Fitria, Shalsabillah Nur (2022) Pengaruh Strategi Pemasaran Terhadap Kinerja Pemasaran di Fore Coffe Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Fore Coffee is one of the contemporary coffee shops that offers a wide variety of high quality coffee drinks. Along with the proliferation of coffee shops in Indonesia during the COVID-19 pandemic, Fore Coffee has implemented various marketing strategies so that sales can survive in an increasingly competitive market. The purpose of this research is to describe the 7P marketing components that have been carried out by Fore Coffee, analyze the effect of the 7P marketing strategy that has been carried out by Fore Coffee on marketing performance, and explain the implications of the research results for company development. The method in this study uses descriptive analysis and PLS analysis tool named WarpPLS 6.0 with 100 respondents who are Fore Coffee consumers at Tunjungan Plaza Mall Surabaya. The results showed that the components of the 7P strategy carried out by Fore Coffee were considered quite good by the majority of consumers and in testing the marketing strategy on Fore Coffee's marketing performance it was found that all components of the marketing strategy in this study had a significant effect on the acceptance of all research hypotheses. Based on the implications of the research results theoretically justify and strengthen several theories and previous research.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Shalsabillah Fitria | ||||||||||||
| Date Deposited: | 28 Sep 2022 03:17 | ||||||||||||
| Last Modified: | 28 Sep 2022 03:17 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/9671 |
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