Analisis Strategi Pemasaran Dalam Meningkatkan Volume Penjualan Kopi Susu Baper Di Masa Pandemi Covid-19

Jurnal Manajemen dan Bisnis (JMB) Pub Date : 2022-06-03 DOI:10.57084/jmb.v3i02.848

Habibuhrahman Habibuhrahman, Veronica Veronica, H. S

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Abstract

AbstractThe coffee industry in Indonesia is growing very quickly due to the increasing demand for coffee and can create many coffee shop business opportunities in Indonesia. The increase in coffee shops in Indonesia continues to increase, one of which is in the province of Lampung, namely the Baper Milk Coffee Shop in Metro City, Lampung. The purpose of this research is to find out the marketing strategy carried out by the owner of the Baper Milk Coffee Shop in Metro City during the Covid-19 pandemic. The measuring instrument used in this research is observation, interviews and questionnaires as well as using SWOT analysis. Based on the results of the SWOT analysis, the total calculation of IFAS is 3.60 and EFAS is 3.62. From the results of the SWOT Cartesian diagram, it is known that Kedai Kopi Susu Baper in Metro City is in quadrant I, namely aggressive growth (Growth Oriented Strategy), where this situation is quite profitable, namely growth. And 11 alternative marketing strategies have been formulated that can be used by Kedai Kopi Susu Baper. Keywords: COVID-19, Marketing Strategy, SWOT Analysis

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营销策略分析，在Covid-19大流行期间增加婴儿奶的销量

印度尼西亚的咖啡行业发展非常迅速，因为对咖啡的需求不断增加，可以在印度尼西亚创造许多咖啡店商机。印尼的咖啡店不断增加，其中一个是在楠榜省，即南榜Metro City的Baper Milk coffee Shop。本研究的目的是找出在2019冠状病毒病大流行期间Metro City的Baper牛奶咖啡店的所有者所采取的营销策略。本研究使用的测量工具是观察、访谈和问卷调查，并使用SWOT分析。根据SWOT分析的结果，IFAS的总计算值为3.60,EFAS为3.62。从SWOT笛卡尔图的结果可知，Metro City的Kedai Kopi Susu Baper处于象限I，即积极增长(growth Oriented Strategy)，这种情况是相当有利可图的，即增长。并制定了11种可供可代Kopi Susu paper使用的替代营销策略。关键词:COVID-19，营销策略，SWOT分析

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Jurnal Manajemen dan Bisnis (JMB)

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