selvina, putry meysa (2026) ANALISIS STRATEGI MARKETING MIX DALAM UPAYA MENINGKATKAN MINAT BELI KONSUMEN DI MANOV KOPI MOJOKERTO. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
This study aims to analyze the implementation of the marketing mix strategy in increasing consumer purchase intention at Manov Kopi Mojokerto. A descriptive qualitative approach was employed, with data collected through observation, in-depth interviews, and documentation. The results indicate that the 7P marketing mix plays a significant role in enhancing consumer attraction and purchase intention. SWOT analysis reveals strength and weakness scores of 2.87 and 0.42, while opportunity and threat scores are 3.02 and 0.30, respectively. The IFAS and EFAS matrices yield scores of 3.29 and 3.32, indicating strong internal conditions and favorable external opportunities. The SWOT matrix positions Manov Kopi in Quadrant I (grow and build), suggesting an aggressive growth strategy. The recommended strategy is Strength–Opportunities (SO), which emphasizes leveraging internal strengths to optimize external opportunities in increasing consumer purchase intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | putry meysa selvina | ||||||||
| Date Deposited: | 25 May 2026 10:08 | ||||||||
| Last Modified: | 25 May 2026 10:08 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52577 |
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