SWOT and VPC Analysis on Social Media of Yasa Coffee Customer.

Authors

  • Muhammad Aditya Leonardo Polytechnic State of Samarinda
  • Ady Marwansyah Bahar Politeknik Negeri Samarinda
  • Muhammad Efriandi Hutama Politeknik Negeri Samarinda
  • Sugeng Hariyadi Politeknik Negeri Samarinda
  • Bela Barus Politeknik Negeri Samarinda

Keywords:

SWOT, VPC, Social Media Marketing

Abstract

This study aims to provide a comprehensive understanding of Yasa Coffee's digital marketing strategy through the integration of SWOT analysis, Value Proposition Canvas (VPC), and Technology Acceptance Model (TAM). Using a qualitative descriptive approach through field observations, social media content analysis, and literature studies, this research identifies that Yasa Coffee's strengths lie in product quality, strategic location, and positive service interactions, while its main weaknesses are limited space capacity and potential queues during peak visiting periods. QR Code-based ordering innovation has proven to be an effective pain reliever and gain creator, improving operational efficiency and supporting technology adoption in line with the perceived usefulness and perceived ease of use constructs in TAM. In addition, digital communication strategies through social media contribute significantly to building brand awareness and strengthening value propositions. Overall, the integration of these analytical frameworks produces a holistic strategic overview of Yasa Coffee's efforts to increase customer value, strengthen competitive advantages, and adapt to the dynamics of consumer behaviour in the digital era.

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Published

15-05-2026

How to Cite

Muhammad Aditya Leonardo, Bahar, A. M., Hutama, M. E., Hariyadi, S., & Barus, B. (2026). SWOT and VPC Analysis on Social Media of Yasa Coffee Customer. Marketing Innovation Journal (MIJ), 1(1), 134–142. Retrieved from https://ojs.polnes.ac.id/index.php/mij/article/view/184

Issue

Vol. 1 No. 1 (2026): Marketing Innovation Journal

Section

Articles

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Copyright (c) 2026 Muhammad Aditya Leonardo, Ady Marwansyah Bahar, Muhammad Efriandi Hutama, Sugeng Hariyadi, Bela Barus

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