Published: 2023-10-20
Analisis Marketing Mix Terhadap Target Penjualan Kafe DR. Koffie
DOI: 10.35870/emt.v7i4.1640
Agung Jhoniko Pratama, Muhamad Emil Rachman
Abstract
Nowadays, consumers visit cafes or coffee shops not only for consumption purposes, but also as a place to spend free time, hold work meetings and meet with relatives. This phenomenon has created intense competition and given rise to various problems, one of which is related to the Kafe DR. Koffie Cafe. Problems faced by DR. Koffie Cafe includes unstable sales fluctuations and a decrease in buying interest from the public. In this research, the analysis method used is SWOT (Strengths, Weaknesses, Opportunities, Threats) with DR. Koffie Cafe consumers. The results of the SWOT analysis show that DR. Koffie Cafe is in quadrant I, which is a very favorable situation. In this quadrant, DR. Koffie Cafe has opportunities and strengths that can be exploited. Therefore, DR. Koffie Cafe needs to implement a strategy that supports aggressive growth (Growth-oriented strategy) to achieve the sales targets that have been set.
Keywords
Marketing Mix ; Sales Target ; Café ; SWOT
Downloads
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 7 No. 4 (2023)
-
Section: Articles
-
Published: October 20, 2023
-
License: CC BY 4.0
-
Copyright: © 2023 Authors
-
DOI: 10.35870/emt.v7i4.1640
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Agung Jhoniko Pratama
Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia
Muhamad Emil Rachman
Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia
-
Assauri, Sofjan. (2002). Manajemen Pemasaran, Dasar, Konsep, dan Strategi. Jakarta: Rajawali Pres.
-
Armada, N. (2008). Faktor yang Mempengaruhi Pembelian Konsumen Kopi Bubuk Instan (Kasus di Giant Botani Square, Bogor). Fakultas Pertanian, Institut Pertanian Bogor. Jurnal. 16 (2) : 165 – 174.
-
Basu Swastha dan Irawan, (1999), Manajemen Pemasaran Modern, Edisi 2, Yogyakarta : Liberty.
-
James F. Engel (1994), pengertian perilaku konsumen, dalam buku Perilaku Konsumen, Edisi 6 : jilid 1. Penerbit Binarupa Aksara. Kotler, P. 2008, Manajemen Pemasaran. PT. Prenhallindo, Jakarta.
-
Kasali, Rhenald. (2011). Membidik Pasar Indonesia: Segmentasi, Targeting, dan Positioning. Jakarta : PT Gramedia Pustaka Utama
-
Kotler dan Keller. (2014). Manajemen Pemasaran. Jilid I. Edisi Ke 13. Jakarta: Erlangga.
-
Kotler, Philip dan Keller, Kevin Lane. (2018). Manajemen Pemasaran. Edisi 12. Jilid 2. Jakarta: PT Indeks.
-
Rangkuti, F. (2006). Analisis SWOT Teknik Membedah Kasus Bisnis. Jakarta: PT. Gramedia Pustaka Utama.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright and Licensing Agreement
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
- Authors retain full copyright of their work
- Authors grant the journal right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0)
- This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.