MARKETING STRATEGY OF NEWYORKARTO CAF TO

ATTRACT YOUTH COMMUNITY

A Graduating Paper
Submitted to the Board of Examiners in Partial Fulfillment
of the Requirements for Diploma III Degree
in the English Department,
Vocational School
Universitas Gadjah Mada
Yogyakarta
2015

STRATEGI PEMASARAN KAFE NEWYORKARTO UNTUK

MENARIK KOMUNITAS PEMUDA

Program Diploma III Bahasa Inggris

Sekolah Vokasi
Universitas Gadjah Mada

Yogyakarta
2012

DEDICATION SHEET

I especially dedicate this graduating paper for:

MY BELOVED FAMILY
MY AWESOME FRIENDS
MY WONDERFUL LECTURER

THANK YOU VERY MUCH!

MOTTO SHEET

A BETTER RESULT COME FROM A HARDER LEVEL

HARDER LEVEL MAKES YOU STRONGER

(Mahebra Hita Nugraha 2015)

ACKNOWLEDGEMENT

Namo Tassa Bhagavato Arahato Samma-sambuddhassa, First and foremost, I

would like to thank to Gautama Buddha deeply for giving me strength, health, and
guidance to finish this graduating paper. His Dhamma has been shows me to be
always keep clam in every difficult situations and stay strength to get over the
challenges. Then, I would also thank to:
1. My supervisor, Mr. Drs, Winarno, for his patience, guidance, support, help,
and advice. She edited and revised my graduating paper quickly, so I can finish it as
soon as possible.
2. For Mama and papa who always fight to give the best thing for me. Thanks
for her love, prayer, advice, and support. Thanks for everything.
3. All lecturers and staff in Diploma III degree of English Department,
Vocational School, for giving me useful lessons and knowledge.
4. All employees of Newyorkarto cafe for allowing me to do research there
and giving me some useful information about them.
5. All my brothers: Wreda, Afan, Dika
6. All my boarding house mates.
I would also say thanks in advanced for everyone who are not mentioned one
by one and everything which happened in my life. They have taught me a billion great
lessons. I hope this graduating paper can be useful for all.
November, 2015
Mahendra Hita Nugraha

CHAPTER ONE
INTRODUCTION

1.1 Background of Choosing The Topic

Cafes massively grows in Yogyakarta with many types of concept and
marketing strategy. There are a lot of caf shops that design their shop with different
atmosphare of appearance. Most of Cafes in Yogyakarta usually is a place used to
hanging, meeting,

eating, and conducting events. Those activities can be

accomommodate appropriatly in a caf. Therefore, people come to a caf, especially

youth community who need to indicate their existing in a modern life style.
The evolved life style makes youth community tend to try something new to
satisfy their desire continually. Youth community population on Yogyakarta are
increasing every years. Most of them are come from outside of Yogyakarta who take
courses or studying in Yogyakartas universities. the number of students in
Yogyakarta spread in various universities reach 298 thousand people. Of the total
students, only 10 to 15 per cent of them which are originally come from Yogyakarta.
The rest, about 85 percent or 200 thousand more students are migrants from various
regions in Indonesia.(Tribun Jogja,2015)
The diversity of the youth community origin, major, interest and hobby has
become a reason to sheare their experience. Therefore they need a comfortable place
to gather. Then a cafe which provides good service and arranges interesting events is
the best choice for them. In other hand, the consumption patterns of youth community
is evolve season by season that makes cafs industries have to develop their
marketing strategy. To determine the youth community as the target market

Newyorkato Caf decide to come up with a unique concept. The appropriate concept
is able to increase popularity improvement faster among the target market.
Newyorkarto cafe is the one of new cafe in yogyakarta and has already
popular among youth, precisely, located in Seleman regency. Newyorkarto cafe
carrying a combination of modern and traditional concept. The idea wes came up by
the owener Mr. Deni. Newyorkarto cafes owner applied the modern and traditional
elements as a new concept of his cafe. That is the reason he named the cafe as
Newyorkarto Cafe.
Newyorkarto Cafe is an interesting cafe to discribe because of the uniqness of
its concept and the management of marketing strategy. In this graduating paper the
writers aim is to explain Newyorkarto cafe marketing strategy to attract youth
community to come and enjoy some foods and baverages there. The writer will focus
in the marketing strategy that Newyorkarto used since their first year until their third
year progreses.

