Asnanda, Fairuz (2025) ANALISIS STRATEGI PEMASARAN KOPI DALAM MENINGKATKAN VOLUME PENJUALAN DI PT. UTOKOPIA COFFEE SURABAYA SKRIPSI OLEH: ASNANDA FAIRUZ TSURAYA 20042010199 KEMENTERIAN PENDIDIKAN TINGGI, SAINS DAN TEKNOLOGI UNIVERSITAS PEMBANGUNAN NASIONAL VETERAN JAWA TIMUR FAKULTAS ILMU SOSIAL, ILMU POLITIK DAN ILMU BUDAYA PROGRAM STUDI ADMINISTRASI BISNIS SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the marketing strategies implemented by PT. Utokopia Coffee Surabaya in increasing sales volume amid the increasingly competitive coffee business. The research method used is qualitative with a descriptive approach, which includes in-depth interviews, observations, and document analysis. The results show that Utokopia Coffee has strengths in product quality and strategic location, but also faces weaknesses in promotion and seating capacity. Opportunities for growth exist in the increasing coffee consumption trend, while threats come from intense competition. By applying SWOT analysis, this study recommends improving facilities, innovating the menu, and adopting more interactive marketing strategies to enhance competitiveness and sales volume. Keywords: Marketing Strategy, Sales Volume, Utokopia Coffee, SWOT Analysis, Cafe, Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products J Political Science > JF Political institutions (General) > JF1338-2112 Public administration |
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration |
| Depositing User: | Mrs Asnanda Fairuz Tsuraya Asnanda |
| Date Deposited: | 07 Aug 2025 02:18 |
| Last Modified: | 13 Aug 2025 05:15 |
| URI: | https://repository.upnjatim.ac.id/id/eprint/41608 |
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