Analisis strategi pemasaran Starbucks Indonesia untuk mendorong pembelian berdasarkan customer experience di social media

Sabrina, Sabrina (2024) Analisis strategi pemasaran Starbucks Indonesia untuk mendorong pembelian berdasarkan customer experience di social media. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Starbucks adalah sebuah merek dagang internasional yang banyak diminati oleh pecinta kopi karena experience yang diberikan. Starbucks bukan hanya berfokus menjual produk minuman semata, melainkan juga memfokuskan pada kepuasan customer dengan memberikan pengalaman customer yang baik. Starbucks merupakan merek dagang yang banyak dibicarakan di social media. Salah satu pembicaraan tentang yang paling banyak di social media adalah tentang secret recipe yang mampu memberikan customer experience yang baik bagi para customernya. Fenomena ini menjadi perbincangan menarik di social media yang membuat kesadaran merek Starbucks meningkat. Pengalaman dari secret recipe Starbucks yang tersebar di social media menjadi sebuah pengalaman baru yang menciptakan diferensiasi bagi Starbucks dibandingkan para kompetitornya. Hasil dari penelitian ini menunjukkan bagaimana strategi marketing Starbucks hingga mampu mendorong penjualan berdasarkan customer experience di social media dengan data yang diperoleh dari hasil wawancara menggunakan teori pemasaran, teori pengaruh sosial media, dan teori pengelolaan hubungan customer. / Starbucks is an international trademark widely cherished by coffee enthusiasts for the experience it offers. Starbucks not only concentrates on selling beverages but also prioritizes customer satisfaction by providing a positive consumer experience. Starbucks is a trademark extensively discussed on social media. One of the most talked-about topics on social media is the secret recipe that can deliver a good customer experience for its consumers. This phenomenon has become an interesting topic on social media, increasing awareness of the Starbucks brand. The experience derived from Starbucks' secret recipe disseminated on social media becomes a new experience that creates differentiation for Starbucks compared to its competitors. The findings of this research demonstrate how Starbucks’s marketing strategy successfully drives sales based on customer experience on social media, with data obtained from interviews using marketing theory, social media influence theory, and customer relationship management theory.

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