Marketing Strategy at Sukmojati Coffee using Blue Ocean Strategy

Authors

  • Rifana Rizki Maulida
    Agribusiness Study Program Faculty of Agriculture Universitas Pembangunan Nasional “Veteran” Jawa Timur Indonesia https://orcid.org/0009-0002-0923-9766
  • Mubarokah
    Agribusiness Study Program Faculty of Agriculture Universitas Pembangunan Nasional “Veteran” Jawa Timur Indonesia
  • Ika Sari Tondang
    Agribusiness Study Program Faculty of Agriculture Universitas Pembangunan Nasional “Veteran” Jawa Timur Indonesia

Keywords:

agroindustry, blue ocean strategy, coffee, marketing strategy

Abstract

Agroindustry plays a role in supporting local economic growth and job availability. Sukmojati Coffee is a local coffee agroindustry in Prigen District, Pasuruan, that processes local coffee beans typical of Mount Arjuna into ground coffee. In its development, Sukmojati Coffee faces increasingly tight competition in the coffee industry, with many competitors that cannot be avoided. To maintain a business amid competition, a marketing strategy is essential. This study aims to analyze Sukmojati Coffee's marketing strategy. This study was conducted from March to May 2025. Data collection was carried out through questionnaires completed by 100 respondents and in-depth interviews with a purposively selected informant. The collected data were analyzed using the Blue Ocean Strategy framework. The results of the study showed that Sukmojati Coffee obtained the highest scores on four factors, namely price (3.40), promotion (3.69), service (3.85), and ordering (3.71), and obtained the lowest scores on three factors, namely product (3.37), place (3.09), and store (2.82). Based on the strategy canvas and four-action framework, the marketing strategies that can be implemented are improving packaging performance, improving sales through marketplaces, improving store performance, and creating experiential marketing-based services. Three tiers of non-customers can be turned into customers through 3 marketing strategies: increasing product variety, creating 3-in-1 coffee products, and marketing Sukmojati Coffee as souvenir items. Based on the buyer utility map, Sukmojati Coffee created five new utilities and eliminated the pain points consumers had been facing. These results emphasize the importance of value innovation for Sukmojati Coffee consumers, both functionally and emotionally, to attract consumer attention and increase sales volume.

Downloads

Download data is not yet available.

References

Adit, M. (2023). The Influence of Experiential Marketing on Customer Loyalty at The Coffee Shop in Tuk Tuk Siadong Tourist Village, Samosir Regency. TEHBMJ Tourism Economics Hospitality and Business Management Journal, 3(1), 13–23. https://doi.org/10.36983/tehbmj.v3i1.435

Amadea, M. B., Ariani, M, & Wibowo, J. M. (2025). Analysis of Consumer Behavior of Mobile Coffee as a Modern Lifestyle of The Younger Generation. COSTING Journal of Economic, Business and Accounting, 8(1), 252–262. https://doi.org/10.31539/costing.v8i1.14037

Amalia, R. N., Dianingati, R. S., & Annisaa, E. (2022). The Influence of the Number of Respondents on the Results of the Validity and Reliability Test of the Self-Medication Knowledge and Behavior Questionnaire. GENERICS Journal of Research in Pharmacy, 2(1), 9–15. https://doi.org/10.14710/genres.v2i1.12271

Amory, J. D. S., Mudo, M., & J.R. (2025). Digital Economic Transformation and The Evolution of Consumption Patterns: A Literature Review of Changes in Shopping Behavior in The Internet Era. Jurnal Minfo Polgan, 14(1), 28–37. https://doi.org/10.33395/jmp.v14i1.14608

Anggraini, F. D. P., Aprianti, Setyawati, V. A. V., & Hartanto, A. A. (2022). Statistics Learning Using SPSS Software for Validity and Reliability Testing. Jurnal Basicedu, 6(4), 6491–6504. https://doi.org/10.31004/basicedu.v6i4.3206