1.2 Objectives
The objectives of this research are to explain Newyorkarto cafs profile, to
inform the readers about the uniqness of its concept and the marketing strategy that
are used by Newyorkarto cafe to get the youth community attraction.

1.3 Scope
This graduating paper explores about Newyorkarto cafe, knowing that
Newyorkarto cafe established just less than three years ago in yogyakarta, so the
writer will be focus in the marketing strategy that Newyorkarto used since their first
year until their thirdyear progress.

1.4 Methods of Collecting Data

The writer used three research methods to get the information. The first was
library research. The writer read some books, brochures of Taman Newyorkarto Cafe,
articles from the internet which were related to the promotional ideas of Taman
Newyorkarto Cafe and completed this graduating paper. The second was interview.
The writer interviewed the owner and the employees. The last method was
questionnaire. The writer asked the customers to fill the questionnaire. From the
questionnaire, the writer knew the customers opinion about the caf.

1.5 Methods of Analyzing the Data

The study employs descriptive qualitative methods of analysis in which the
data are explained systematically. It emphasizes details and the descriptions. The
description is based on the data that already collected by the writer after several
surveys and conduct direct interactions to the caf employees and the costumers.

1.6 Presentation
This graduation paper consists of four chapters. The first chapter is about
introduction such as background of choosing topic, objectives, scope, research
method and presentation. The second chapter tells about Newyorkarto Cafes profile
and the youth community life style in Yogyakarta. The tirth chapter consist of The
Newyorkarto Cafe marketing strategy to attract youth community. Then the fourth
chapter consist of the conclution of this graduating paper.

CHAPTER TWO
THE PROFILE OF NEWYORKARTO CAF AND THE YOUTH
COMMUNITY CUSTOMERS

2.1.1 Profile of Newyorkarto Caf

Newyorkarto Caf was established on December, 1st 2013 by Mr. Deni
Kurniawan. He started running his caf business by rent a building. It is located on
Nologaten.st No: 80, Catur Tunggal, Depok, Seleman, Yogyakarta. Mr. Deni was
started his business when he was 20 years old, right after one year he just arrived on
Yogyakarta for his study in a university at Yogyakarta. He running both study and
business very well, at night he opened the caf then at day he focused on his study.
Mr. Deni claimed that without suggestions from his friends, he may not as succeed as
today.
Newyorkarto cafe is the one of new cafe in yogyakarta and has already
popular among youth, precisely, located in Seleman regency. Newyorkarto cafe
carrying a combination of modern and traditional concept. The idea wes came up by
the owener Mr. Deni. Newyorkarto cafes owner applied the modern and traditional
elements as a new concept of his cafe. That is the reason he named the cafe as
Newyorkarto Cafe.

2.1.3 Vision and Mission

Newyorkarto Cafe has a vision to be one of most favorite caf destination in
Yogyakarta. It is supported by their human resources who have good competences in
creating high quality menu and providing good service to the customers. Their
mission is to satisfy the customers needs, especially to youth community.

2.1.4 Institutions Management

They also have good management by applying personnel management. They
have written this system into a book which is titled Employment Quality Service
(EQS).It talks about their obligation to their employees with the rightinstruction of
implementation, such as payment and facilities for their employees, the policy and
administration
development

of
of

the

company, development

leadership,

companys

of

employees achievement,

appreciation

for

employees,

and

alsorelationship among the employees. Sometimes, they close the cafe, because all
employees are on recreation to refresh their mind and get to know each other well.
Before they work there, they have to sign employment contracts and confirm
agreement above.
Applying Employment Quality Service (EQS) has given good impact for
Newyorkato Caf Restaurant Group, such as satisfying the employees and growing up
the company well. According to the owner, the employees who are satisfied will
create comfortable work and business situation. They also will work better, more
professional, productive, creative and friendly to the customers. They will try to give
the best service to the customers as the companys aim.

