Implementasi Bauran Pemasaran pada Akardjiwa Coffee & Eatery Jember

Abstract

The cafe industry continues to grow alongside changes in people’s lifestyles. This study aims to analyze the implementation of the marketing mix at Akardjiwa Coffee & Eatery Jember. This study employed a descriptive qualitative method. Data were collected through observation, interviews, and documentation. Data validity was ensured through source triangulation. The data analysis techniques used Miles, Huberman, and Saldana model, which data condensation, data presentation, and conclusion drawing. The results indicate that the implementation of the marketing mix has been carried out across all elements of the 7Ps. The implementation of product is reflected in the variety of menu offerings and product innovation. The implementation of price is based on HPP calculations, operational costs, profit margins, and price benchmarking with competitors. The implementation of place is supported by an accessible location and an organized raw material distribution system. The implementation of promotion is conducted through social media, influencers, and collaborations with other businesses. The implementation of people is realized through employee training and regular evaluations. The implementation of process is supported by service standard operating procedures (SOPs) and a checker system, while the implementation of physical evidence is reflected in the homie and family-friendly concept along with supporting facilities. The implementation of the marketing mix supports the identity of Akardjiwa Coffee & Eatery as a food and beverage business with a homie and family-friendly concept.