The Marketing Strategy in Majority-Muslim Countries for Decision-Making Implemented by PT. Sari Coffee Indonesia

Abstract

Indonesia, as a country with a Muslim majority population, has a very high demand for coffee, making it a potential market for major coffee producers. Drinking coffee in Indonesia has become a tradition that not only emphasizes taste but also values of togetherness and brotherhood, closely related to Islamic teachings that prioritize social interaction and maintaining good relationships. Along with the times, coffee consumption in Indonesia is also influenced by lifestyle trends. PT. Sari Coffee Indonesia (Starbucks) takes advantage of this opportunity by designing a well-thought-out marketing strategy to meet consumer needs, including product innovation, presentation, and service. This study aims to understand the marketing decision-making process implemented by PT. Sari Coffee Indonesia, as well as to analyze how the company integrates Islamic values into its business, such as fair business ethics, social responsibility, and respect for diversity. The study also identifies the important role of social media and digital marketing in building stronger relationships with consumers and enhancing brand awareness. The methodology used in this research is a literature review, referring to journals, books, and articles that discuss marketing strategies in the context of Indonesia's Muslim-majority population. It is hoped that this study will provide insights into the application of Islamic principles in sustainable marketing decision-making, as well as how data-driven and consumer-oriented marketing strategies can create competitive advantages in the coffee and cafe industry.