Sasangka, Daru Teja (2024) Analisis Strategi Segmentation, Targeting, dan Positioning Dalam Meningkatkan Volume Penjualan Pada Kedai Kopi Roemah Aki'q Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study utilized a descriptive qualitative method with the objective of identifying the strategies of segmentation, targeting, and positioning in increasing sales volume at Roemah Aki’q Coffee Shop, employing data collection techniques such as interviews, observations, and documentation. The subjects of this study included several informants, namely the owner, employees, and consumers. The collected data was then analyzed using data reduction, data display, and conclusion drawing techniques. The results obtained from the SWOT matrix diagram were positioned in quadrant I, indicating the application of an aggressive strategy. In the internal external matrix, it was located in quadrant IV, which is the grow and build position. Segmentation targeted the northern area of Surabaya city, focusing on teenagers to young adults aged 17-30 years, both male and female, from the middle to lower social classes who enjoy hanging out, gathering with friends, playing games, and doing assignments. Targeting aimed at teenagers to young adults, both male and female, aged 17-30 years, with promotions through social media and leveraging the services of content creators. Product specialization with a menu that offers unique or distinctive characteristics. Positioning employed a vintage concept with a menu that features old-time concepts, prioritizing customer needs and desires with more affordable prices while still providing the best quality.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Daru Teja Sasangka | ||||||||
| Date Deposited: | 04 Apr 2024 02:05 | ||||||||
| Last Modified: | 04 Apr 2024 02:05 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21682 |
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