Abstract :

The background of this research is the anxiety of one of the Cafe owners in Tangerang, El Primero Cafe & Meet, who has experienced an inconsistency in the number of visitors. This problem shows that the existence of El Primero Cafe & Meet has not been very visible to the market, one of which is its digital presence which greatly provides opportunities for businesses to be seen by the market on a global scale. With a minimal digital presence, El Primero Cafe & Meet is difficult to achieve high brand awareness. One solution that can be done is to focus on planning a digital marketing strategy so that digital activities are consistent, have targets, and can be used as a source of market research data for business development. In addition, in the collaborative and digital era, of course, involving the community directly with brands can be an interesting strategy to adopt. By combining the digital world and the concept of communitization, El Primero can form a close relationship with the online market and community and introduce their place as “Home” for collaborating communities. The purpose of this research is to develop a community-based digital marketing strategy to increase brand awareness of El Primero Cafe & Meet.

This study used a qualitative method by conducting interviews with 3 categories of informants; management, community, and general consumers with a total of 8 interviewees. The core idea of each interview is to explore the behavior of the market towards the digital world, what digital marketing concepts are needed by the market, to management’s expectations regarding the strategy to be designed. From the research results, data was obtained in the form of consumer behavior in accessing digital platforms on a daily basis on the digital platform channels. These data are then processed into thought concepts in the preparation of a digital marketing strategy with SOSTAC Framewrok and this strategy will be used to increase brand awareness of El Primero Cafe & Meet in the next 6 months as a pilot stage.

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Keywords :

Communitization, Digital marketing, F&B Business, SOSTAC Framework.

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