Lutfita, Anissa (2021) ANALISIS STRATEGI BAURAN PEMASARAN (MARKETING MIX) DALAM MENINGKATKAN PENJUALAN PADA HANACARAKA COFFEE SIDOARJO DI MASA PANDEMI COVID-19. Undergraduate thesis, UPN 'Veteran' Jawa Timur.
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Abstract
This study uses Hanacaraka Coffee Sidoarjo which is one of the business sectors, namely the coffee shop as the object of research. The purpose of this study was to determine and analyze the marketing mix strategy in increasing sales during the Covid19 pandemic at Hanacaraka Coffee Sidoarjo. The research method used is quantitative descriptive method using the SWOT analysis method and data collection techniques through in-depth interviews, questionnaires, observation and documentation related to the marketing mix strategy which includes product, price, promotion and place by researchers in identifying strengths. , weaknesses, opportunities and threats with the SWOT analysis method at Hanacaraka Coffee Sidoarjo. Based on this research, the IFAS results showed strength with a score of 2.68 and weakness with a score of 0.81. While the EFAS results show an opportunity with a score of 2.29 and a threat with a score of 0.99. Based on the SWOT analysis diagram, Hanacaraka Coffee shows in diagram I by using the SO strategy, that the company has opportunities and strengths so that it can take advantage of existing opportunities so that the strategy that can be implemented is to support aggressive policy growth (growth oriented strategy) to increase sales volume during a pandemic. covid-19. Keywords : Marketing Strategy, SWOT Analysis
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 12 Oct 2021 06:37 | ||||||||
| Last Modified: | 12 Oct 2021 06:38 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2535 |
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