From Ideology to Experiential Marketing: Antony Slowbar Coffee and Roaster - A Narrative of Coffee Shop Entrepreneurship in Cemetery
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Abstract
This qualitative research focuses on analyzing how an entrepreneur's ideology and philosophy were transformed into a business concept for a coffee shop and the creation of unique marketing experiences in the context of a cemetery coffee shop. The study employs narrative inquiry methodology through in-depth interviews and observations, with the key informant being the entrepreneur of Antony Slowbar.
The findings reveal that the entrepreneur incorporated ideologies of accepting life's reality, connecting with nature, awareness of the meaning of life and death, and slow living as core principles in creating a distinctive experience. The selection of a cemetery as the shop location reflects
a philosophy emphasizing awareness of the value of time and life. The marketing experience focuses on creating a tranquil, simple atmosphere connected with nature, carefully selecting ingredients from sustainable sources, and providing unhurried service. The entrepreneur's ideology is reflected in every dimension of the business operation, from shop creation and service delivery to interaction building. Despite facing challenges in establishing understanding about the ideology and concept, the entrepreneur has used direct communication and social media as important tools to communicate philosophy and create awareness. The entrepreneur envisions expanding the space into a community of tranquility for learning new experiences. This study demonstrates the integration of personal ideology into business operations and the creation of unique marketing experiences that not only create market differentiation but also promote awareness and meaningful living.
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