Angliawati, R. Y., & Mutaqin, M. F. I. (2023). The Implications of Store Atmosphere and Service Quality on Consumer Satisfaction at Slomo Coffee Bandung. Jurnal Sains Manajemen, 5(1), 52–65. https://doi.org/10.51977/jsm.v5i1.1044

Arista, D., Dolorosa, E., & Suharyani, A. (2021). The Influence of Indocafe Instant Coffee Powder Product Attributes on Consumer Satisfaction and Loyalty in Pontianak City. SEPA Jurnal Sosial Ekonomi Pertanian dan Agribisnis, 17(2), 83–94. https://doi.org/10.20961/sepa.v17i2.38604

Ashardiono, F., & Trihartono, A. (2024). Optimizing the Potential of Indonesian Coffee: A Dual-Market Approach. Cogent Social Sciences, 10(1), 1-17. https://doi.org/10.1080/23311886.2024.2340206

Astuti, I. Y., & Puspitaningrum, D. A. (2025). Optimization of Small Business Development Strategy Using The Blue Ocean Method (Case Study at Katamata Coffee & Roastery Gunungkidul). SEPA Jurnal Sosial Ekonomi Pertanian dan Agribisnis, 22(1), 80–91. https://doi.org/10.20961/sepa.v22i1.89156

Awladthani, F. S., Porkodi, S., Saranya, R., & Pandurengan, V. (2023). A Systematic Literature Review of The Adoption of A Blue Ocean Strategy by Small and Medium Enterprises for Sustainable Growth. Journal of Sustainability Science and Management, 18(2), 197–231. https://doi.org/10.46754/jssm.2023.02.014

Bellinda, B., Dolorosa, E., & Kurniati, D. (2020). Customer Satisfaction and Loyalty at Aming Coffee: Experiential Marketing. Jurnal Bisnis dan Akuntansi, 22(2), 335–346. https://doi.org/10.34208/jba.v22i2.760

Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412–426. https://doi.org/10.24912/jm.v24i3.676

Bondarenko, V., & Vyshnivska, B. (2023). Promotional Marketing as a Method of Increasing Sales. Three Seas Economic Journal, 4(2), 21–28. https://doi.org/10.30525/2661-5150/2023-2-3

Brozovic, M., Kovacevic, D., & Bota, J. (2021). Consumer Satisfaction With Packaging Materials: Kano Model Analysis Approach. Tehnicki Vjesnik, 28(4), 1203–1210. https://doi.org/10.17559/TV-20200831093518

Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. JOURNAL OF OPEN INNOVATION Technology, Market, and Complexity, 8(3), 1-15. https://doi.org/10.3390/joitmc8030109

Chidtian, A. S. C. R., Alamiyah, S. S., & Atasa, D. (2023). Product Packaging Design for the Sumber Wandhe Coffee Farmers Group. JUDIKATIF Jurnal Desain Komunikasi Kreatif, 5(2), 119–127. https://doi.org/10.35134/judikatif.v5i2.144

Dang, V. T., Nguyen, N, & Wang, J. (2021). The Impact of Retailers' Indoor Environmental Quality on Consumer Purchase Decision. International Journal of Retail & Distribution Management, 49(6), 772–794. https://doi.org/10.1108/IJRDM-04-2020-0130

Darmawaty, A., & Satory, A. (2025). The Impact of Coffee Business Growth on Startup Forecasters' Decisions to Conduct Initial Public Offerings (IPOs). MASTER Jurnal Manajemen dan Bisnis Terapan, 5(1), 108–125. https://doi.org/10.30595/jmbt.v5i1.26375

Devi, N. P. C., Dahmiri, D., & Ihsan, M. (2025). The Influence of Entrepreneurial Competence and Entrepreneurial Orientation on Business Performance in the Mediation of Competitive Advantage in Millennial Mobile Coffee Businesses in Jambi City. Jurnal Ilmiah Global Education, 6(2), 744–760. https://doi.org/10.55681/jige.v6i2.3740

