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All Journal JAM : Jurnal Aplikasi Manajemen PROFIT : Jurnal Administrasi Bisnis Jurnal Manajemen Teori dan Terapan Asia-Pacific Management and Business Application Buletin Ilmiah Nagari Membangun Business Management Analysis Journal (BMAJ) Jurnal Ilmiah Edunomika (JIE) Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang JBMR: Journal of Business and Management Review Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Pengabdian Masyarakat Asia Journal of Interdisciplinary Socio-Economic and Community Study Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Kewirausahaan dan Inovasi Sharia Economic and Management Business Journal (SEMBJ) Jurnal Pendidikan Progresif Jurnal Ilmiah Administrasi Publik
Ana Sofia Aryati
Faculty Of Economics And Business, Brawijaya University, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Veterinary Other

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Business Strategy Development at NASA Coffee Bar Muzayyin, Aliff; Aryati, Ana Sofia
Jurnal Kewirausahaan dan Inovasi Vol. 5 No. 2 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

Purpose – This study aims to design a business development plan for NASA Coffee Bar to improve competitiveness and achieve sustainable growth amid increasing competition in the café industry. The research focuses on addressing declining revenue challenges through strategic improvements in product development, operations, and marketing activities. Design/Methodology/Approach – This study employs a qualitative research approach. Data were collected using triangulation techniques through interviews, observations, and document analysis. The business conditions were evaluated to formulate development strategies based on the marketing mix and community-based marketing approaches. Findings – The findings indicate that NASA Coffee Bar has competitive advantages through its strategic location and community-based customer base. However, the business requires improvements in product innovation, operational efficiency, and digital promotional strategies. The proposed business development plan suggests that implementing targeted marketing mix strategies and strengthening community-based marketing can enhance market positioning and increase customer loyalty sustainably. Originality/Value – This study contributes practical insights into business development strategies for small café businesses by integrating marketing mix approaches with community-based marketing strategies. The findings provide a strategic reference for local coffee businesses seeking to overcome performance challenges, strengthen customer relationships, and achieve sustainable growth in a competitive market.
Co-Authors Abidah, Zatu Shani Anabelle, Maureen ANDIKA Anorti Ika Wijaya Armanu Armanu, Armanu Asri Endang Kuswandari Darmawan, Adam Achmad Desi Tri Kurniawati Diyah Sukanti Cahyaningsih Ebenezer, Alfred Fasieh , Muhammad Islam Fajrul Fasieh, Muhammad Fajrul Islam Feralda, Aulia A`yunina Harahap, Isna Damayanti Hasim, Daffa Ramadhana Himmiyatul Amanah Jiwa Juwita Mail, Gibriel Badjie Makhmut, Khalilah Daud Isaac Marselia, Elsa Adela Maulana, Rifky Ahmad Maulinda, Liestya Dwi Mita Aprillia Muzayyin, Aliff Nabila Ardine Rihadatul Aisy Ndraha, Julius Ardianto Victorius Pangestu, Ghani Satrio Prahastyorini, Wiwing Galuhsiwi Prihat Assih Purba Tambak, Anastasya Gloria Eure Eka Purweni Widhianingrum Radityo Putro Handrito Rahakbauw, Nindi Graciosa Retna Safriliana Rofiaty Sibarani, Albertson Silvi Asna Prestianawati Wuryan Andayani