BREWING SUCCESS: THE IMPACT OF PROMOTIONAL STRATEGIES ON SALES GROWTH AT KOPI KENANGAN
Abstract
This study aims to assess the impact of promotional strategies on sales growth at Kopi Kenangan, a prominent coffee chain in Indonesia. As the coffee retail industry continues to expand with increasing competition, understanding the effectiveness of marketing tactics is critical for business success. This research employs a quantitative approach to evaluate how different promotional strategies influence customer behavior and sales performance. Data were collected through a structured survey distributed to 160 respondents, using purposive sampling to target customers who have purchased from Kopi Kenangan at least twice within the last six months. The survey focuses on customers' perceptions of Kopi Kenangan's promotional strategies, including social media marketing, discount offers, influencer collaborations, and loyalty programs. The quantitative data collected were analysed using statistical tools such as descriptive statistics, correlation analysis, and multiple regression analysis to identify which promotional strategies have the most significant impact on driving sales growth.
The findings reveal that social media marketing and discount promotions have a substantial positive effect on increasing short-term sales, while loyalty programs contribute to customer retention and long-term revenue growth. The analysis also indicates that influencer marketing plays a key role in attracting new customers, especially among younger demographics. Respondents reported a high level of engagement with promotional content on social media, which was linked to increased frequency of purchases. This research highlights the effectiveness of targeted promotional strategies in enhancing sales performance and provides actionable insights for Kopi Kenangan to optimize its marketing efforts. By focusing on the most impactful promotional tools, Kopi Kenangan can further strengthen its market position and achieve sustainable growth. Future studies could expand the scope by incorporating a larger sample size and exploring other variables such as brand loyalty and customer satisfaction. The study concludes that a strategic mix of promotional activities, informed by customer preferences and market trends, is essential for achieving sales growth in the competitive coffee retail industry.
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