Diantanti, N. P., Darajat, A. H., & Amrila, K. F. (2025). The Role of Menu Variety and Price on Repurchase Decisions. Solusi, 23(4), 586–598. https://doi.org/10.26623/slsi.v23i4.12997

Fadhillah, R., Hamsani, & Nugroho, A. A. (2025). The Effect of Store Atmosphere, Price, and Location on Consumer Satisfaction at Warkop Yumin Pangkalpinang. Jurnal Riset Multidisiplin Edukasi, 2(6), 326–362. https://doi.org/10.71282/jurmie.v2i6.480

Fitri, M. A., Syahni, R., & Hendri, M. (2022). Comparison of the Indonesian and Malaysian Coffee Industries. AGROVITAL Jurnal Ilmu Pertanian, 7(2), 117–121. https://doi.org/10.35329/agrovital.v7i2.3655

Ghanbari, M., Yameqani, A. S., Rabbani, Y., & Yamaqani, K. S. (2024). Formulating a Blue Ocean Strategy in the Banking Services Industry: Enhancing Customer Satisfaction through Improved Demand Fulfillment and Presenting an Optimal Pattern. Journal of Business Management, 16(1), 87–113. https://doi.org/10.22059/jibm.2023.353262.4517

Hutabarat, S. M. (2025). Analysis of Coffe Box Bengkulu Business Strategy Development. JMIE Journal of Management and Innovation Entrepreneurship, 2(2), 1839–1846. https://doi.org/10.70248/jmie.v2i2.1862

Kardana, M. K., & Lahindah, L. (2021). Penerapan Strategy Blue Ocean pada Kopi Biru Untuk Meraih Value Innovation. JABS Journal of Accounting and Business Studies, 6(1), 19–34. https://doi.org/10.61769/jabs.v6i1.511

Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy. Jakarta: Serambi Ilmu Semesta.

Kusumastuti, A. D., Marbianto, D., & Aida, A. (2025). Consumer Loyalty Management Strategy Through Industrial Tourism Experience: A Case Study of the Monggo Chocolate Factory. Jurnal Ekuilnomi, 7(2), 454–464. https://doi.org/10.36985/mn1rqs28

Liu, Y. (2022). A Study on the Development Strategy of Luckin Coffee Based on Big Data. Paper Presented at Proceedings of the 2022 International Conference on Financial Technology and Business Analysis, 5(1), 272–277. https://doi.org/10.54254/2754-1169/5/20220126

Makhrus, M. W., & Darianto. (2025). The Influence of Sales Systems and Payment Methods on Consumer Satisfaction at Kebab Ababills Lamongan. Jurnal Bisnis Mahasiswa, 5(1), 307–317. https://doi.org/10.60036/jbm.v5i1.367

Mukti, A., & Aprianti, K. (2021). The Influence of Service Quality and Price on Purchasing Decisions at Kirani Coffee Shop. Jurnal Bina Manajemen, 10(1), 229–245. https://doi.org/10.52859/jbm.v10i1.163

Noer, A. E., Pradianingsih, R., Habibie, M. Y., Warto, A. Z., & Rahmawati, I. D. (2025). Blue Ocean Strategy Approach To Business Competition In Banjarbaru City. Jurnal Ilmiah Manajemen, Ekonomi, dan Akuntansi (MEA), 9(1), 1200–1210. https://doi.org/10.31955/mea.v9i1.5153

Pebriana, V., Kurniati, D., & Kusrini, N. (2024). The Relationship between Product Attributes and the Purchasing Decision Process of Juragan Ground Coffee Products. Jurnal Sosial Ekonomi Pertanian, 20(1), 21–34. https://doi.org/10.20956/jsep.v20i1.27415

Putri, A. E., Winarno, S. T., & Laily, D. W. (2024). The Influence of Marketing Mix and Consumer Perceptions on Purchasing Decisions for Hydroponic Vegetables (Case Study in The Griya Botani Hydroponic Garden. Jurnal Ilmiah Membangun Desa dan Pertanian, 9(4), 322–332. https://doi.org/10.37149/jimdp.v9i4.1332

