MARKETING STRATEGY OF AKASA SPECIALTY COFFEE AS A TOURIST ATTRACTION IN BATUR TENGAH VILLAGE, KINTAMANI DISTRICT, BANGLI
Published:
2026-05-27Downloads
Abstract
This study is motivated by the growth of experience-based tourism in the Kintamani area and the increasing competition among coffee shops, which necessitates the implementation of effective marketing strategies. The research problem focuses on how segmentation, targeting, and positioning are applied by Akasa Specialty Coffee as a tourist attraction. This study aims to analyze and evaluate the marketing strategy of Akasa Specialty Coffee based on the Segmenting, Targeting, and Positioning (STP) approach. This research employs a qualitative descriptive method, with the study conducted at Akasa Specialty Coffee, located in Batur Tengah Village, Kintamani. Data were collected through observation, in-depth interviews with management and tourists, documentation, and literature review. Informants were selected using purposive sampling, and data were analyzed descriptively and interpretatively to understand tourist characteristics and the implementation of marketing strategies. The findings indicate that market segmentation is dominated by productive-age tourists who are experience-oriented, with visitation patterns primarily as a stopover during travel. The targeting strategy applied is selective specialization, aiming at multiple segments simultaneously; however, it has not yet demonstrated a clear focus on the most potential primary segment. The positioning of Akasa Specialty Coffee as an experience-based specialty coffee destination has been established; however, in tourists’ perceptions, the attraction of natural scenery remains more prominent than its identity as a specialty coffee destination. This study concludes that the STP-based marketing strategy has been implemented but is not yet optimal in strengthening differentiation and consistency of experience. Therefore, it is necessary to refine priority segmentation and reinforce experience-based coffee positioning to enhance competitiveness as a tourist attraction.
Keywords: Marketing Strategy, Tourist Attraction, Specialty Coffee
Keywords:
Marketing Strategy Akasa Specialty Coffe Tourist Attraction Batur Tengah Village BangliReferences
Amstrong, Gary & Philip, Kotler. 2012 Dasar-Dasar Pemasaran. Jilid I, Alih Bahasa.
Antara, I. N., et al. (2024). Analisis spasial persebaran coffee shop di Kintamani: Kajian risiko bencana dalam pariwisata berkelanjutan. Jurnal Pariwisata Berkelanjutan, 4(2), 224-234.
Arcana, I. N., Widuri, S. A., dkk. (2022). Strategi Pengembangan Pariwisata Alternatif Berbasis Pelestarian Minuman Arak Bali di Desa Les, Kecamatan Tejakula, Buleleng. Jurnal Gastronomi Indonesia, 11(2), 147-162.
Badan Pusat Statistik Provinsi Bali. (2025). Wisatawan mancanegara yang datang langsung ke Provinsi Bali. Laporan Statistik Pariwisata Bali 2025.
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet-The state of eTourism research. Tourism Management, 29(4), 609–623
Bungin, B. (2017). Metodologi Penelitian Kualitatif: Aktualisasi Metodologis ke Arah Ragam Varian Kontemporer. Jakarta: Rajawali Pers.
Poerwadarminta, 2002. Kamus Umum Bahasa Indonesia. Jakarta: Balai Pustaka.
Prayatni, I., & Lestari, P. (2022). Strategi keunggulan bersaing kopi Kintamani pada agrowisata JM Kopi. Jurnal Penelitian dan Pengembangan Sains dan Humaniora, 6(3), 404-412.
Priansah, D. (2017). Perilaku Konsumen dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta.
Rahayu, Y. E. (2006). Bahasa Indonesia dialek Kampung Bugis. Jurusan Pendidikan Bahasa dan Seni, STKIP Singaraja.
Rahmawati, D. (2022). Strategi Pemasaran Pariwisata untuk Meningkatkan Daya Tarik Wisata Lokal. Jurnal Riset Pariwisata dan Perhotelan, 12(3), 45-60.
Rakhman, A. (2008). Teacher and students' code switching in English as a foreign language (EFL) classroom. Sekolah Pascasarjana, Universitas Pendidikan Indonesia.
Riesky. (2013). Penelitian kualitatif dalam pengajaran bahasa. Diakses pada 25 Mei 2025 dari http://bsing.groups.yahoo.com/group/ResearchMethods/message/581.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). New Jersey: Pearson Education.
Soedjadi, R. (2000). Konsep dan penerapannya dalam penelitian. PT Gramedia Pustaka Utama.
Sudaryat, Y. (2013). Menguak nilai filsafat pendidikan Sunda dalam ungkapan tradisional sebagai upaya pemertahanan bahasa daerah. Dalam M. Fasya & M. Zifana (Penyunting), Prosiding Seminar Tahunan Linguistik Universitas Pendidikan Ganesha (hlm. 432-435). Singaraja: Ganesa Press.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Suharta, I. G. P. (2014). Pengaruh sikap terhadap prestasi belajar matematika siswa kelas I SMKN Singaraja. Universitas Pendidikan Ganesha.
Suryani, T. (2021). Potensi Agrowisata Kopi di Desa Kalibogor sebagai Daya Tarik Wisata Ekonomi Kreatif. Jurnal Pariwisata dan Agrowisata Indonesia, 10(2), 25-35.
Suryono, Agus. 2004. Pengantar Teori Pembangunan. Malang: UM Press.
Swarbrooke, J. (1998). Sustainable Tourism Management. Oxford: CABI Publishing.
Thomson, A. (1998). The adult and the curriculum. Educational Perspectives Series. Diakses pada 10 Maret 2025 dari http://www.ed.uiuc.edu/EPS/PES-Yearbook/1998/thompson.htm.
Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Yogyakarta: Andi.
Tosun, C. (2000). Limits to community participation in the tourism development process in developing countries. Tourism Management, 21(6), 613–633.
License
Copyright (c) 2026 Ida Bagus Kesuma Ananda, Ni Nyoman Perni, Gek Diah Desi Sentana
This work is licensed under a Creative Commons Attribution 4.0 International License.
