ANALYSIS OF CAFÉ MARKETING STRATEGIES IN MALANG REGENCY (CASE STUDY ON ALAS SENJA COFFEE AND EATERY)

This study aims to analyze the marketing strategies implemented by Alas Senja Coffee and Eatery in facing competition in the increasingly fierce cafe industry. Through a descriptive analysis approach, this study explores the main elements in the café's marketing strategy, including aspects of product, price, place, and promotion (4Ps), as well as other factors such as consumer behavior and social media utilization. Data were collected through in-depth interviews with café owners and managers as well as direct observation at the café location. The results showed that Kafe Alas Senja succeeded in utilizing social media as an effective promotional tool, creating differentiation through a comfortable atmosphere and Instagrammable concept, and adjusting prices to customers' purchasing power. Nevertheless, the cafe needs to increase innovation in products and strengthen customer loyalty to maintain its competitive position. The findings are expected to provide insights for café managers in formulating more effective marketing strategies to increase customer attraction and satisfaction. This research also suggests using a more integrated approach between digital marketing and customer experience to achieve sustainable growth.