COMMUNITY UTILIZATION STRATEGY TO INCREASE THE

NUMBER OF CUSTOMERS FOR MATTEA SOCIAL SPACE

Harry Sipangkar1
Sekolah Bisnis dan Management, Institut Teknologi Bandung, Indonesia1
harrysipangkar@sbm-itb.ac.id

ABSTRAK

Mattea Social Space didirikan pada Mei 2021, berfokus kepada ragam produk
yang dijual, luas area dan konsep tempat yang bagus dengan konsep tropikal dan
industrial, dengan mayoritas areanya yang outdoor. Permasalahan yang dihadapi
Mattea Social Space saat ini adalah penurunan jumlah customer sejak
pertengahan tahun. Tujuan dari penelitian adalah untuk mencari tahu strategi
terbaik untuk meningkatkan customer dengan memanfaatkan komunitas dan
mengusulkan rencana implementasinya. Hipotesis yang digunakan adalah
community marketing dan community building akan mempengaruhi brand
loyalty, dan brand loyalty akhirnya akan meningkatkan jumlah pelanggan.
Metode penelitian ini menggunakan pendekatan kualitatif dengan teknik
pengumpulan data yaitu observasi dan wawancara. Hasil penelitian menunjukkan
bahwa strategi terbaik untuk meningkatkan customer bagi Mattea Social Space
adalah menciptakan Ekosistem Komunitas Mattea Social Space, menjadwalkan
secara rutin program pelatihan karyawan terkait peningkatan pelayanan dan
pengembangan produk, dan juga mengimplementasikan dan menjadwalkan
pemeliharaan secara rutin untuk semua area dan peralatan yang dimiliki oleh
Mattea Social Space.

Kata Kunci: Jumlah pelanggan, pemasaran komunitas, pembangunan komunitas, &

loyalitas merek.

ABSTRACT

Mattea Social Space was founded in May 2021, running under PT. Hita Creative
Nusantara which focuses on the variety of food and drinks sold, the area of the
customer's seating area and the concept of a nice place with tropical and industrial
themes, with the majority of the area being 60% outdoor, 25% semi-outdoor. and
15% indoors. The problem that Mattea Social Space is currently facing is that
there has been a decrease in the number of customers in the last few months, the
trend of which has been decreasing since the middle of the year. The purpose of
the research is first, to find out the best strategy to increase customers by
leveraging the community and propose an implementation plan. The hypothesis
used is that community marketing and community building will affect brand
loyalty, and brand loyalty will ultimately increase the number of customers. This
research method uses a qualitative approach with data collection techniques,
namely observation and interviews. The results of the study show that the best
strategy to increase customers for Mattea Social Space is to create the Mattea
Social Space Community Ecosystem, where Mattea Social Space becomes a
gathering place for many communities to gather and carry out various activities,
schedule regular employee training programs related to service improvement and
product development, and also need to implement and schedule routine
maintenance for all areas and equipment owned by Mattea Social Space. Then this
is carried out under control by making plans to implement these strategies for one
calendar year 2023 as well as KPIs.

Keywords: Number of customers, community marketing, community building, &

brand loyalty.

