ABSTRACT : This study is finding the appropriate marketing strategy for coffee shop to increase sales and purchase intention. The coffee shop trend is currently increasing in Indonesia, this is in line with the increasing level of coffee consumption among people and makes competition in the coffee shop industry continue to increase. The challenge is coffee shop should have a good marketing strategy to increase their sales and purchase intention. This study is evaluating internal analysis using segmenting, targeting, and positioning (STP) analysis and 4P Marketing Mix from the coffee shop. This study also evaluating external analysis that affecting the coffee shop industry using Customer analysis and PESTEL analysis. After evaluate external and internal factor, this study is evaluating the company using SWOT analysis and continues with TOWS matrix to determine the strategy for increase sales and purchase intention.
KEYWORDS – Coffee shop, Marketing strategy, 4p Marketing mix, PESTEL analysis, Swot Analysis