2.1.5 Management Structure of Newyorkato Cafe

There is a management structure of Newyorkarto Cafe:

Picture 1
Newyorkarto Cafs management structure
(Mahendra, May 28th 2015)

The owner decided to hire a manager to run and take a lead the employee. The
manager posistion is an importance position, because he or she has to able make
decition and handle all the responsibility. Job definition of each position:
a. Owener : provide equipments and tools of the cafe needs, monitoring all the employee
and make a good relations to all the customers and empoyees.
b. Manager : financial management, organizational effectiveness, organizational
leadership, risk management, and organizational development.
c. Cashier : handling all the cash transaction of an organization, receive payment by
cash, cheques, credit card etc, checking daily cash accounts and guiding and solving
queries of customer.
d. Chef : Responsible for all food production including that used for restaurants.
Develop menus, food purchase specifications and recipes. Supervising the staffs.
Develop and monitor food and labor budget for the department. Maintain highest
professional food quality and sanitation standards.

e. Cook : cooking what costumers order in a good standard rate.

f. Bartender : produce ordered baverages and show off their skill while makeing the
baverages.
g. Waiter : greeting the costumers, make a note of order, deliver the orders, and the clean
tables.
h. Scurity : Security officers protect people and property, maintain crowd control and
direct the customers parking.

2.1.6 The Location and Appearance of Newyorkoarto Cafe

Picture 2
Newyorkarto
Cafs

appearance
(Mahendra,

May 28th 2015)

Newyorkarto
Caf is applying a combination of classic-Javanese and modern-western concept.
According to the owner, they want to create a new concept by crashing (combine)
classic and modern concept. The appearance of Newyorkarto Caf is surrounded by
rice fields but still on the strategic roadside of Nologaten St. It is suitable with their
classic concept which is a caf with natural garden besides rice fields. In the caf, the
customers can enjoy the pleasant atmosphere by having delicious food and beverage,
seeing natural view, watching TVs show in wide screen and listening to an acoustic
live music which very musing. There are some classic carving wood that shades this

cafs atmosphere.The Joglo building architecture was chosen by the owner, it

creates an interestingand comfortable place to hanging for the youth.
A wooden frame building designed to represent the best of human traits,
because it has full of carving art that shows Javanese culture. Joglo became a place
where guests and community could meet. Newyorkarto Caf has building facilities,
such as:
1. Multifunction hall
2. Outdoor gazebos
3. Official room
4. Tables
5. Kitchen
6. Toilet
7. Cashier
8. Fish pool
9. Bartender
10. Main Joglo
11. Accoustic stage
12. Parking area
13. Scurity room
Picture 3
Newyorkarto

Cafs

structure
(Mahendra, May 28th
Newyorkarto Caf has
free facilities that can attract
as:
1.
2.
3.
4.
5.
6.
7.

Free hot spot area

Wide screen
Projector
Big screen Television
Charger socket
Confortable tables and chairs
Cooking tools for BBQ party

management
2015)
also

offers

some

the customers, such

Newyorkarto Caf opens daily from 5 pm to 3 am for the last order and closes
at 2 pm. On some special reservation, the opening time depends on the deal or
managers policy.

2.1.7 Main Product

Newyorkarto Caf has affordable menus that suitable with their concept. For
the foods Starts from appetizer, main course, to dissert. Then for the beverages they
offer coffees, teas, milks, chocolates, beers, smoothies, juices, and some traditional
beverages. Then also they provide Shisha, which only some exclusive caf who
provide this kind of Arabica cigar.

2.1.8 Competitors
Nowadays, there are so many cafes in the same district of Newyorkarto Cafe
which has the same market target with Newyorkato Caf, for example Goebox Caf,
To Go Caf, District Caf, Bardiman Caf, Teratai Caf, etc, but Newyorkarto Caf
does not regard them as competitors, but as motivators to be a better restaurant. They
often do survey to know what do the customers look for from them and what are their
strength and weakness sides. It is useful for Newyorkarto Caf to know how
successful they are and how to make an improvement. The owner claimed that the
creativity of held some events to attract the market target is a key to keep the previous
customers.

