KOCAK (Kopi Becak) Sebagai Solusi Perluasan Pemasaran Angkringan Kopi Kelana
Abstract
The food truck phenomenon has become a form of culinary business that is increasingly popular in various countries, including Indonesia. A food truck is a vehicle that is designed in such a way that it is suitable for selling food and drinks. KOCAK, namely a coffee rickshaw, a vehicle that can be said to resemble a mini food truck, but is specifically designed for the coffee angkringan model. This model is offered to partners of the 2024 PKM DRTPM program at Widya Gama University, Malang. The main marketing problem faced by partners is related to the sale of finished products. Sales of ready-to-drink coffee specifically produced by the partner community are constrained by the provision of angkringan locations, which require a lot of resources. Partners are targeting the existence of mobile angkringan. In this case, KOCAK is offered as a solution. This manuscript examines the potential success of the KOCAK design as a solution to partner problems. The results of the analysis of the KOCAK design show that KOCAK as an innovative design concept promises the potential for successful implementation when applied. Analysis of the components of the design plan has shown advantages in various aspects of the business. Thus, this solution is feasible to implement.
References
[2]. Bhimji, F. (2010). "Taco Truck and Trajectories of Transformation". Food, Culture & Society, 13(4), 473-494.
[3]. Karabell, S. (2013). "The Rise of the Food Truck Economy". Forbes.
[4]. Kim, S., & Johnson, K. P. (2014). "Food Truck Craze in the United States: An Investigation of Motivations for Starting and Running Food Trucks". Journal of Hospitality Marketing & Management, 23(4), 484-495.
[5]. Sharma, S., & Zheng, Y. (2019). "Mobile Food Vending: Exploring the Challenges of the Food Truck Business". Journal of Hospitality and Tourism Management, 40, 26-33.
[6]. Hernández-López, E. (2015). "LA's Taco Truck War: How Law Cooks Food Culture Contests". University of Miami Inter-American Law Review, 41(1), 1-50.
[7]. Utama, P. (2020). "Perkembangan Food Truck di Indonesia: Peluang dan Tantangan". Jurnal Ekonomi dan Bisnis Indonesia, 35(2), 45-55.
[8]. Asih. Halo Jatim. 2020 [cited 2024 Mar 20]. p. 1–4 Petani Kopi Wonosalam Bentuk Komunitas agar Harga Bisa Tembus Rp 80 Ribu per Kg. Available from: https://halojatim.com/read/petani-kopi-wonosalam-bentuk-komunitas-agar-harga-bisa-tembus-rp-80-ribu-per-kg
[9]. Harlina N. Liputan 6. 2022 [cited 2024 Mar 20]. p. 1–4 Perjuangan Petani Kopi Excelsa Wonosalam Jawa Timur Tembus Pasar Internasional. Available from: https://www.liputan6.com/jatim/read/4960986/perjuangan-petani-kopi-excelsa-wonosalam-jawa-timur-tembus-pasar-internasional?page=2
[10]. Budianto E. Detik Jatim. 2021 [cited 2024 Mar 20]. p. 1–2 Perjuangan Rubath Kopi Jombang Hingga Sukses Ekspor 12 Ton Excelsa. Available from: https://www.detik.com/jatim/bisnis/d-6100505/perjuangan-rubath-kopi-jombang-hingga-sukses-ekspor-12-ton-excelsa
[11]. Kuncoro M. Profil Usaha CV. Rubath Indonesia. Jombang: CV. Rubath Indonesia; 2023. 1–36 p.
[12]. Gheorghe, G., & Tudor, S. (2017). Innovative business models in the food industry: A food truck study. Journal of Hospitality Management and Tourism.
[13]. Teo, T., Chan, L., & Koo, L. (2018). The impact of service convenience on customer satisfaction in fast food industry. Journal of Foodservice Business Research.
[14]. Edwards, J., & Mason, B. (2014). Food truck nation: Creating a new business model in mobile food service. International Journal of Hospitality Design.
[15]. Molina-Azorin, J. (2010). Environmental sustainability and HR management practices: A research model. Business Strategy and the Environment.
[16]. Perry, T., & Green, M. (2019). Lightweight material technology in modern vehicle design: Implications for cost and sustainability. Journal of Automotive Engineering.
[17]. Schroeder, J. E., & Salzer-Morling, M. (2006). Brand culture: Developing an aesthetic approach to market identity. Journal of Brand Management.
[18]. Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