PENDAHULUAN

Nowadays, cafe business in urban cities is phenomenal. Not only large companies, but
also individual entrepreneurs are starting the cafe business. In urban cities, the cafe
business is becoming something phenomenal. That makes many cafes enter the market.
It is also supported because hangouts in cafes are lifestyles for millennial generations in
particular. A lifestyle is an individual or group's interest or behavior. As for the type of
lifestyle that matches the cafe, it is for people who enjoy socializing, hanging out, doing
business, reading, working, or spending time in cafes or restaurants. Lifestyle and food
observer Kevin Soemantri is quoted from a Kompas article on people's lifestyles, saying
that currently the trend of going to bars in various countries has shifted to going to
coffee shops or cafes. The activity of drinking coffee while hanging out is also
evidenced by the development of coffee consumption in Indonesia which continues to
grow from year-to-year. The younger generation drives the recently growing number of
coffee consumers. In the past, coffee was associated with a grown-up drink or older
people's drink. It also encourages coffee consumption in the country. According to data
from the International Coffee Organization (ICO), coffee consumption in Indonesia has
reached 5 million 60-kilogram bags in the 2020/2021 period. That number increased by
4.04% compared to the previous period which amounted to 4.81 million 60 kg bags.
Coffee consumption in Indonesia in 2020/2021 will also be the highest in the last
decade. Furthermore, Indonesia's coffee consumption is one of the largest in the world.
Indonesia is in fifth place or below Japan, whose coffee consumption reaches 7.39
million bags measuring 60 kg. Meanwhile, Indonesia's coffee production will reach
774.6 thousand tons in 2021. This value is up 2.75% from the previous year which was
753.9 thousand tons.
Nowadays, coffee consumption is an activity that is considered a lifestyle, especially for
the younger generation. Since the drinking coffee habit has been shifting into a lifestyle,
many cafes keep growing to cater to it. The independent and chain retail coffee outlet
has recently emerged across the country, offering coffee products ranging from
affordable to high-end. They are usually located in public areas such as the business
center, shopping mall, and transportation hub (Mcdonald & Rahmanulloh, 2020), and in
Indonesia, consumption growth powered by the expansion of retail coffee shops,
including franchises and local small business. Coffee outlets target consumers in
shopping malls, business centers and public facilities such as airports and train stations
(Wang and Ghalih, 2017). These days, the cafe is the place for sipping coffee and a
place to hang-out and work. With the rapid development of the number of coffee
consumers, the cafe business competition has become increasingly fierce. It can be seen
from the data processed by the Badan Pusat Statistik on the development of the food
and beverage business in Indonesia which can be seen from the profits obtained from
year-to-year.
According to the graph above from Badan Pusat Statistik Indonesia, the development of
the food and beverage supply business in Indonesia itself in 2018 experienced an
increase in profit. The total income from the food and beverage supply business was
22.82 trillion rupiah in 2017 and 23.55 trillion rupiah in 2018, this figure has increased
by 3.11% in 2018 and continues to increase until 2020 by 1,58%. This indicates that the
food and beverage supply industry is growing every year.
With the growing growth of cafes and restaurants, cafe business owners are required to
find ways and strategies to be able to retain their customers and attract new customers to
maintain and increase their customers.
One efficient strategy to increase customers significantly is through communities. Rakhi
Thakur (2015) Community marketing as a channel for distribution through a broad
range of partners to provide access and knowledge about an under-served customer
segment and build acceptability through the trust they command in that customer
community. The proposed definition suggests that community marketing is based on
partnership with specific groups who have access to specific segments of customers.
The appropriate unit of analysis appears to be specific products/services and customer
segments. Community marketing has been the preferred way of reaching out to large
segments of consumers in developing economies. However, in doing community
marketing, companies also need to create a community that grows with the company so
that the community remains loyal to the company, as said by Abe Stephanie (2019),
building a community around a brand is a good way to give customers value at every
stage of their journey, design better products, and increase overall customer lifetime
value (CLV). Marketing strategies that aren't prioritizing community marketing are
missing out big on brand growth and customer advocacy opportunities.
With the existence of a community, it is hoped that there will be positive interactions
between users of products and services in a company so that customer loyalty can be
maintained. As mentioned by the MarketPlus Consulting Whitepaper Team (2010), one
of the main goals of companies building or developing communities is to increase
consumer loyalty.
With that community strategy, the cafe can be a place for them to gather and get special
benefits for the community both from products and services. This strategy is very
suitable for cafes that have a large and comfortable area to serve as a gathering place for
various communities and utilizing community can be a good strategy for cafes to
increase their number of customers.