2.1.9 Market Target

The market target of Newyorkarto Caf is youth community, therefore the
marketing strategy is focused for youth community. They offer high prestige for youth

community while they come there then share their location via online social media.
For youth community, sharing their life style is kind of prestige for them. However,
the owner said that he decided to the target are youth community who has specify of
hobbies, groups or some purposes, so they able to prepared well to accommodate
costumers. For example, fans of football clubs, music listeners, group of universities
students, modern dancer lovers, members of car clubs, etc. They proof with excellent
service to satisfy customers. Through those specific marketing target they aim to have
a good relation to each community.

2.2.1 The Youth Community Customers

The youth represents a period in life when a person makes the transition from
the dependence of childhood to the independence of adulthood. This particular life
stage is filled with dreams and ambitions. During the youth stage, a number of social,
economic, biological, and demographic events may occur, such as education,
courtship, and preparation for entrance into the job market (City Univ. Hog Kong,
2010).
The youth customer has different orientation of need and want compared with
general customer base on quote above. Youth customers more likely to enjoy their
free time and doing their interest in informal way. They are interesting to gathering
and have fun with their friends.
The global youth market is important to be a target of marketers and
advertisers because of its size, homogeneity and its growing purchasing power. Study
found the life styles and consumption habits of people aged 1434 around the world
to be similar, especially in terms of their consumption of soft drinks, beer and
footwear. Among the world population of 1.8 billion youth aged 1024, 1.0 billion

(61%) live in Asia (Nugent, 2006), making the Asian youth segment an important
target market for products as well as social ideas.The Asias demographic is closely to
Yogyakartas demographic which has big population of youth ages.
The number of students in Yogyakartaspread in various universities reach
298 thousand people. Of the total students, only 10 to 15 per cent of them which are
originally come from Yogyakarta. The rest, about 85 percent or 200 thousand more
students are migrants from various regions in Indonesia.(Tribun Jogja,2015).
Based on data above Yogyakartas youth ages population is biggest. This
amount of number also increase consumption rate, higher the consumption rate is
open more opportunity to such creative businessman. In case of caf business, the
marketing strategy will be successful through creativity and aware to opportunity
ahead. Youth life style will be evolved. They need something new and more
prestigious.

Picture 4
Newyorkarto Cafs event
(Mahendra, July 21th 2015)

The huge number of youth community is come from football supporters.

Based on Mr. Deni opinion, the supporters of football needs a place to NOBAR
(watching football match together) then caf which provide large space, wide screen

and a good sound system is their favorite. The nature of football supporter club is they
will come to the caf by following the schedule of their favorite club match. The
bigger league or match, the bigger amount of the members of the community will
come. Then the regular match usually held once a week. This is the main focus of
target market by Mr. Deni.

The Government and Politics of the European Union, Neill Nugent

Duke University Press, 2006 - 630 halaman

City University of Hong Kong, Young Customers,

http://www.cityupress.edu.hk/Template/Shared//previewSample/97896293
71524_preview.pdf

CHAPTER THREE
THE MARKETING STRATEGY OF NEWYORKARTO CAF TO ATTRACT
YOUTH COMMUNITY

3.1 Marketing Strategy

According to Michael Baker, Marketing strategy is a process that can allow
an organization to concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage (3). It means that
every business or organization should apply marketing strategy and uses its abilities
and opportunities as maximum as they can to reach its goals.
Newyorkarto Caf use both direct promotional interaction and online
promotion for the marketing strategy. Because of the main target is youth
communities the promotional ideas has to up to date and need fast response to
accommodate events and costumers reservation. The goals are to earn more profit and
collect new costumers by conduct long term relation to the costumers.

