Edukasi Teori Perilaku Konsumen Dalam Mendukung Strategi Pemasaran Umkm Hope Coffee

Abstract

This community service activity aims to analyze and educate on the application of Consumer Behavior Theory and its relationship with Marketing Strategy at the Hope Coffee MSME in Samarinda City through a Microeconomic perspective. The main problems faced by the partner include sharp fluctuations in market demand due to heavy reliance on the collage academic calendar, alongside challenges in maintaining product flavor consistency caused by dofferent kitchen staff. The implementation method used was descriptive qualitative with a case study approach incvoling preliminary observations, instrument preparation, in-depth interviews, and two-way discussions with the management. The results of the activity show that Hope Coffee has successfully implemented geographical market segmentation by targeting nearby collage students and institutional employees as their primary market, accounting for 90% of total customers . Economic utility is achieved by providing flagship manus at competitive pricas (worth it), which has proven effective in triggering repeat orders and building a loyal customers base. Through this education, the management committed to being more adaptive and implementing strict Standard Operating Procedures (SOP) in the kitchen to preserve taste consistency. This activity is expected to help optimize the partner’s target market strategies to be more precise, stabilize revenue during collage holiday seasons, and serve as an esmpirical reference for academics in espanding microeconomic studies on small-scale businesses.