KAJIAN TEORI

Community Marketing

Rakhi Thakur (2015) defines community marketing as a channel for distribution

through a broad range of partners to provide access and knowledge about an
under-served customer segment and build acceptability through the trust they
command in that customer community. The proposed definition suggests that
community marketing is based on partnership with specific groups who have
access to specific segments of customers. The appropriate unit of analysis
appears to be specific products/services and customer segments. Community
marketing has been the preferred way of reaching out to large segments of
consumers in developing economies for consumer-packaged goods, household
goods, farm products, etc.

McMilian and Chavis (1989) explain that individuals achieve a sense of

satisfaction and community awareness when they derive four benefits from
joining a particular group. These benefits are:

a. Membership is that each group member understands that they have

invested a part of themselves to become a member in a community.
b. Influence is the ability of community members to influence their
community and feel that the community can also influence it.
c. Integration and fulfilment of need, is a concept that refers to members
feeling valued if they can participate in the group.
d. Shared emotional connections, is a trust that community members get to
share history, common life experiences, places, and times together.
Marketers take the opportunity to break down the dividing wall between
business and community. The goal is to form creative relationships that meet
the needs of the community and business by building that relationship which is
called community marketing.

Community Building

Community building, a term that cuts across several disciplines, is a concept

that is used to unite common ‘successful’ threads, including drawing on
individual and collective assets, mobilizing community residents to address
concrete issues, sustaining community members’ participation, expanding their
capacity, and promoting positive connections between individuals, groups and
organizations within communities (McNeely, 1999)

To strengthen the community building, the community needs to make an event

for its members as one way. According to Amy Jo Kim’s (2000) “Social
Scaffolding”, systems-oriented approach to community building in her book
called “Community Building on The Web”. Communities come together
around regular events: sitting down to dinner, going to church on Sunday,
attending a monthly meeting or an annual offsite. To develop a loyal following
and foster deeper relationships among your members, you'll want to establish
regular online events, and help members develop and run their own events.
Also, to provide the event, once the community has defined the purpose, the
community will want to build a flexible, small-scale infrastructure of gathering
place, which you and your members will work together to evolve.

Brand Loyalty

Brand loyalty is essential to an establishment’s long-term success and is one of

the most common topics in the marketing field (Brakus, Schmitt, &
Zarantonello, 2009). Consumers with high brand loyalty are less sensitive to
price and are less likely to be influenced by a competitor’s advances. A coffee
shop brand manager often spends millions of dollars annually in order to create
and support the brand image. The impact of brand symbolism depends upon
the interrelationship between a brand’s perceived image and the consumer’s
self-image (Jamal & Goode, 2001).

The majority of early loyalty studies conceptualized loyalty with behavior, as a

form of repeat purchasing of a particular product or service over time.
Behavioral brand loyalty can be defined as a customer’s overt behavior toward
a specific brand in terms of repeat purchasing patterns (Back & Parks, 2003).
Specifically, a repeat purchasing pattern can be determined as actual purchase
frequency, and the proportion of occasions in which a specific brand is
purchased as compared to the total number of purchased brands and/or the
actual amount of purchase.

Brand loyalty can be defined as “a deeply held commitment to re-buy or re-

patronize a preferred product/service consistently in the future, thereby causing
repetitive same brand or same brand-set purchasing, despite situational
influences and marketing efforts having the potential to cause switching
behavior” (Oliver, 1999).

The definition of behavioral brand loyalty is often considered to be

synonymous with repeat purchase behavior (Kuikka & Laukkanen, 2012). Also,
customer loyalty is the result of psychological processes and has behavioral
manifestations and should therefore incorporate both attitudinal and behavioral
components. In conclusion, most of the marketing literature defines brand
loyalty as a result of the interplay between the consumer’s attitude and repeat
purchase behavior (Kuikka & Laukkanen, 2012).