3.2.1 Direct Promotional Interaction

The definition of direct promotional Interaction are more closely to
drives values of the caf advantages and deliver following events information directly
to prospective customers. The other term for this strategy is mouth to mouth
promotional. It is can be come up by the cafs costumers who share their experiences
after visited the caf to their friends or by price adjustment, service quality, sales
marketing, eye catching billboard, interesting brochures,

3.2.2 Price

The price of the caf menu is so important to compete with the other caf. It
must be suitable with what the customers get, for example, delicious food, complete
facilities, pleasant area and atmosphere, and also excellent service. Newyorkato Caf
offers many kinds of beverage and food with affordable price. It is around Rp3.000,00
up to Rp35.000,00 for beverages and Rp6.000,00 up to Rp28.000,00 for foods. The
large price range is because of They provide lot of variants of food and beverage.

3.2.3 Service
Every customer of Newyorkarto caf gets the best service from the caf. When
the customers come there by their vehicle, a parking man officer guides them to
parking properly. In the entrance, the concierge greets the customers. Then,the
concierge asks them for the customers need and want, how many people they
are,whether they want to sit on gazebo sector or Joglo sector, whether they have
reservedor not, and finally accompany them to the seat. After that, thewaiter/waitress
takes order and reread it to the customers. While the customers waitingfor their food
and drink the waiter/waitress offering them to request some their favorite songs and
also gives information about following event of Newyorkarto Cafe. Before leaving the
guests, waiter or waitress asks the customers if there anything left to be helped. Waiter
or waitress also asks the customers opinion and suggestion about the cafs service to
an improvement. When the customers finish the meal and going to pay for their bills
at cashier, the cashier person greets them and tells them if they gets a special prices or
discounts.

3.2.4 Sales Marketing

Newyorkarto Caf sells their products by applying many kinds of promotional

ideas, such as offline advertising, online advertising, public relation, bonus,
promotional activity, special menu, special event, and service guarantee.

3.2.5 Billboard

Picture 5
Newyorkarto billboard
(Mahendra, July 21th 2015)

The billboard of Newyorkarto caf consists of words and logo of the caf
identity. Those words describe their facilities, special menu, bonus, and food quality.
The colors of billboards are attractive and bright. The backgrounds are black, brown
and white for the words, red and white for logo. Several billboards also include the
address, contact person and social media of Newyorkarto caf. The size of those
words and billboards are big enough, so those are readable for all people who are
passing them. To keep it well, the crews of Newyorkarto caf always check the
billboards before open the caf.

3.2.6 Brochure
The appearance of Newyorkarto cafs brochures is attractive and colorful.
They include useful information for the customer which is supported by the
illustrative pictures on their brochures. They use simple, informative, and meaningful
words, so every customer is able to read and understand it easily. It is also improve
Newyorkarto caf to promote themselves to the targets when the potential customers
take and share the brochures to their family, friends, neighbor, relation, etc.

3.2.7 Public Relation

Public relation is building good relations with the companys various public
by obtaining favorable publicity, developing a good corporate image, and handling or
heading off unfavorable rumors, stories, and events (Kotler 489). It is also done by
Newyorkarto caf they have cooperated with some communities of universities.
Newyorkarto caf looks for events information of those communities. Then, they offer
some special event packages with affordable price depending on their events, for
example package for graduation, gathering, birthday party, etc. Besides, they make
some voucher of free snack to be given to the customers for next time come. This
way, some people who get voucher of free snack, will go to Newyorkarto caf to get
the free snack and automatically buy other food, moreover beverages.
When running cafs business the owner has to responsible with the
negative effects while the caf is on open hours. The caf is opened at 05:00 Pm and
closed at 03:00 am, so if the activities in the caf make any noise to people who lives
around the caf area the owner will come to the neighbors house to say apologize.
The owner has idea to give them kind like royalty from his profit. Actually this public

relation is not to resolve the problems, but to decrease any potential problems between
the caf and people around.

3.2.8 Bonus
One of the popular promotional ideas in business is bonus. It is a free gift from
a company to the customers for attracting them. For example, free popcorn, free
cassava chips and free hotspot connection. The caf also gives free birthday surprises
to the customer who has birthday on that day. They sing happy birthdays song while
playing some musical instrument, such as guitar, small drum, etc, and give a small tart
cake.

