HAKIM, BURHANUL (2020) ANALISIS SEGMENTASI, TARGET, POSISI (STP) KOPI DI COFFEE SHOP BOJONEGORO. Other thesis, UPN "VETERAN" JATIM.
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Abstract
Marketing is the process of studying the needs and desires of consumers and providing satisfaction with good products and services. The company's goals can be achieved through efforts to maintain and increase the level of profit by maintaining or increasing sales, so it is necessary to analyze the segmentation, target and position of coffee in the Bojonegoro coffee shop. This research aims to: 1) Analyze the coffee market segmentation in the coffee shop based on demographic characteristics, consumer behavior and psychography; 2) Analyze the determination of the target market of the coffee shop in selling coffee drinks; and 3) Analyze the positioning of the coffee shop on coffee consumers. This research was conducted in a coffee shop in Bojonegoro named Damai Café using primary data and secondary data. The data collection method used is by interviewing consumers and related parties. The number of samples used was 50 respondents. Data analysis used is cluster analysis, and crosstab, Multidimensional Scaling (MDS) and Correspondence Analysis (CA). The results showed that: 1) 1st segment is a consumer who likes to drink coffee. Meanwhile, 2nd segment is a consumer who is more consumptive, but does not like coffee drinks; 2) Damai Cafe's target market is 1st segment because it has a high level of coffee consumption and high purchasing readiness; 3) The position of Damai Cafe is similar to its competitors, namely Pawon Cafe and Getz Cafe. However, Damai Cafe's position has an advantage in the attributes of taste, product diversity, and product packaging which is considered superior to its competitor Coffee Shop. Keywords : Segmentation, Target, Position, Coffee Shop, Bojonegoro
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 18 Feb 2021 05:13 | ||||||||
| Last Modified: | 18 Feb 2021 05:13 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1374 |
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