Characteristics of Customer Loyalty According to Griffin (2005), the

characteristics of loyal customers are as follows:

a. Make repeat purchases on a regular basis.

b. Purchase across product and service lines.
c. Referring to others.
d. Demonstrate immunity to the pull of competitors.
Conceptual Framework

METODE PENELITIAN
Pendekatan penelitian penelitian ini adalah penelitian kualitatif deskriptif, dimana
data yang dikumpulkan berupa kata-kata, gambar, bukan angka. Menurut Bogdan
dan Taylor (1992). Penelitian ini menggunakan sumber data primer dan sekunder.
Untuk teknik pengambilan data yang penulis gunakan pada penelitian ini adalah,
menggunakan observasi dan wawancara. Wawancara dilakukan dengan
mengundang informan ke lokasi wawancara yaitu di Mattea Social Space Cempaka
Putih. Jumlah informan yang dibutuhkan adalah 15 informan yang tergabung dalam
suatu komunitas. Adapun kriteria subjek penelitian yang dibutuhkan adalah sebagai
berikut:

Indicator Criteria

Community Location Jakarta & Bekasi City

Community type interest, location or place, &

communion

Position on community administrators or community

members

Active on community Yes

events

Table 3.1 Criteria for Research Subjects

Data dari penelitian ini dapat digeneralisasikan ke populasi besar di luar ukuran
sampel. Wawancara dilakukan pada awal November 2022 dengan 15 informan,
jumlah informan didasarkan pada teori yang dikemukakan oleh John Latham (2013)
yang mengatakan bahwa, dengan demikian, 15 sebagai minimum untuk sebagian
besar studi wawancara kualitatif bekerja sangat baik ketika para peserta homogen.
Seperti disebutkan pada Tabel 3.1, wawancara hanya dilakukan di wilayah Jakarta
dan Kota Bekasi.
Untuk analisis data, penulis menggunakan analisis pengkodean data untuk langkah
pertama, pengkodean merupakan langkah penting sebelum analisis dimulai.
Langkah ini dimaksudkan untuk menata dan mensistematisasikan data secara
lengkap dan rinci sehingga dapat mengungkapkan gambaran umum dari data yang
diteliti (Poerwandari, 2005). Langkah kedua, analisis Tematik, menurut Arnold
(2006) analisis tematik adalah metode untuk mengidentifikasi, menganalisis dan
melaporkan pola atau tema dalam suatu data. Oleh karena itu, metode ini dapat
mengorganisir dan mendeskripsikan data secara detail untuk menginterpretasikan
berbagai aspek dari topik penelitian. Langkah terakhir adalah menarik kesimpulan,
menganalisis data penelitian kualitatif adalah menarik kesimpulan atau verifikasi.
Temuan dapat berupa deskripsi, deskripsi objek yang sebelumnya tidak jelas,
kemudian setelah diselidiki menjadi lebih jelas, dapat berupa hubungan kausal atau
interaktif, serta hipotesis atau teori.

HASIL PENELITIAN

This research was carried out according to what had been planned in the previous
chapter with the methods and research subjects that had been determined. In this
chapter, the writer presents the answers to the formulation of the problems contained in
this chapter. The problem formulation is to increase the number of Mattea Social Space
customers by using the community. This research involved 15 informants who came
from different types of communities with various backgrounds. The informant database
is as follows;

No Name Commun Formed Field Area Status Activi Gathering

ity on ty Place

1 Bagus Ikatan 1990 Educa Jakarta Admi 1 Basecamp/

Aditya Cendekia tion & Selatan nistrat activit cafe
wan Acade or y/ 2
Muslim mics weeks
Indonesia

2 Atha Ikatan 2002 Profes DKI Memb 1 Cafe/

Mubarak Ahli sion Jakarta er activit Restaurant
Planologi y/ 2
weeks

3 Andy Pergerak 1990 Religi DKI Memb 2 Ballroom/

Frams an on Jakarta er activit Cafe
Mahasis ies/
wa Islam year
Indonesia

4 David Subaru & 2002 Otom DKI Memb 1 Sports bar

Ducati otive Jakarta er activit
Indonesia y/ 1
 week

5 Farid Komunit 2018 & Educa Indones Admi 1 Cafe

Ramadha as 2013 tion & ia nistrat activit
ni Maritim E- or y/2
Muda sports month
Indonesia s
& Dota 2
Indonesia