3.2.9 Special Event

This caf business often holds special events on special days as their
promotion. On online site, there are several articles of their special events.
Newyorkarto Caf has regular events and special events. For the regular events were
held every Tuesday and Wednesday is NOBAR for Manchester City fans club,
Liverpool fans club, and Juventus fans club. For Saturday night and Friday night they
held acoustic live music. The last regular event is play game on the table they give
the costumer with interactive game toys or tools such as Chest, Poker cards, Domino
cards, Uno cards and teller cards.
The special events usually held in once a month. The events that already held
are live stand-up comedy, barbeque party, live DJ performance, and play new big
movies. Those kinds of events really interesting for the youth community who want to
feel the young life style and meet new friends there. The policy from the manager is to

hire a host to conduct event situation more interactive, so the costumers feel enjoy to
make new friend with the others.

3.3.1 Online promotions

To reach wider promotional access, Newyorkato Caf also makes online
promotions trough online advertising and social media advertising. This strategy is
being used by Newyorkarto Caf to share their after events and next following events
for the publications. Online promotions are more relatively quantitative rather than
direct promotions that take longer effect. Updating promotional ideas by online
continuously equal with add more followers and keep in touch with previous
costumers. There are some online promotions that Newyorkarto caf carried to attract
youth community:

3.3.2 Online Advertising

Online advertising is a marketing strategy that involves the use of the Internet
as a medium to obtain website traffic and target and deliver marketing messages to the
right customers. Online advertising is geared toward defining markets through unique
and useful applications.
Since the early 1990s there has been an exponential increase in the growth of online
advertising, which has evolved into a standard for small and large organizations.
Online advertising is also known as Internet advertising. A major advantage of online
advertising is the quick promotion of product information without geographical
boundary limits and lower cost of promotion method. Newyorkarto Caf already use
this modern promotion since their first day opens the caf.

Newyorkarto Caf apply an advance online advertising services by improve

SEO (search engine optimizer) on several popular search engine like Google, Yahoo,
Bing, Ask, Msn, etc. it is means that Newyorkato Caf do not have to buy or create a
web site. This kind of promotional idea is cheaper than they have to maintenance their
own web site that very high cost every years. As the effect the online advertising of
Newyorkarto Caf always in the first page of those search engine, if the keywords is
correct. This way is easier to the costumers to check news events update by the
official. Caf which appear in the first page of a search engine is more prestigious.

3.3.4 Foursquare
Foursquare is an online application that able to give direction to the
Newyorkarto Caf location trough virtual map on smart phones. This application is
almost similar with goggle map, but has more detail about the aimed destinations. The
details are its facilities, distance, pictures, review from previous costumers, and a
short profile of the caf. Newyorkato Caf has been registered to Foursquare, so the
costumers who do not know the location of the caf then just by using this application
is easier to find out the location.

3.3.5 Facebook
Based on an online dictionary, Facebook is defined as an online social
networking website where people can create profiles, share information such as photos
and quotes about themselves, and respond or link to the information posted by others.
From This definition means that Facebook has a perfect online social networking for

promotions. The users able to share almost everything and reach wide scale of connecting
people.
Newyorkarto Caf uses facebook as one of the popular social network. Their
account name is Newyorkarto Caf. When they have a promotion of package, special
menu, special event, promotional activity, bonus, etc, they upload the picture or poster
with the information on their facebook account. Thus, their Facebook friends can see and
read their advertisement and also leave comments. If they are attracted, they can go to
Newyorkato Caf as soon as possible to enjoy the promotion. It increases the customer
and the profit of Newyorkarto Cafe.

3.3.6 Twitter
Nowadays, twitter also becomes a popular social network. Using twitter also
helps Newyorkarto Cafs promotions to their followers. Their twitter account is
@NYKCafe. Similar to facebook, the marketing of Newyorkarto Caf often sends tweet
about their promotion and mentions events update, so their followers can read every
promotion just by open the twitter application on smart phone.

http://jogja.tribunnews.com/2014/01/15/ratusan-ribu-mahasiswa-luar-daerahdi-yogya-berpotensi-golput
http://www.yourdictionary.com/facebook
https://www.techopedia.com/definition/26362/online-advertising