Abstract :

The F&B market in Indonesia, including coffee shops such as Brush and Palette, has experienced significant growth due to increased consumption in Indonesia. With increasing consumption in the F&B industry, there is a target market for coffee shops. From interviews with the owner of Brush and Palette, it was revealed that sales were stagnant and below target which raised concerns about revenue stability and sustainable growth. By focusing marketing efforts on promoting and eliciting purchase intent, Brush and Palette can strategize to increase sales and align with customer preferences. Further research is needed to refine market segmentation and develop more precise targeting strategies. The purpose of this study is to identify the factors that influence and increase sales of Brush and Palette. This research uses quantitative research methods with descriptive statistics. The sample for this study consisted of 200 respondents who were taken using the non-probability sampling method. The questionnaire will use a Likert scale with five levels, which represent the scale intervals. Questionnaires will be distributed online. The research tool used in this research is a questionnaire. Data analysis methods are divided into two, namely internal analysis (7Ps of the marketing mix and STP) and external analysis (PESTEL Analysis, Porter’s Five Forces Analysis, Competitor Analysis, and Customer Analysis). Then, the data were analyzed using SWOT and TOWS analysis.

Based on the research results, companies must carry out effective promotional activities so that they can easily attract potential or existing customers to buy or repurchase Brush and Palette products. Affordable prices and quality products can attract consumers to buy Brush and Palette products. Brand awareness of buyers must be increased by Brush and Palette because it has a positive effect on purchase intentions. Several strategies that can be implemented in Brush and Palette are utilizing strategic locations and interior design to attract new customers and increase menu choices and facilities to strengthen their competitive position through these strategies.

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Keywords :

Brand awareness, Marketing Strategy, Product Attributes, Purchase Intention., Store atmosphere.

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References :

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