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All Journal Jurnal Sains dan Teknologi Jurnal Bisnis dan Kewirausahaan (Journal of Business and Entrepreneurship)
Wu, Tiffany
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Mathematics Physics Social Sciences

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Marketing Strategy Analysis of Zoe Dessert Café in Pantai Indah Kapuk North Jakarta Gustian Yulius, Kevin; Wu, Tiffany
Jurnal Sains dan Teknologi Vol. 6 No. 1 (2024): Jurnal Sains dan Teknologi
Publisher : CV. Utility Project Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/saintek.v6i1.3229

Abstract

This study examines the marketing strategy of Zoé Dessert Café in Pantai Indah Kapuk, North Jakarta, within the context of Indonesia's rapidly growing culinary industry. The objective is to assess the café's market potential, competitive landscape, and strategic positioning. A quantitative survey method was employed, collecting data from residents of North Jakarta through questionnaires. The analysis focused on market potential, trends, competitor evaluation, SWOT analysis, and the marketing mix. Results indicate a strong market potential among the 20-44 age group, with a notable interest in unique dessert experiences. Competitor analysis revealed the presence of direct and indirect competitors, emphasizing the need for Zoé Dessert Café to adopt innovative strategies. The SWOT analysis identified strengths such as the café's unique animal-themed desserts and strategic location, while addressing challenges like limited menu variety and brand recognition. Recommended strategies include leveraging social media for promotions, maintaining high-quality standards, fostering customer relationships, and continuous innovation. The segmentation, targeting, and positioning (STP) strategy focuses on young adults and professionals in North Jakarta who frequent cafés and enjoy desserts. The marketing mix strategy highlights diverse products, competitive pricing, strategic location, robust promotional activities, exceptional service quality, appealing packaging, engaging programs, and strategic partnerships.
THE ROLE OF SERVICE EMPLOYEES IN CULTURAL CAPITAL ENHANCEMENT WITHIN A THEMATIC DESSERT BAR IN NORTH JAKARTA Yulius, Kevin Gustian; Wu, Tiffany
Journal of Business And Entrepreneurship Vol. 14 No. 1 (2026): JOURNAL OF BUSINESS AND ENTREPRENEURSHIP (May 2026 Edition)
Publisher : Sampoerna University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46273/jobe.v14i1.586

Abstract

The growing trend of thematic food and beverage establishments highlights a shift toward experience-driven consumption; however, limited attention has been given to how service employees contribute to the creation of cultural value within such settings. This study aims to examine the role of service employees in enhancing cultural capital within a thematic dessert bar context, using Zoé Dessert Bar in North Jakarta as a case study. A descriptive exploratory approach was employed using survey data collected from 352 respondents through purposive sampling. The findings indicate that customer preferences are strongly influenced by experiential elements such as ambiance, uniqueness, and narrative-based service. More importantly, service employees play a central role as cultural intermediaries who translate thematic concepts into meaningful interactions, facilitating customers’ engagement with symbolic and cultural value. This study contributes to the literature by demonstrating that cultural capital is not only an outcome of consumption but is actively co-created through employee–customer interactions. The findings also highlight the importance of human resource strategies that emphasize storytelling ability, cultural literacy, and interpersonal skills in delivering thematic service experiences.
Co-Authors Yulius, Kevin Gustian