The Factor Analysis of Marketing Mix for Coffee Franchise (Case Study: Bengras Kopi)

Abstract

This research aims to help Bengras Kopi’s team to improve their franchise system through the marketing mix. To identify the problems, this research uses factor analysis to summarize the variables related to the customer’s perception and expectation. This research uses quantitative methods based on accidental sampling for collecting data from questionnaires. The total respondents are 113 people who consider as the customers of Bengras Kopi’s branches in Bandung and Padang. Based on this analysis, this research finds product, price, place, and promotion are the main factors to develop a marketing strategy based on customer’s perspective for Bengras Kopi. In conclusion, these variables can be used as score measurement for indicators in the marketing plan.