The Application of the Waspas Method in Determining the Marketing Strategy of Coffee Beans at Throne Coffee

Abstract

Determining an effective marketing strategy is an important challenge in the coffee industry, including at Throne Coffee, which operates in the midst of increasingly fierce market competition. This study aims to apply the Weighted Aggregated Sum Product Assessment (WASPAS) method in determining the marketing strategy of coffee beans at Throne Coffee. WASPAS was chosen for its ability to integrate various criteria simultaneously, such as price, product quality, and consumer preferences. This study uses a quantitative method with primary data collection through questionnaires given to Throne Coffee consumers and interviews with company management. The data was analyzed using the WASPAS approach to evaluate and rank the most appropriate marketing strategies. The results show that the WASPAS method is able to provide more accurate and measurable marketing strategy recommendations than traditional methods. Based on a multi-criteria analysis, a strategy that focuses on improving product quality and customer satisfaction provides the most optimal results for Throne Coffee. The discussion of these results also shows that the application of the WASPAS method can increase Throne Coffee's competitiveness by responding more quickly to changes in the market and consumer needs. This research contributes to the literature by introducing a systematic data-driven approach to marketing decision-making in the coffee industry, as well as offering solutions that can be applied by other businesses in similar sectors.