Hailam Ko Abun Entrepreneurship Success in Marketing Strategy in the City of Balikpapan

Abstract

This research applies the type of descriptive qualitative research. Attention or focus on research includes marketing strategies used in Hailam Ko Abun coffee shops as entrepreneurial success consisting of product, price, promotion, place, people, tangible evidence (physical) and factors that limit marketing planning on Hailam Ko Abun coffee shop as entrepreneurial success. Data sources include primary data, namely new owners, previous owners, and one consumer of Hailam Ko Abun coffee shop, as well as secondary data. The data analysis applied was Miles and Huberman's qualitative analysis technique. The results of this study prove that the owner of the Hailam Ko Abun coffee shop still maintains price and product planning even though the cost of essential commodities has increased. Even so, the owner of the Hailam Ko Abun coffee shop is still minimal in promoting the product or the Hailam Ko Abun coffee shop through the media, banners, colors, and the language used does not attract the attention of consumers. It can be concluded that the marketing strategy of Hailam Ko Abun coffee shop as an entrepreneurial success is quite effective. It is recommended to maintain service, traditional coffee blends, and increase promotions to increase profits and the number of consumers at Hailam Ko Abun coffee shop.