6 Firman Gue 1980, Sports Jakarta Admi 2 Cafe

PSM, 2018,19 Selatan nistrat activit
Interisti 72 or ies/we
Indonesia ek
,
Realestat
Indonesia

7 Patrick Komunit 2000 Sports Jabodet Memb 1 Cafe/

Santoso as Volly abek er activit restaurant
Antar y/wee
Kampus k
Se-
jabodetab
ek

8 Ivan Angkatan 1978 Politic Indones Admi 2-3 Office,

Nathanae Muda s ia nistrat activit cafe,
l Pembaha or ies/mo restaurant
ruan nth
Indonesia

9 Iqbal Komunit 2019 Profes Jabodet Memb 1 Cafe

Mubarak as sion abek er activit
Ilustrator y/mon
Jabodeta th
bek

10 John Komunit 2019 Hobb DKI Memb 1 Cafe

as y Jakarta er activit
Pecinta y/mon
Tanaman th
Hias

11 Yossy Crypto & 2018 Finan DKI Memb 1 Cafe,

 Andrew Blockcha ce Jakarta er activit restaurant
Girsang in y/mon
Commun th
ity

12 Tri Indonesia 2013 E- DKI Admi 2 Cafe,

Hendra E-Sports sports Jakarta nistrat activit restaurant
Widadi Associati or y/mon
on th

13 Naufal HIPMI 1972 Profes DKI Memb 3 Cafe,

Syafrun Jaya sion Jakarta er activit restaurant
y/wee
k

14 Yoshua Blezbros 2019 Religi DKI Memb 1 Online

Harbyant on Jakarta er activit Meeting
o y/wee
Sipangka k
r

15 Yoga B Bremer 2019 Sports DKI Memb 2-6 Cafe

Permadi & 45 CC Jakarta er activit
(Cycling ies/we
Commun ek
ity)

Table 4.1 informant’s Database

Then in the interview regarding the informant's interest in a gathering place, the writer
asked them to sort the most important to the least important from several factors,
namely, a large area, a beautiful area, a comfortable area, good food and drinks , offers
and discounts, good service, and collaboration. The most important factor is rated in
number 1 (one), to the least important factor is given a number of 7 (seven). The
following are the results that have been sorted by the informants.
.
N Name Comfortabl Fine Wid Delicious Offering Good Collaboratio
o e Area Are e Food & & Servic n
a Area Beverage Discoun e
s t

1 Bagus 2 6 2 7 5 4 3
Aditya

2 Atha 2 6 3 1 7 4 5
Mubarak
3 Andy 4 6 5 7 2 3 1
Frams

4 David 1 7 3 2 6 4 5

5 Farid 2 7 5 3 4 1 6
Ramadhan
i

6 Firman 2 7 4 3 6 1 5

7 Patrick 1 7 2 3 6 5 4
Santoso

8 Ivan 1 7 5 3 2 6 4
Nathanael

9 Iqbal 1 7 2 6 4 5 3
Mubarak

10 John 7 6 5 4 3 2 1

11 Yossy 1 3 4 6 7 2 5
Andrew
Girsang

12 Tri 1 6 5 4 7 2 3
Hendra
Widadi

13 Naufal 1 7 4 5 6 2 3
Syafrun

14 Yoshua 1 7 2 6 3 4 5
Harbyanto
Sipangkar

15 Yoga B 3 4 5 1 2 6 7
Permadi

Total 30 93 56 61 70 51 60

Table 4.2 Factors Affecting Community Interest in a Gathering Place

From the calculation results above, from 15 informants, we can see that the comfortable
area factor is the first order with the smallest value as the most important factor when
the community chooses a place to gather, then good service, large area, collaboration,
good food and drinks. delicious, offers and discounts, and what is considered the least
important is the fine area.

