Analisis Strategi Diferensiasi dan Efektivitas Targeting Segmen Menengah Atas pada Coffee shop Premium dalam Menghadapi Fenomena Perang Harga Berbasis Data Transaksi

Hafizh Islah Huda; Makmur Sujarwo

doi:10.30640/jmcbus.v4i2.7619

Authors

Hafizh Islah Huda Universitas Pancasakti Tegal
Makmur Sujarwo Universitas Pancasakti Tegal

DOI:

https://doi.org/10.30640/jmcbus.v4i2.7619

Keywords:

Competitive Advantage, Differentiation Strategy, Market Targeting, Premium Coffee Shop, Transaction Data

Abstract

Competition in the premium coffee shop industry is becoming increasingly complex due to the growing phenomenon of price wars, which is driving companies to seek competitive strategies based on value creation. This study aims to analyze differentiation strategies and the effectiveness of targeting the upper-middle segment in response to price competition pressures through a transaction-data-based approach. The study employs an empirical quantitative approach with an explanatory design through the analysis of customer transaction patterns, consumer segmentation, and testing of relationships among strategic variables. Research data were obtained from customer transaction records and purchasing behavior information, which were analyzed using descriptive statistics, segmentation methods, and multivariate analysis. The results indicate that differentiation strategies have a positive impact on customer loyalty and business resilience, while targeting based on transaction characteristics can enhance marketing effectiveness by identifying high-value customers. The integration of these two strategies enables premium coffee shops to maintain their market position without relying on price-cutting strategies.

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