Warung Kopi Merapi: Investors business perceptions from a marketing and financial point of view
List of Authors
  • Bintang Andhyka , Riska Yustisiana

Keyword
  • coffee shop, marketing, finance, investors

Abstract
  • The culture of drinking coffee in Indonesia since ancient times has become part of today’s lifestyle and stimulates the emergence of the downstream coffee business, coffee shops with various concepts that exist in many regions in Indonesia. It is a potential and attractive business for investors interested in coffee products. This research uses a qualitative approach which aims to see the factors that trigger the success of one of the coffee shops in Yogyakarta, Indonesia, namely Warung Kopi Merapi, from an investor’s point of view that focuses on marketing and financial aspects. The techniques of data collecting are interviews, observations, and documents. The results of this study show that two factors affecting the success to run a coffee business are the location and the accessibility to raw materials. To lower the initial capital required to run the business, the location which offers stunning wonder does not have to be in a strategic place and easy access to raw materials to make the purchasing price lower is needed.

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