EARLY ADAPTATION STRATEGIES AT A4 COFFEE AND SPACE IN RENGAT, INDRAGIRI HULU REGENCY, DURING THE FIRST 6 MONTHS OF OPERATION: A QUALITATIVE CASE STUDY

Abstract

This study aims to examine the adaptation strategies implemented by a coffee shop during its initial operational phase, specifically during the first six months of operation at A4 Coffee and Space, located in Rengat, Indragiri Hulu Regency. This study employs a qualitative approach using the case study method to gain an in-depth understanding of the phenomenon under investigation. Data were collected through in-depth interviews, direct observation, and documentation, with the business owner, employees, and customers serving as the primary informants. Data analysis was conducted through the stages of data reduction, data presentation, and systematic conclusion-drawing. The research findings indicate that the adaptations implemented include adjustments to product features, pricing, service quality, and promotional strategies. In practice, these businesses face a number of challenges, such as low brand awareness, fluctuating customer numbers, intense competition, and limited resources. The use of social media as a marketing tool has proven effective in increasing the business’s visibility and attracting consumer interest. Additionally, the customer experience which is influenced by the atmosphere of the venue and the quality of service is a key factor in encouraging repeat visits.