Experiential Marketing in the Street Coffee Phenomenon of Yogyakarta

Abstract

The current development of the coffee industry shows remarkable growth. Coffee businesses have experienced an increase driven by the rising trend of coffee drinking (“ngopi”) among young people. The emergence of the Street Coffee phenomenon is one of the cultural expressions of this trend, spreading across various social groups. In Yogyakarta, the Street Coffee phenomenon has grown due to a shift from the conventional practice of drinking coffee in indoor coffee shops to enjoying it in roadside settings. One notable Street Coffee establishment in Yogyakarta is Kedai 31 Bloc. This study aims to explore the experiential marketing strategies implemented by Kedai 31 Bloc. Using a qualitative descriptive method, data were collected through in-depth interviews with the café’s employees. The study employs the experiential marketing component model to analyze the strategies utilized by the café in its efforts to increase customer engagement and attract more consumers.   Keyword: Coffee Businesses, Experiential Marketing, Street Coffee Phenomenon.Perkembangan dunia kopi saat ini menunjukkan geliat pertumbuhan yang luar biasa. Bisnis Kopi yang ada mengalami kenaikan dikarenakan adanya trend Ngopi yang berkembang di kalangan anak muda. Adanya Fenomena Street Coffee juga salah satu dari budaya Ngopi ini berkembang di berbagai kalangan. Fenomena Street Coffee di Yogyakarta berkembang karena adanya pergeseran minum Kopi secara konvensional di Coffee Shop beralih ke area pinggir jalan. Salah satu dari Kedai Street Coffee di Yogyakarta adalah Kedai 31 Bloc. Penelitian ini bertujuan untuk mengeksplorasi strategi Experiential Marketing yang digunakan oleh Kedai 31 Bloc. Dengan menggunakan metode deskriptif kualitatif, data dikumpulkan melalui wawancara mendalam dengan Karyawan Kedai. Penelitian ini menggunakan Model komponen Experiential marketing untuk menganalisis strategi yang dipakai oleh kedai dalam usaha peningkatan konsumen.   Kata kunci: Bisnis Kopi, Experiential Marketing, Fenomena Street Kopi