ANALISIS PENGARUH SEGMENTASI PASAR TERHADAP PENINGKATAN VOLUME PENJUALAN PADA SWAKARJA COFFE SHOP DI GRESIK

Wulandari, Rizka Agustin (2024) ANALISIS PENGARUH SEGMENTASI PASAR TERHADAP PENINGKATAN VOLUME PENJUALAN PADA SWAKARJA COFFE SHOP DI GRESIK. Undergraduate thesis, UPN VETERAN JAWA TIMUR.

	Text (cover) 17024010106-cover.pdf Download (1MB)
	Text (BAB I) 17024010106-BAB1.pdf Download (163kB)
	Text (BAB II) 17024010106-BAB2.pdf Restricted to Repository staff only until 4 July 2026. Download (236kB)
	Text (BAB III) 17024010106-BAB3.pdf Restricted to Repository staff only until 4 July 2026. Download (149kB)
	Text (BAB IV) 17024010106-BAB4.pdf Restricted to Repository staff only until 4 July 2026. Download (332kB)
	Text (BAB V) 17024010106-BAB5.pdf Download (128kB)
	Text (DAFTAR PUSTAKA) 17024010106-DAFTARPUSTAKA.pdf Download (136kB)
	Text (LAMPIRAN) 17024010106-LAMPIRAN.pdf Restricted to Repository staff only Download (269kB)

Abstract

Business in the food and beverages sector in Indonesia is currently growing in line with the community's improving economic growth. Developments in this sector have resulted in greater competition between business people. Swakarja Coffee Space is a coffee shop business that is experiencing the problem of decreasing the number of buyers and sometimes not meeting the company's targets. The aim of this research is to analyze consumer characteristics and analyze the influence of market segmentation on the sales volume of Swakarja Coffee Space. The research method uses descriptive analysis and multiple linear regression tests. The research results prove that consumers of Swakarja Coffee Space in Gresik are men with an age range of 20-35 years, working as private employees, with a high school/vocational education background, and an income of Rp. 2,600,000 - IDR 5,000,000/month and expenses IDR. 1,100,000 - IDR 2,500,000/month, distance from home to Swakarja Coffee Space of 1-5 km and coming to Swakarja Coffee Space 3-5 times/month. There is an influence between Demographic, Geographic and Psychographic factors on the sales volume variable of Swakarja Coffee Space in Gresik simultaneously. Meanwhile, geographical and psychographic factors partially do not have a significant effect on the sales volume of Swakarja Coffee Space. Keywords: Coffee Shop, Market Segmentation, Sales Volume

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Indah, Pawana Nur	NIDK8945660023	pawana_ni@upnjatim.ac.id
Thesis advisor	Layli, Dona Wahyuning	NIDN6825683	dona.wahyuning.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Rizka Agustin Wulandari

Date Deposited:

09 Jul 2024 07:14

Last Modified:

09 Jul 2024 07:14

URI:

https://repository.upnjatim.ac.id/id/eprint/25504