STRATEGI KOMUNIKASI PEMASARAN NAKOA KAFE DAN NAKOA SOCIAL SPACE: (Studi Kasus Kafe Nakoa dan Nakoa Special Space)

Salman; Tanti Dwi Nurdiyanti; Hana Ayu Wijaya; Birrul S. Utomo

doi:10.35897/intaj.v10i1.2510

Authors

Salman STIKOM Interstudi Jakarta Selatan
Tanti Dwi Nurdiyanti Stikom InterStudi
Hana Ayu Wijaya STIKOM Interstudi Jakarta Selatan
Birrul S. Utomo STIKOM Interstudi Jakarta Selatan

DOI:

https://doi.org/10.35897/intaj.v10i1.2510

Keywords:

marketing communication, pull strategy, push strategy, pass strategy, café business

Abstract

Competition among café businesses in Malang City has intensified alongside a growing student population exceeding 266,000 people. In this context, marketing communication has become a critical instrument for business sustainability. This study focuses on the marketing communication practices of Nakoa Café and Nakoa Social Space, addressing three main research questions: what marketing communication programs are being implemented, what strategy is chosen to increase the number of customers, and whether the strategy leans toward a pull strategy, push strategy, or pass strategy. A qualitative approach with a descriptive and interpretive case study method was employed. Data were collected through in-depth interviews, focus group discussions (FGD) involving six regular customers and two new consumers, and observation of the café's official social media content. Analysis was conducted using marketing communication strategy theory, which categorizes strategic choices into pull, push, and pass strategies. The findings reveal that Nakoa's marketing communication programs remain severely limited: Instagram-based advertising is active but suboptimal, sales promotion and publicity are virtually nonexistent, while direct marketing and personal selling have not been established at all. The current strategy leans toward a minimalist pull strategy with no meaningful push strategy component. Therefore, management is strongly advised to transition toward a pass strategy by integrating both approaches in a planned and simultaneous manner to achieve more significant market expansion.

Downloads

Download data is not yet available.

References

Ali, Mohammad. (2025) “Dinamika Tren Kuliner Asing Dan Tantangan Pelestarian Kuliner Tradisional Di Indonesia” Journal of Economics Business Management Accounting and Social Sciences, vol. 3, no. 3 (2025): 137–47.

ARMAN, ANDI FARHAN AVILA. (2025) “Strategi Komunikasi Pemasaran Jae Coffee Social Space Dalam Meningkatkan Penjualan Produk Di Kota Makassar (Marketing Communication Strategy of Jae Coffee Social Space in Increasing Product Sales in Makassar City).” Tesis, Makassar: Universitas Hasanuddin,.

Bakri, Adzan Noor. (2025) “Kuliner Lokal Di Ambang Krisis : Bagaimana Dominasi Kuliner Asing Mengubah Pola Konsumsi Dan Mengancam Keberlanjutan Bisnis Tradisional”, Adl Islamic Economic, vol. 6, no. 2023 (2025): 59–76.

Chayadi, S. A., Loisa, R., & Sudarto, S. (2021). "Strategi marketing public relations Kopi Kenangan dalam membangun brand awareness". Prologia,5(1), 175–183. https://doi.org/10.24912/PR.V5I1.10112

Clinton, Yeos Austin, and Afrianti Elsye Vanomy. (2023) “Pengembangan UMKM Kuliner Di Kota Batam Melalui Transformasi Ke Platform Digital Di Era Revolusi Industri 4.0” Fortunate Business Review, 3, no. 1 (2023): 25–55.

Hakim, Muhamad Rachman. (2025) “Strategi Pemasaran Digital UMKM Kuliner Di Era Media Sosial”, Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan, vol. 5, no. 5 (2025): 161–70. https://doi.org/10.59818/jpm.v5i5.2058.

Karmila, Mila. & Agus. (2025) “Loyalitas Konsumen Sebagai Strategi Pemberdayaan Ekonomi Berbasis Potensi Lokal Pada Industri Kafe Di Indonesia,” Proceeding Semnasia: Seminar Nasional Ilmu Administrasi, 2(1), 2025, 152–58.

Manik, Stevanus Wirawan. (2025) “Strategi Bisnis Di Nowly Cafe Medan Yang Berdampak Pada Keberhasilan Usaha.” Innovative: Journal Of Social Science Research 5, no. 4 (2025): 6025–51.

Pertiwi, A. G. (2018). "Integrated marketing communication strategy to increase brand awareness for small medium enterprise (Business coaching in small, medium enterprise cake and bakery industry)". International Journal of Sales & Marketing Management Research and Development (IJSMMRD), 8(1), 11–24.

Ramadan, Rahmad, Silvia Ramadani, and Zacky Faluti. (2021) “Strategi Bertahan Industri Restaurant Pada Era New Normal Di Indonesia.” Jurnal Pariwisata Indonesia 17, no. 2 (2021): 1–12.

Rato, Karolus Wulla. (2025) “Analisis Sistem Persaingan Bisnis Kuliner Sirkey Cafe and Resto,” TUTURAN: Jurnal Ilmu Komunikasi Sosial dan Humaniora 3(1), 2025.

Ridwan, Muhamad. (2024) “Dampak Perubahan Trend Konsumsi Minuman Pada Bisnis Food And Beverage Di Era Digital Di Cafe Mostly Coffee And Kitchen”, Skripsi, Jakarta: Universitas Nasional.

Ritonga, Khairunnisa, and Abdul Rasyid. (2025) “Strategi Pemanfaatan Media Instagram Sebagai Media Promosi Kuliner Pada Akun @ Kepdan _ Kopi”, MUKASI Jurnal Ilmu Komunikasi, vol. 4, no. 2 (2025): 341–51. https://doi.org/10.54259/mukasi.v4i2.4355.

Sarwono, Rido, and Abdullah Billman. “Mengoptimalkan Media Sosial Rays Billiard & Café Dengan Menggunakan 5 Pilar Media Sosial” 1, no. 2 (2025): 66–72.

Setiawan, Indra. (2024) “Analisis SWOT Terhadap Strategi Bisnis Kafe Seindah Dulu Dalam Menghadapi Persaingan Kafe-Kafe Di Kandangan”, Utsman bin Affan: Jurnal Manajemen Bisnis Syariah Kyai Haji Ahmad Syairazi, vol. 01, no. 01 (2024).

Sugiyono. (2023) Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta

Tatasari, Titis. et.al., (2025) “Dampak Strategi Pemasaran Konten Digital Di Media Sosial Pada Bisnis Bakso Malang” Social Sciences Journal, 3(1), (2025): 101–11.

Yuliano, I G O. (2025) “Strategi Komunikasi Pemasaran Cafe Magello Hangout Space Dalam Meningkatkan Penjualan.” Skripsi, Pekanbaru: Universitas Islam Negeri Sultan Syarif Kasim Riau.