ANALISA STRATEGI BISNIS PEMASARAN COFFEE SHOP

(Studi pada KAFE KOPI JANJI JIWA Jalan Dr. Wahidin 05 Kota Blitar)

  • Indria Guntarayana Universitas Islam Balitar
https://doi.org/10.35457/translitera.v11i1.2142
Abstract views: 1721 , PDF downloads: 4088
Keywords: Price, Promotion, Place, Produk, SWOT

Abstract

The research was carried out at the Janji Jiwa Cafe Dr Wahidin 05 street Blitar City with the aim of knowing Strengths, Weaknesses, Opportunities and based on the promotional strategies implemented by the company. In addition, this research was conducted to obtain an alternative strategy used by the Janji Jiwa Cafe Dr Wahidin 05 street Blitar City. The approach that researchers use is a qualitative approach. For data collection the approach used in interviews and documentation. Meanwhile, in describing the results of the research, the SWOT matrix is used through analysis of internal factors and factors from the promotion strategy that is applied by providing an overview of the strengths, weaknesses, opportunities, and threats based on the strategy in promoting the products implemented by the company. The results of the study are based on the SWOT matrix consisting of strengths, weaknesses, opportunities, and threats obtained from the company's promotional strategy. The SWOT matrix is used to generate alternative strategic alternatives which are presented with SO strategy, ST strategy, WO strategy, and WT strategy. From the results of the SWOT analysis, the formulation of the right promotion strategy so that the number of company sales can be increased is the SO (Strengths-Opportunities) strategy through Public Relations (public relations).

References

Adiwaluyo, E. (2019, 9 Oktober). Terapkan Strategi O2O dalam Bisnis Kopi, Fore Coffe Raih Pendanaan Rp 127 Miliar. Retrieved from marketeers.com: http://marketeers.com/terapkan-strategi-dalam-bisnis-kopi-fore-coffe-raihpendanaan-rp-127-miliar/
Amstrong, Gary & Philip, Kotler. (2012) Dasar-Dasar Pemasaran. Jilid I, Alih Bahasa Alexander Sindoro Dan Benyamin Molan. Jakarta: Penerbit Prenhalindo.
Craig & Grant (2016). Manajemen Strategi. Jakarta: Alex Media Komputindo Kelompok Gramedia.
David, Fred R. (2009). Manajemen Strategis Konsep, Buku 1. Jakarta: Penerbit Salemba Empat.
Gitusudarmo, Indriyo. (2015). Manajemen Pemasaran Edisi 2 Jilid 3. Yogyakarta: BPFE.
Kotler, Keller. (2002). Manajemen Pemasaran Jilid 1. Jakarta: Erlangga.
___________. (2008). Manajemen Pemasaran Edisi 12 Jilid 12. Jakarta: Indeks.
Martoatmodjo, Soebari, Nastiti, Ani. (2007). Pengaruh Bauran Pemasaran Terhadap Kepuasan Konsumen dengan Perilaku Konsumen sebagai Variabel Intervening (Studi Kasus Pengguna Kartu Kredit Citibank Silver Wilayah Surabaya). Jurnal Akuntansi, Manajemen Bisnis dan Sektor Publik. 3(3): 265-287.
Morissan. (2010). Periklanan. Jakarta: Kencana Prenada Media Group.
Sugiyono (2015). Metode Penelitian Kombinasi (Mix Methods). Bandung: Alfabeta.
Sukotjo, Hendri dan Sumanto Radix. 2010. “Analisa Marketing Mix-7P (Produk, Price,Promotion, Place,Partisipant, Process, dan Physical Evidence) terhadap Keputusan Pembelian Produk Klinik Kecantikan Teta di Surabaya”. Jurnal Mitra Ekonomi dan Manajemen Bisnis. 1(2): 216-228.
Rachmat, dkk. (2004). Kewarganegaraan (Kewarganegaraan (citizenship) 2. Jakarta: PT. Gradinso
Rangkuti, Freddy. (2003). Riset Pemasaran. Jakarta: PT. Gramedia Pustaka Utama.
Rudianto. (2009). Pengantar Akuntansi. Jakarta:Erlangga.
Rangkuti, Freddy. (2003). Riset Pemasaran. Jakarta: PT. Gramedia Pustaka Utama.
Tjiptono. (2008). Strategi Pemasaran. Yogyakarta: ANDI.
_______. (2009). Manajemen Pemasaran, Jakarta: Damar Mulia Pustaka.
Wheelen, Thomas L. & Hunger, J. David (2012). “Strategic Management and Business Policy” thirteenth edition. New York: Pearson.

PlumX Metrics

Published
2022-03-23
How to Cite
Guntarayana, I. (2022). ANALISA STRATEGI BISNIS PEMASARAN COFFEE SHOP: (Studi pada KAFE KOPI JANJI JIWA Jalan Dr. Wahidin 05 Kota Blitar). Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 11(1), 70-81. https://doi.org/10.35457/translitera.v11i1.2142
Issue
Vol. 11 No. 1 (2022): Maret 2022
Section
Articles

Copyright (c) 2022 Translitera : Jurnal Kajian Komunikasi dan Studi Media

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Copyright on any article is retained by the author(s).
  2. Author grant the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
  3. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  4. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
  5. The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License

Most read articles by the same author(s)