Implementasi Marketing Mix pada Kafe Navas Jember

Abstract

The rapid growth of the café industry in Jember Regency has intensified business competition, requiring café operators to implement effective and integrated marketing strategies. Kafe Navas Jember, a café operating 24 hours a day, faces challenges in maintaining product and service consistency amid high operational intensity and diverse customer characteristics. This study aims to analyze the implementation of the 8P marketing mix strategy at Kafe Navas Jember. A qualitative approach with a case study method was employed. Data were collected through observation, in-depth interviews, and documentation. Informants were selected purposively and consisted of the operational manager as the key informant, employees, and customers as supporting informants. Data validity was ensured through source and technique triangulation, while data analysis was conducted using domain and taxonomic analysis. The findings indicate that Kafe Navas Jember has implemented all elements of the 8P marketing mix, including product, price, promotion, place, people, process, physical evidence, and productivity and quality. Product management emphasizes menu variety and quality consistency, pricing is adjusted to the target market’s purchasing power, promotional activities are conducted through social media and membership programs, and the café’s location and atmosphere enhance customer comfort. The people and process elements are managed through a shift-based work system and standard operating procedures, while productivity and service quality are maintained through regular employee performance evaluations. In conclusion, the implementation of the 8P marketing mix at Kafe Navas Jember has been carried out effectively and synergistically to support business competitiveness, although continuous evaluation and strategic development remain necessary.