Analisis Strategi Pemasaran Coffee Shop “Noesis” di Kota Palu

Rhizman Ashary Muhammad; Maskuri Sutomo; Juliana Kadang

doi:10.61132/jimakebidi.v3i3.1466

Authors

Rhizman Ashary Muhammad Universitas Tadulako
Maskuri Sutomo Universitas Tadulako
Juliana Kadang Universitas Tadulako

DOI:

https://doi.org/10.61132/jimakebidi.v3i3.1466

Keywords:

AHP, IFAS–EFAS, Marketing Strategy, SWPT, TOWS

Abstract

This study aims to analyze the marketing challenges faced by Noesis Coffee Shop in Palu City and formulate the most appropriate marketing strategies to retain customers and expand market share. The study employed a descriptive qualitative approach integrated with the Analytical Hierarchy Process (AHP) to prioritize strategic alternatives. Data were collected through observation, in-depth interviews, documentation, and Focus Group Discussion (FGD) involving the business owner, operational manager, senior barista, and SME marketing experts. The strategic factors identified from the FGD were analyzed using the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices, mapped through SWOT analysis, formulated into strategic alternatives using the TOWS matrix, and prioritized using AHP. The findings indicate that Noesis Coffee Shop possesses a strong internal position (IFAS score = 3.56) and substantial external opportunities (EFAS score = 3.22), placing the business in Quadrant I and supporting a growth-oriented strategy. The AHP results identify digital marketing optimization and collaboration with local communities as the highest-priority strategy (0.278), followed by improving service quality and customer comfort (0.224), maintaining product quality (0.187), introducing menu innovations accompanied by periodic promotional evaluations (0.146), implementing efficient pricing strategies (0.098), and expanding service capacity (0.067). A Consistency Ratio of 0.08 confirms the reliability of the expert judgments. The integration of FGD, IFAS-EFAS, SWOT-TOWS, and AHP provides a systematic and practical framework for prioritizing marketing strategies in small and medium-sized coffee shop businesses.

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