Danaraji, Enggartyasto Danu and , Yuni Prihadi Utomo, S.E., M.M (2025) Analisis Strategi Digital Marketing dalam Keberlanjutan Bisnis Usaha Kopi Makutha sebagai Model UMKM Berbasis Hospitality: Pendekatan Studi Kasus di Sektor Ekonomi Kreatif. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the digital marketing strategies implemented by Kopi Makutha in supporting its business sustainability as a hospitality-based MSME model in the creative economy sector. Unlike conventional coffee businesses that focus solely on products, Kopi Makutha emphasizes a holistic customer experience through product quality, service excellence, comfortable spaces, and engagement with the local community. The research adopts a participatory research approach with a descriptive qualitative method and SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats faced by the business. Data were collected through semi-structured interviews with owners, employees, and customers; direct observations of operational activities; and documentation of digital marketing practices.The findings reveal that Kopi Makutha excels in maintaining consistent product quality and applying hospitality principles through friendly service, well-arranged spaces, and a café atmosphere that fosters customer loyalty. In terms of digital marketing, the use of social media platforms such as Instagram and TikTok has successfully expanded audience reach, although the conversion rate into actual purchases remains relatively low. The main weaknesses lie in inconsistent content management and limited visual aesthetics of the café, which affect marketing effectiveness. These findings highlight the need for stronger integration between digital marketing strategies, product innovation, and enhanced hospitality quality to ensure long-term sustainability. This study is expected to provide practical contributions for MSMEs in improving competitiveness within the creative economy sector, while also enriching academic literature on the role of digital marketing and hospitality in business sustainability.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | digital marketing, msmes, kopi makutha, hospitality, product quality, spatial comfort, local community, business sustainability, creative economy. |
| Subjects: | H Social Sciences > HC Economic Development |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Ekonomi Pembangunan |
| Depositing User: | ENGGARTYASTO DANU DANARAJI |
| Date Deposited: | 13 Nov 2025 04:10 |
| Last Modified: | 13 Nov 2025 04:10 |
| URI: | http://eprints.ums.ac.id/id/eprint/139379 |
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