Factors Analysis Influence the Success of Popular Coffee Shops Based on Location and Marketing Factor in Banda Aceh City, Indonesia
Suyanti Kasimin

Department of Agribusiness, Faculty of Agriculture, University of Syiah Kuala, Banda Aceh 23111, Indonesia.

Abstract

An increasing number of consumers and high value of coffee marketing in various places of the word cause the number of coffee shops is increasing rapidly and become high food industry. This condition will increase business and job opportunity for the people in the poverty reduction programs. But increasing number of coffee shops will increase competition and make some coffee shops have a loss and slow development. On the contrary, some coffee shops can develop into popular coffee shops as well as success to expand their market share in Banda Aceh City, Indonesia. This research will analyze factors that influence the success of a coffee shop based on its location and marketing strategy factors like wide of the coffee shop, access the coffee shop, facility, interior and price. The success parameters of a coffee shop are the number of costumes and the profit level.The more visitors and profit level in the long-term, the more success is the coffee shop. The samples were taken from 10 popular coffee shops in Banda Aceh City on different location with 10 visitors of each coffee shop, so total samples were 100 visitors. This research used two analysis methods namely Descriptive and Doubled Regression Method
Descriptive Method was used to the location of a coffee shop, consumers and coffee shops characteristic, and profit analysis of popular coffee shop business in Banda Aceh City. Doubled Regression Method was used on tied variables (number of visitors and profit level) to the free variables (location of the coffee shop, access to the coffee shop, wide, facility, interior and price)
It is hoped that the question of the research will be answered by using the two mentioned analysis methods above. The result of the research shows that mostly the popular coffee shops locations are on the main street with much alternative access, over 200 square meters in width, with good interior and average 494 visitors per day. The highest number of visitors is in the coffee shop that located in the downtown, hotels and modern shopping centers. There are four factors that influence the number of visitors namely access. Wide of the coffee shop, interior and price, whereas there are three factors that influence the profit level namely wide of the coffee shop, interior and price. Price has a negative influence, meaning that price increase will decrease the number of the visitors and the profit level. Other marketing factors have a positive influence, so to increase the number of visitors and profit level in the long-term need to pay attention to the wide of the coffee shop, access, interior and reasonable price.

Keywords: Success of a coffee shop, location of a coffee shop, marketing factors, and business opportunity.

Topic: Marketing Management