Pengembangan Usaha Bisnis Kuliner Luwiih Cafe

Abstract

One of the strategic sectors that plays an important role in supporting Indonesia's
economic growth is the food and beverage industry. Population growth is one of the factors
contributing to the increase in coffee consumption in Indonesia. In terms of population
growth, Cirebon Regency has promising prospects for the future, one of which is as a
consumer of coffee. The challenges faced by companies today include insufficient
implementation of promotional and marketing strategies, resulting in the Luwiih Cafe brand
remaining relatively unknown to the public as a place for socializing and working from
coffee across all age segments. This study aims to understand the direction and objectives
of Luwiih Cafe, assess the market potential of Luwiih Cafe in Cirebon Regency, and create
a business map for Luwiih Cafe in Cirebon Regency.
This study employs a qualitative method with a descriptive approach. Data collection
was conducted through observation to obtain primary data. Documentation methods were
used to obtain secondary data.
Luwiih Cafe has significant potential to expand its consumer base Based on market analysis.
The implementation of a facility availability approach with a personalized touch has been
developed as a marketing strategy by Luwiih Cafe. Product quality presents a unique
challenge for Luwiih Cafe's operations. Therefore, Luwiih Cafe consistently strives to
enhance quality control in its production processes. The implementation of recruitment and
selection is a crucial step for the sustainability of Luwiih Cafe. By placing individuals
according to their expertise, potential issues can be minimized. Daily coordination meetings
with employees are conducted via a WhatsApp Group, and monthly meetings are held in
person. Business legality, in the form of a Business Identification Number (NIB), is required
to protect business activities. In terms of economics, Luwiih Cafe employs workers from
Cirebon Regency. Luwiih Cafe can expand its market reach, strengthen its brand image,
and enhance customer satisfaction by collaborating with micro-influencers and food
bloggers to conduct reviews and endorsements, thereby increasing Luwiih Cafe's visibility
on social media and optimizing the use of digital platforms.