Hadiana, Avicena Darling (2025) Digital Marketing Strategy to Increase Sales at Tempat Kumpul Cafe. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
Cafe’s are one of the business that are currently booming and growing. Tempat Kumpul Cafe experienced problems with sales not reaching its monthly targets for the period January-November 2024, so research was conducted to identify the internal and external factors that affect Tempat Kumpul Cafe’s sales and to develop a digital marketing strategy suitable for Tempat Kumpul Cafe. This research is qualitative research using The SOSTAC method as an analysis tool. The SOSTAC method consist of six stages, namely Situation Analysis, Objectives, Strategy, Tactics, Action, and Control. The respondents of this study were the Manager, Marketing Leader, and consumers of Tempat Kumpul Cafe. The results of this study shows that Tempat Kumpul Cafe is in favorable position and requires the design of an aggressive strategy based on the SWOT analysis in the Situation Analysis stage. The formulation of objective was carried out in the Objectives stage to clarify realistic and achievable goals. Strategy design was carried out to achieve the objectives that has been set, and it was found that Tempat Kumpul Cafe needed to optimize social media, provide discount vouchers, and collaborate with influencers. Detail of activities and schedules regarding the strategy were compiled in Tactics and Action. Tempat Kumpul Cafe also needs to implement controls based on predetermined KPIs and conduct evaluations. The resulting digital marketing strategy can help Tempat Kumpul Cafe solve its sales problems.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Avicena Darling Hadiana | ||||||||||||
| Date Deposited: | 09 Dec 2025 06:35 | ||||||||||||
| Last Modified: | 09 Dec 2025 06:35 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48288 |
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