Analisis Strategi Digital Marketing Fore Coffee dalam Menarik Konsumen Milenial dan Gen Z
DOI:
https://doi.org/10.61132/jieap.v2i2.1087Keywords:
Consumers, Digital Marketing, Fore Coffee, Generation Z, MillennialsAbstract
Millennials and Generation Z have made coffee shops a part of their lifestyle. Unlike previous generations, who spent more time at malls. In response to the changing consumer behavior of these different generations, digital marketing strategies have become an effective approach for businesses, including those in the coffee industry. This study aims to analyze Fore Coffee's digital marketing strategies in attracting Millennial and Gen Z consumers. The research was conducted using a descriptive qualitative approach. The research data was sourced from observations of Fore Coffee's digital marketing activities on various social media platforms, as well as in-depth interviews with consumers from the Millennial and Gen Z generations. The results of the study indicate that the digital marketing strategies implemented by Fore Coffee have proven to be an effective approach in attracting attention and building engagement with Millennial and Gen Z consumers. The success of these strategies is supported by the utilization of various digital marketing elements, including the presentation of engaging and interactive content, collaborations with influencers who have credibility in the coffee industry, and the use of video as the primary medium for marketing communication. The Tani Series campaign, which highlights sustainability and the involvement of local coffee farmers, is a concrete example of how Fore Coffee builds a brand image that not only sells products but also has strong social value. Additionally, the collaboration with Mikael Jasin, a professionally recognized barista at the international level, further strengthens Fore Coffee's trust and appeal among young consumers. This study suggests that Fore Coffee should continue to innovate in creating content that is not only engaging but also has strong differentiating value. Furthermore, the dynamic changes in consumption trends and customer preferences demand that Fore Coffee be more responsive in adapting its marketing strategies to remain relevant to the needs and expectations of Millennial and Generation Z consumers.
Downloads
References
Armiani, F., Akmalia, P., Mahardika, R., & Permana, E. (2023). Strategi Pemasaran Digital Produk Scarlett Whitening dalam Meningkatkan Penjualan. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(3). https://doi.org/10.47467/elmal.v5i3.4225
Aurellia, T., Bonita, R. A., & Permana, E. (2022). Strategi Penjualan Chatime di Indonesia Pada Masa Pandemic. Jurnal Ilmu Komputer Dan Bisnis, 13(2a). https://doi.org/10.47927/jikb.v13i2a.383
Chaffey, D., & Ellis-Chadwick, F. (2020). Digital marketing: Strategy, implementation and practice. Pearson.
Cravens, D. W., & Piercy, N. F. (2020). Strategic marketing. McGraw-Hill.
Dea, N., Fauztina, D., Diana, K. D., & Permana, E. (2023). Analisis Strategi Pemasaran Produk Erigo. Innovative: Journal Of Social Science Research, 3(2).
Dewi Akbar, Widarto Rachbini, E. P. (2020). Consumer Trust in Companies that Employ People with Disabilities in the Handicraft Industry Center for Disability in Sewon, Bantul, Yogyakarta in 2019. International Journal of Managerial Studies and Research (IJMSR), 8(2), 43–52. https://doi.org/http://dx.doi.org/10.20431/2349-0349.0802005
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org
Faizal, F., Qosasi, A., Sumarlin, A. W., Permana, E., Prakosa, G. H., Indriana, I., & Aguzman, G. (2016). Business Strategy Formulation By Shareholders and Company Management using The Analytical Network Process (ANP). Binus Business Review. https://doi.org/10.21512/bbr.v7i3.1494
Farid, M., Pangestu, M. F., & Permana, E. (2022). Analisis Pemanfaatan Media Sosial Instagram Dalam Meningkatkan Penjualan Produk Umkm “Diantara Cafe.” Jurnal Ilmu Komputer Dan Bisnis, 13(2). https://doi.org/10.47927/jikb.v13i2.345
Ferrell, O. C., & Hartline, M. D. (2020). Marketing strategy: Text and cases. Cengage Learning.
Fore Coffee. (2024). Laporan riset konsumen Fore Coffee Agustus 2024. Internal Report.
Francis, T., & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com
Hardini, R., Iffa Nurani, M., Larasayu, F., & Permana, E. (2023). Strategi pemasaran bisnis kuliner menggunakan influencer di media sosial instagram pasca pandemi. Jurnal Riset Pendidikan Ekonomi, 8(2). https://doi.org/10.21067/jrpe.v8i2.8718
Indriyani, S., & Permana, E. P. (2022). Penggunaan Media Sosial Dalam Pengembangan Pemasaran dan Strategi Promosi Pada Usaha Menengah di Kota Pangkalpinang. Jurnal Ilmu Komputer Dan Bisnis, 13(2). https://doi.org/10.47927/jikb.v13i2.336
Kotler, P., & Keller, K. L. (2019). Marketing management (15th ed.). Pearson.
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2021). MKTG principles of marketing. Cengage Learning.
Nugroho, T. A. (2022). Pengaruh influencer media sosial dan citra merek terhadap keputusan pembelian produk sepatu Compass (Studi pada konsumen sepatu Compass di Malang). Jurnal Ilmiah, 10(1), 1–14.
Pertiwi, A. R., & Nugroho, W. (2022). Pemanfaatan digital marketing dalam meningkatkan loyalitas pelanggan. Jurnal Ekonomi dan Bisnis Digital, 4(1), 55–68.
Pertiwi, R., & Nugroho, M. A. (2022). Optimalisasi marketing influencer untuk peningkatan merek. Rajagrafindo Persada.
Peter, J. P., & Donnelly, J. H. (2019). Marketing management: Knowledge and skills. McGraw-Hill.
Putri, D. A., & Hidayat, R. (2020). Pengaruh gaya hidup digital terhadap keputusan pembelian generasi milenial. Jurnal Ilmu Sosial dan Humaniora, 5(3), 87–99.
Rizky, M. F., & Permana, E. (2022). Analisis strategi bisnis menggunakan digital marketing pada UMKM pasca pandemi covid-19. Jurnal Riset Pendidikan Ekonomi, 7(2). https://doi.org/10.21067/jrpe.v7i2.6820
Ryan, D. (2021). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page.
Santoso, B. (2020). Digital marketing sebagai strategi pemasaran di era revolusi industri 4.0. Jurnal Ekonomi Kreatif dan Digital, 3(2), 45–60.
Sari, M. P., & Pratomo, R. (2021). Pengaruh media sosial terhadap keputusan pembelian generasi Z. Jurnal Komunikasi dan Bisnis Digital, 6(1), 33–50.
Schiffman, L. G., & Wisenblit, J. (2021). Consumer behavior. Pearson.
Sekarwangi, P. T. C., Prawira, S. A., & Permana, E. (2022). Strategi Penggunaan Media Sosial Sebagai Media Promosi Coffee Shop. Jurnal Ilmu Komputer Dan Bisnis, 13(2a). https://doi.org/10.47927/jikb.v13i2a.362
Stanton, W. J., Etzel, M. J., & Walker, B. J. (2020). Fundamentals of marketing. McGraw-Hill.
Utami, D. A., Putri, S. A., & Permana, E. (2022). Pemanfaatan Shopeefood Sebagai Strategi Marketing Digital Pada UMKM di Depok Selama Covid-19. Jurnal Ilmu Komputer Dan Bisnis, 13(2a). https://doi.org/10.47927/jikb.v13i2a.382
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
