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All Journal Jurnal Manajemen dan Agribisnis Equator Journal of Management and Entrepreneurship Jurnal Ilmu Sosial dan Humaniora Journal of Indonesian Tourism and Development Studies Jurnal Pariwisata Khasanah Ilmu - Jurnal Pariwisata Dan Budaya SEEIJ (Social Economics and Ecology International Journal) YUME : Journal of Management Jurnal Mantik JURNAL MANAJEMEN Tourism Scientific Journal Business Journal : Jurnal Bisnis Dan Sosial Jurnal MEBIS (Manajemen dan Bisnis) Jurnal Ilmiah Manajemen Kesatuan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal of Economy, Education and Entrepreneurship (IJE3) TEKIBA : Jurnal Teknologi dan Pengabdian Masyarakat eScience Humanity Journal Cultoure: Jurnal Ilmiah Pariwisata Budaya Hindu International Journal of Applied Sciences in Tourism and Events SENTRI: Jurnal Riset Ilmiah Media Bina Ilmiah Journal of Management and Administration Provision Journal of Business on Hospitality and Tourism Ranah Research : Journal of Multidisciplinary Research and Development NHI Hospitality International Journal Masyarakat Pariwisata: Journal of Community Services in Tourism Jornal Of Tourism Sciences (Toursci) Dharma: Jurnal Pengabdian Masyarakat IPSSJ TRJ (Tourism Research Journal) Jurnal Ilmiah Pariwisata Jurnal Pemberdayaan Pariwisata
Rahmat Ingkadijaya
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Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Public Health Social Sciences Transportation Other

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Digital Promotion as a Catalyst for Culinary Business Growth: A Strategic Framework for Café Sustainability in Emerging Markets Wijaya Pandu Wicaksono; Rahmat Ingkadijaya; Sofian Lusa; Sri Mariati
Jurnal Penelitian Pariwisata Vol 10 No 2 (2026): (TRJ) Tourism Research Journal
Publisher : Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/trj.v10i2.320

Abstract

This study aims to evaluate the digital promotion strategy of Café Shelter 26 Reborn in Pekanbaru, Riau, and formulate an effective development framework to enhance business sustainability in a highly competitive culinary market. This research employs a qualitative descriptive approach with a case study design. Data was collected through surveys involving 45 costumer sample. The analysis utilizes IFAS and EFAS matrices, followed by a SWOT analysis and Grand Strategy Matrix to determine the optimal strategic direction. The findings indicate that Café Shelter 26 Reborn possesses significant internal strengths, notably high visual aesthetic quality and authentic branding that aligns with the customer experience. However, the cafe faces weaknesses in utilizing two-way interactive features and limited technical capacity for creative content production. Externally, the cafe benefits from strong influencer/KOL leverage and a loyal mature market segment, though it contends with intense competition and rapidly shifting digital algorithmic trends. The Grand Strategy Matrix positions the cafe in Quadrant I, necessitating an aggressive growth strategy. To maintain a competitive advantage, the study recommends a strategic shift from product-centric to experience-centric content, emphasizing the "third space" concept. Furthermore, management should prioritize human resource development in multimedia skills and implement interactive two-way communication strategies on Instagram and TikTok to foster deeper emotional engagement and long-term customer loyalty. Keywords: digital promotion strategy, café, customer experience, SWOT analysis, Pekanbaru
Co-Authors Adhi Trirachmadi Mumin ADINOTO NURSIANA, ADINOTO Agus Maulana Agus Riyadi Agus Riyadi Amrullah Amrullah Angela, Patricia Naomi Angelina, Sheila Canistha Anggoroningrum, Anis Ratih Anis Darsiah Anjarani, Puti Minang Arafaf , Willy Ardiansyah, Syauqi Ariani, Vitria Azulmi, Desy Boediman, Surya Fadjar Bunasor Sanim Cailendra Poetry, Indri Maheswari Choerunisa, Siti Chotibul Umam Chotibul Umam, Chotibul Dewantara, Yudhiet Fajar Dewi, Triana Rosalina Diena Mutiara Lemy Doni Muhardiansyah Edwin Edwin Elissa Letsoin Emansyah, Ferdi Emenina Tarigan, Emenina Emier Osman, Ismeth Ervina Taviprawati Fachrul Husain Habibie, Fachrul Husain Ferdi Emansyah Fetty Asmaniati Fetty Asmaniaty Grace Mailo Gratia Wirata Laksmi Gratia Wirata Laksmi Gurning, Linda RM Hariani, Dina Harsono, Arif Agus Haryono, Joko Heddy Shri Ahimsa Putra FIB UGM Heddy Shri Ahimsa Putra FIB UGM Heny Ratnaningtyas Heny, henyratnaningtyas Hera Oktadiana Hera Oktadiana, Hera Hermantoro, Hengky Husain Habibie, Fachrul Irfal Janianton Damanik Janu Dimas Permadi Jason, Jason Kusnedi, Rahmat Lasut, Flavina M.O Linda Desafitri RB Luh Putu Ratna Sundari Maulana, Alifatqul Mega Aldora Mochamad Achmadi Mulyani, Irma Myrza Rahmanita Nofiyanti, Fifi Nopirin - FEB UGM Nopirin - FEB UGM Novita Widyastuti, Novita Nurbaeti Nurbaeti Nurbaeti Nurlaila, R. Nirmalasari Nurlatifah Ismail Osman, Ismeth Emier Pambudi, Bondan Pelliyezer Karo Karo Permatasari, Mustika Pinontoan, Nexen Alexandre Purwanti Dyah Pramanik Purwanti Dyah Pramanik, Purwanti Dyah Putra, Aditya Nova Qur'ani, Jasmine Rachman, Arief Faizal Rahman, Arief Faizal Rahmat Indra Pratama Anom Rahmat Indra Pratama Anom Ratu Balqis, Linda Desafitri Reinaldilas, Reinaldilas Riky Ramadani Prabowo Rina Suprina Rosadi, Hadori RR. Ella Evrita Hestiandari Salam, Febby Salwa Octaviani Mardi Saptarining Wulan, Saptarining Sari Suryanti Sari, Dhiny Irena Satriawati, Zahrotun Sheila Canistha Angelina Simasima, Tassya Yuliani Sofian Lusa Sri Mariati Sudjana, I Made Sugeng, Novita Widyastuti Sulartiningrum, Sri Tania, Luthfia Renalda Tofiani, Sandra Vienna Artina Sembiring, Vienna Artina Wijaya Pandu Wicaksono Willy Arafah Willy Arafah Willy Arafah, Willy Yudian, Rais A Yulius, Kevin G