The Marketing Mix Element of the Coffee Shop. A Case Study @CoffeeBeanIndo

Abstract

The study related to the coffee shop is limited. Therefore this research has the objective to build an attribute of the dataset @CoffeeBeanIndo marketing communication, and Coffee Bean is an emerging coffee shop in Indonesia. The research conducted with extracting the unstructured dataset @CoffeeBeanIndo, further exploratory factor analysis conducted. The data processing start with data preparation, taking out the double posted data. Furthermore, after the data cleaned, an exploratory factor analysis conducted with the Provalis Research software that will expose the insight from the 386 unstructured tweets extracted from @CoffeeBeanIndo. Based on the exploratory research @CoffeeBeanIndo, there are some coffee shop service attributes which are the service of process, products that are perceived by the consumer, the promotion, the physical evidence, price offered, as well as the opinions of consumers about the products they buy.

Keywords: @CoffeBeanIndo, Marketing Communication, Unstructured Dataset

DOI: 10.7176/EJBM/11-18-20

Publication date:June 30^th 2019