Putri, A. R. (2025). The Influence of Product Quality and Service Quality on Customer Satisfaction in the Kobantitar Mart Retail Business Unit. SCIENTIFIC JOURNAL OF REFLECTION Economic, Accounting, Management and Business, 8(2), 584–593. https://doi.org/10.37481/sjr.v8i2.1090

Putri, F. A., Nazaruddin, Nur, M., Hamdy, M. I., & Suherman. (2025). Marketing Strategy Analysis for MSME Using the Blue Ocean Strategy (BOS) Approach and the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS). MATRIK Jurnal Manajemen dan Teknik Industri Produksi, 25(2), 153-164. https://doi.org/10.30587/matrik.v25i2.8684

Rahmatika, R. A. (2022). Exploring Marketing Strategies of Deaf Employing Coffee Shops in the Greater Jakarta (Case Study of Sunyi Coffee and Difabis Coffee). J-MAS Jurnal Manajemen dan Sains, 7(2), 668-673. https://doi.org/10.33087/jmas.v7i2.533

Rambe, I. A. N., Hamdy, M. I., Kusumanto, I., Hartati, M., & Harpito. (2023). Design of Business Development Strategies Using Quantitative Methods, Strategic Planning Matrix (QSPM), and Blue Ocean Strategy (BOS) in Efforts to Maintain Business (Case Study: Median Coffee and Eatery). Jurnal Perangkat Lunak, 5(3), 456–463. https://doi.org/10.32520/jupel.v5i3.2822

Rasyidi, A. F., Ceha, R., & Rukmana, A. N. (2024). Designing a Business Development Strategy in a Coffee Shop Using the Blue Ocean Strategy Approach. BANDUNG CONFERENCE SERIES Industrial Engineering Science, 4(1), 335–342. https://doi.org/10.29313/bcsies.v4i1.11310

Razak, I. (2023). Blue Ocean Strategy: Marketing Strategy to achieve Competitive Advantage. JU-SOSAK Jurnal Sosial Sains dan Komunikasi, 2(1), 115–122. https://doi.org/10.58471/ju-sosak.v2i1.510

Risanti, M. M., & Riyanto, S. (2021). The Effectiveness of Marketing Communication of MSME Coffe in the Covid-19 Pandemic Era (Case: Kopi Sisi Kiri, Bogor City, West Java Province). Jurnal Sains Komunikasi dan Pengembangan Masyarakat, 5(5), 684–696. https://doi.org/10.29244/jskpm.v5i5.882

Rooderkerk, R. P., & Lehmann, D. R. (2021). Incorporating Consumer Product Categorizations into Shelf Layout Design. Journal of Marketing Research, 58(1), 50–73. https://doi.org/10.1177/0022243720964127

Roosandianto, Ludy, & Purwanto, S. (2021). Analysis of The Influence of Coffee Product Quality and Experiential Marketing on Brand Image 45 Graha Coffee Shop Sidoarjo. DIALEKTIKA Jurnal Ekonomi dan Ilmu Sosial, 6(2), 1–10. https://doi.org/10.36636/dialektika.v6i2.746

Rumajar, M. D., Tumbel, A. L., & Djemly, W. (2022). The Influence of Store Location and Atmosphere on Purchasing Decisions at Warkop Kemang Manado. EMBA Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(3), 266-275. https://doi.org/10.35794/emba.v10i3.41960

Saha, S. K., Duarte, P., Silva, S. C., & Zhuang, G. (2023). The Role of Online Experience in the Relationship Between Service Convenience and Future Purchase Intentions. Journal of Internet Commerce, 22(2), 244–271. https://doi.org/10.1080/15332861.2022.2045767

Saputra, M. R. A., Chalid, F. L., & Budianto, H. (2023). Scientific and Research Methods. Sidoarjo: Nizamia Learning Center.

