e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 11, November 2024 3031
Mostcat Cafe's cat play area is located right on the second floor, where customers can play
with a variety of cats of different breeds. According to the owner, there are 12 cats consisting of
Persian, Bengal, Main Coon, Himalayan, Munchkin and Domestic breeds. This area is specially
designed for visitors who want to interact directly with cats, whether they are well-groomed cats or
street cats that have been rescued and cared for.
This floor is also utilized as a "cat hotel", an innovative cat boarding facility. Visitors can not
only enjoy food and drinks while interacting with the friendly cats at the café, but also have the option
to drop off their own cats while traveling. What sets the cat hotel apart from other pet boarding
services is the flexibility of the rental duration, the affordable price and the fact that the boarded cat
can play with the cats at Mostcat Cafe. Cat owners can rent a room from a matter of hours to a matter
of days. This system greatly accommodates the needs of cat owners who may only require short-term
care, for example when attending events that do not allow the presence of pets. This concept not only
offers a practical solution for cat owners, but also creates a unique setting where cat lovers can gather,
share experiences, and enjoy time with their beloved pets in one location.
In this case marketing is needed to build promotions to increase the number of visitors.
Marketing itself is a social and managerial process in which individuals and groups seek to fulfill their
needs and desires through the creation and exchange of value with other parties. According to
(Masari, 2020)Marketing includes aspects such as promotion, product quality, and services offered
by a business. The main element in marketing is known as the Marketing Mix, which consists of
product, price, promotion, and location (Fakhrudin et al., 2022).
Research Methods
According to (Dr. H. Zuchri Abdussamad, S.I.K., 2021) Qualitative research is a type of research
in social science that raises natural paradigms and is principled in the theory of phenomena to
investigate social problems in an area. This research uses a qualitative approach with the Mostcat
Cafe case study. This method was chosen to gain an in-depth understanding of the perspectives and
experiences of cafe owners in developing their business. The main participant in this research is the
owner of Mostcat Cafe Batam, based on direct knowledge and experience in managing the cafe and
planning business development strategies. Data collection will be conducted through structured in-
depth interviews with cafe owners. The interview will last 60-90 minutes. In addition to interviews,
researchers will also conduct field observations at Mostcat Cafe to understand the physical context of
operations, and customer interactions. These observations will help in validating and enriching the
interview data.
Data validity will be ensured through several strategies, including triangulation of data
sources (interviews, observations, and surveys), member checking (verification of interpretations
with café owners), thick description (detailed description of the research context), and researcher
reflexivity (maintaining awareness of personal biases). The research will adhere to the ethical
principles of research, including consent from café owners, confidentiality of data, the right to
withdraw research from the study and storing data securely. Through this methodological approach,
the research aims to generate rich and contextualized insights into the analysis of promotional
strategies at Mostcat Cafe Batam, with a particular focus on the addition of a play area with cats. The
results of this study are expected to make a valuable contribution to the thematic cafe management
literature and provide practical understanding for similar business owners.