PEMBAHASAN
Acquisition strategy adalah

SIMPULAN
1.
 Tabel 6.1 Implementation Plan

DAFTAR PUSTAKA
Bagian ini hanya memuat referensi yang benar-benar dirujuk; dengan demikian,
referensi yang dimasukkan pada bagian ini akan ditemukan tertulis pada bagian-bagian
sebelumnya. Sistematika penulisannya adalah:
1. Menurut abjad.
2. Tidak perlu dikelompokkan berdasarkan buku, jurnal, koran, ataupun berdasarkan
tipe publikasi lainnya.
3. Sistematika penulisan untuk buku: nama penulis (kata terakhir lebih dahulu, lalu
nama pertama dan seterusnya). (Tahun publikasi). Judul buku. Penerbit, kota.
4. Sistematika penulisan untuk jurnal: nama penulis (kata terakhir lebih dahulu, lalu
nama pertama dan seterusnya). (Tahun publikasi). “Judul tulisan.” nama jurnal.
Volume, nomor. halaman
5. Sistematika penulisan untuk skripsi/tesis/disertasi: nama penulis (kata terakhir lebih
dahulu, lalu nama pertama dan seterusnya). (Tahun lulus). Judul
skripsi/tesis/disertasi. Penerbit, kota.
6. Sistematika penulisan untuk artikel dari internet: nama penulis (kata terakhir lebih
dahulu, lalu nama pertama dan seterusnya). Tanggal, bulan, dan tahun download.
Judul tulisan. Alamat situs.
7. Sistematika penulian untuk artikel dalam koran/majalah: nama penulis (kata terakhir
lebih dahulu, lalu nama pertama dan seterusnya). Tanggal, bulan dan tahun
publikasi. “Judul tulisan.” Nama koran. Penerbit, kota.

Aturan Penulisan
1. Tulisan merupakan hasil penelitian
2. Referensi menggunakan aturan author, date hanya mencantumkan nama belakang
penulis dan tahun tulisan (contoh: Kotler, 2000) dan mohon dicek ulang dengan
daftar pustaka (sangat membantu jika menggunakan fasilitas bibliography yang ada
di word processor)
3. Tidak menggunakan catatan kaki

Tulisan ilmiah dikirimkan dengan format:

1. Ukuran kertas yang digunakan ukuran A4
2. Panjang tulisan maksimum 20 halaman
3. Margin keliling kiri 3 cm, kanan 3 cm, atas 3 cm, bawah 3 cm
4. Spasi 1,5
5. Dalam bentuk 1 kolom (standar, tidak perlu dibuat kolom)
6. Huruf Times New Roman, ukuran 12
7. Judul tabel dan gambar ditulis di tengah, sentence case, dengan jarak 1 spasi dari
tabel atau gambarnya. Judul tabel diletakkan di atas tabel (sebelum tabel) dan judul
gambar diletakkan di bawah gambar (setelah gambar). Penulisan sumber tabel atau
gambar diletakkan di bawah tabel dan gambar (center pada gambar dan sejajar tabel
pada tabel dengan huruf 10 pt). Pada gambar, penulisan sumber diletakkan setelah
judul gambar dengan jarak 1 spasi. Tulisan dalam tabel 10 pt.

Tabel 1.
Rasio Keuangan Bank Mandiri Tahun 1998-2005

Tahun PA PE RPE RPTA

1998 -123.49% n.a n.a 201.40%
1999 -30.01% -763.87% 2445.65% 96.07%
2000 0.47% 8.28% 1676.43% 94.37%
2001 1.05% 25.48% 2333.83% 95.89%
2002 1.43% 24.84% 1634.64% 94.24%
2003 1.84% 22.49% 1123.02% 91.82%
2004 2.12% 21.08% 895.21% 89.95%
2005 0.23% 2.60% 1034.54% 91.19%
 Sumber: Siringoringo (2014)

Contoh gambar:

Gambar 1. Sinar yang Dihasilkan Matahari

Sumber: Andang Sunarto (20013)