Sari, E. N., Faizin, N., & Hudori, H. A. (2024). Marketplace Optimization as an Effective Strategy for Expanding the Marketing Network of Kopi Ratu, a Production of Azka Food MSMEs. Journal of Community Development, 5(3), 688–696. https://doi.org/10.47134/comdev.v5i3.1427

Siahaan, E. P., Winarno, S. T., & Setyadi, T. (2025). Instagram Promotion Effectiveness and the Mediating Role of Brand Awareness in Influencing Consumer Purchase Decisions at a Coffee Business. Jurnal Ilmiah Membangun Desa dan Pertanian, 10(3), 275–288. https://doi.org/10.37149/jimdp.v10i3.2118

Suardi, M., & Anggara, A. (2024). Matoari Ground Coffee Product Branding. JUDIKATIF Jurnal Desain Komunikasi Kreatif, 6(1), 123–130. https://doi.org/10.35134/judikatif.v6i1.196

Susanti, A. H. (2023). Marketing Strategy Development For Doi: Increasing Sales in Kendal Sport Business Using the Swot and Blue Ocean Strategy (BOS) Method. Jurnal Teknik Ibnu Sina, 8(1), 79–86. https://doi.org/10.36352/jt-ibsi.v8i01.695

Syahfitri, D., Nurhadi, E., & Amir, I. T. (2022). Business Model Canvas at PT. Pabrik Gula Candi Baru, Sidoarjo, East Java. Jurnal Agribisnis Indonesia, 10(1), 63–75. https://doi.org/10.29244/jai.2022.10.1.63-75

Wahyudi, F., & Choirina, P. (2025). Expanding Market Reach Through Digital Marketing Education for Coffee Farmers in Jambuwer Village, Malang Regency. JANUR Jurnal Pengabdian Masyarakat Nusantara, 1(1), 40–46. https://doi.org/10.65316/janur.v11.i9

Wijaya, E. S., Rasyid, H. A., Satyajaya, W., Utomo, T. P., & Nur, M. (2025). Marketing Strategy for Anjosia Ground Coffee (a Case Study at Anjosia Coffee, Kemiling District, Bandar Lampung City). Jurnal Agroindustri Berkelanjutan, 4(1), 147-155. https://doi.org/10.23960/jab.v4i1.10850

Xu, H., Zhao, J., Jin, C., Zhu, N., & Chai, Y. (2025). Research on the Multi-Sensory Experience Design of Interior Spaces from the Perspective of Spatial Perception: A Case Study of Suzhou Coffee Roasting Factory. Buildings, 15(8), 1–43. https://doi.org/10.3390/buildings15081393

Yanti, N. P., & Tjiptodjojo, K. I. (2025). The Influence of Store Image and Store Atmosphere on Purchasing Decisions. JIIP Jurnal Ilmiah Ilmu Pendidikan, 8(2), 1642–1647. https://doi.org/10.54371/jiip.v8i2.6932

Zebua, F., Hulu, T. H. S., Lase, D., & Baene, E. (2025). Inovasi Desain Kemasan Dodol Durian Nias sebagai Strategi Peningkatan Daya Tarik dan Penjualan di UD Tanda Setia Gunungsitoli. Management Perspective, 2(2), 80–97. https://doi.org/10.62138/management.v2i2.124

Published

2025-11-18

How to Cite

Maulida, R. R., Mubarokah, M., & Tondang, I. S. (2025). Marketing Strategy at Sukmojati Coffee using Blue Ocean Strategy. Jurnal Ilmiah Membangun Desa Dan Pertanian, 10(5), 494–510. https://doi.org/10.37149/jimdp.v10i5.2395

Issue

Vol. 10 No. 5 (2025)

Section

Articles
Digital Object Identifier
https://doi.org/10.37149/jimdp.v10i5.2395
Copyright & Licensing

Copyright (c) 2025 Rifana Rizki Maulida, Mubarokah, Ika Sari Tondang

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY-SA) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship initial publication in this journal.