Ilham Bayu Bramasto



In Indonesia, micro, small and medium enterprises (MSMEs) are one of the drivers of the economy. The important role of the existence of MSMEs in Indonesia is significant role in the process of national economic development in Indonesia. This research was conducted through a business coaching process, in which the coach helped the coachee (MSME owner) and a series of structured interviews and observations with the MSME owner Foja Coffee, an MSME engaged in Coffee Business typical in the area of East Jakarta and West Java. This study aims to analyze problems related to preparing a financial statement, and to increase brand awareness by implementing appropriate promotional strategies at Foja Coffee MSME. This research uses Business Model Canvas Analysis methodology, Marketing Mix Analysis, STP Analysis, PESTEL Analysis, Porter's Five Forces Analysis, GAP Analysis, SWOT Analysis, and Pareto Analysis. The application of in-store advertising solutions and social media marketing SOPs when MSME Foja Coffee conducts promotions to welcome the fasting month of Ramadan. The SOPs for Social Media Marketing in question is to set target posts or impressions every certain time frame and funding in the marketing effort. Delays in Foja Coffee's MSME business processes due to different opening times cause owners to not get representative customer data like in previous months or years. An alternative step that the owner can take is to take advantage of Instagram social media that he already has as a promotional medium at this time. Its function can be developed as an online sales channel during this Ramadan so that Foja Coffee MSMEs can continue to operate.

Keywords: Business Coaching, Financial Statements, Brand Awareness, MSME, Promotion Strategies

Full Text:




Chinho, L., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114.

Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342–351.

Cicilia, M. (2021, August 6). Menparekraf: Kuliner Penyumbang terbesar PDB Ekonomi Kreatif. Antara News.

Kardes, Cronley, and Cline (2010). Consumer behavior. Cengage Learning.

Kusuma Wardhani, P., & Gunawan Alif, M. (2019). The Effect of Advertising Exposure on Attitude Toward the Advertising and the Brand and Purchase Intention in Instagram.

Hamid, R. S., Abror, A., Anwar, S. M., & Hartati, A. (2022). The role of social media in the political involvement of millennials. Spanish Journal of Marketing - ESIC, 26(1), 61–79.

Mangold, W., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357–365.

Moser, A., & Korstjens, I. (2017). Series: Practical guidance to qualitative research. part 1: Introduction. European Journal of General Practice, 23(1), 271–273.

Nhan PHAN, T., Vi, T. H., & Phuong LE-HOANG, V. (2020). The Impact of Content Marketing on Customer Engagement on Instagram-A Case Study of Fashion Brands. International Journal of Management (IJM, 11(7), 859–868.

Pais, N. K. (2021). The Influence of Instagram on Consumer Purchase Intention.

Tazeen, F., & Mullick, N. H. (2023). The Impact of Social Media Platforms ‘Facebook and Instagram’ in Influencing Purchasing Behaviour of Green Products. Vision, 09722629221133960.

Risal, M., & Aqsa, M. (2021). Consumer Loyalty as Impact of Marketing Mix and Customer Satisfaction. MIMBAR : Jurnal Sosial Dan Pembangunan, 37(2), 297–304.

Salju, S., Junaidi, J., & Goso, G. (2023). The effect of digitalization, work-family conflict, and organizational factors on employee performance during the COVID-19 pandemic. Problems and Perspectives in Management, 21(1), 107–119.

Tran, K. T., Nguyen, P. V., Dang, T. T. U., & Ton, T. N. B. (2018). The impacts of the high-quality workplace relationships on job performance: A perspective on staff nurses in Vietnam. Behavioral Sciences, 8(12).

Wang, Z., & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39, 15–26.


Article Metrics

Abstract view : 0 times
PDF - 0 times



Indexing In