif Reslyana Dwitasari Reza Ashari Nasution Rita Pasaribu Rudito, Priyanto Sakti, Satrio Pramanta Salsabila, Unik Hanifah Samardhya, Kalyana Anjani Santoso, M. Setyawan Satara, Ashifa Setiawan, Christoforine Agatha Subekti, Muhammad Raka Rio Imam Subiakto Soekarno Suci Susanti Sudarso Kaderi Wiryono Sugiyanto Sugiyanto Suwarno, Bukky Tanzil, Devina Tri Basuki Joewono Umiyatun hayati Triastuti Utari, Beatrice Amabella Wardhana, Sokha Wawan Dhewanto Win Akustia Windasari, Nila Armelia Wirayat, Mohamed Yusuf Faridian Yessi Gusleni Yudha, Jerry Pima yuveline aurora