Utami, 2022) . The number of coffee shops in the United States has increased in the last two
years (2020-2022) by 3.3% (statista.com, 2023), in the UK 2.8% (Allegra World Coffee Portal,
2018), in Australia 5 .4% (IBISWorld, 2022), in China 21.2% (Kopi Keliling, 2015), in
Thailand 10% (MacDonnell, 2023) and in Indonesia 23% in the 2016-2017 period (Hariyanto,
2019).
The large number of similar businesses on the market will bring an unavoidable risk,
namely competition (Casapuas-Masanell & Ricart, 2009; Sukirno, 2014). Competition Inter
coffee shops have happened well abroad as well as domestically, such as in Vietnam;
competition occurs due to the rapid growth of coffee shops (Tran, 2019) in the Philippines
because of solid growth between local and global coffee shops (Ang, 2010), in China between
local coffee shops and modern Starbucks coffee shops (Ferreira, 2018), in South Korea
(Patterson et al., 2010), in Thailand, competition between international branded coffee shops (
Cyenny Liong, 2020) and in Indonesia itself, between Starbucks modern coffee and Excelso
(Susanty & Kenny, 2015). Meanwhile, coffee shop competition also occurs on the Australian
continent (Australia, New Zealand), on the European continent (Russia, Turkiye Norway,
England, Poland, Belgium, Germany), on the African continent (Morocco, Kenya, South
Africa, Nigeria, Egypt ), and on the American continent (Brazil, Argentina, Mexico, America,
Canada) (Euromonitor International's Team, 2022). Global market competitors generally are
also at the regional market level (Öztopcu, 2017).
Competition is not avoided Because the more profitable something is, the more
Newcomers hurry up _ or attack similar businesses (good) _ so old coffee shop business people
are afraid of the threat of rivalry or competition (Sulistiowati, 2019). As for the impact of
existing competition, there are coffee shops that survive and continue to thrive; however, there
are also closed businesses (Febriyanti et al., 2022). At the same time, cost investment and
operational costs to establish or operate a coffee shop are considered high, reaching above IDR
1,000,000,000.00 (Julianti & Djunaedi, 2019; Lubis, 2020). Therefore, it required an attempt
to win the competition. Coffee shop businesses are everywhere in this modern era, including
in the Republic of Cirebon City, Indonesia.
Cirebon is a city in the lowlands (Lala, 2023), close to the north coast of Java Island, and
located in the easternmost part of West Java Province. In this city, many modern coffee shop
businesses have been established. In 2021, there will be 300 coffee shops recorded (Sofyan,
2021), including Starbuck, Exelco, Janji Jiwo, Loralona, Baraja, Manao, Janji Kopi, Dclassic,
Born, Core, Bento, Little Black, Olive Bistro, Kafe Famouz, Kopi Mekayo, Kopi Tremor, and
so on. In 2023, Cirebon, new coffee shops will be established so that their numbers will
increase, and so will the number of consumers (Fitria, 2023).
However, without realizing it, coffee shops that have been established with relatively the
same products and goals will sooner or later create competition among the coffee shops
themselves (Kotler & Armstrong, 2008). This is very relevant to the research results of
Afriyanti & Rasmikayati ( 2018) and Deliana et al. (2018), which explain that coffee shops'
problems in some of Indonesia's territories are competitive. Considering the severe risks of
competition, every coffee shop business actor must try to win their competition competition
(Zuhriyah, 2019). These efforts can refer to several book references or relevant research results