Strategi Bauran Pemasaran 7P Menggunakan Pendekatan Analisis SWOT dalam Upaya Meningkatkan Daya Saing Mangata Coffee & Eatery
DOI:
https://doi.org/10.36276/mws.v21i1.460Keywords:
Coffee Shop, Analysis SWOT, Marketing mix, 7PAbstract
This research was conducted on Mangata Coffee & Eatery, a culinary business. This study aims to determine and analyze the application of the 7P marketing mix strategy based on a SWOT analysis of Mangata Coffee &; eatery. The results of the SWOT analysis method are used as guidelines to determine alternative strategies for the 7P marketing mix that can be used by Mangata Coffee & Eatery. The research method uses a type of qualitative research with descriptive analysis that refers to the 7P marketing mix, namely Product, Price, Promotion, Place, Process, people, and Physical Evidence. Data collection techniques are carried out by means of interviews, observation, and documentation. The analysis method used is the SWOT analysis method with stages of identifying the 7P marketing mix, then compiling the IFAS and EFAS matrices, determining nine-cell diagrams, and creating alternative strategies from the SWOT matrix. The study results concluded that Mangata Coffee & Eatery was in the V-cell diagram position, resulting in two strategies: maintaining the market and improving products.
References
Agic, E., Cinjarevic, M., Kurtovic, E., & Cicic, M. (2016). Strategic marketing patterns and performance implications. European Journal of Marketing, 50(12), 2216–2248. https://doi.org/10.1108/EJM-08-2015-0589
Assauri Sofjan. (2017). Manajemen pemasaran : dasar, konsep & strategi (15th ed.). Rajawali Pers.
Budiman, I., Tarigan, U. P. P., Mardhatillah, A., Sembiring, A. C., & Teddy, W. (2018). Developing business strategies using SWOT analysis in a color crackers industry. Journal of Physics: Conference Series, 1007, 012023. https://doi.org/10.1088/1742-6596/1007/1/012023
Chotimah Tria Husnul, & Parantika Asep. (2022). Analisis Perilaku Pelanggan Generasi Y dan Z Dalam Memilih Coffee Shop Brand Lokal. Bina Patria, 17, 975–981.
Desnky, R., Syaparuddin, S., & Aminah, S. (2018). Ekspor kopi Indonesia dan faktor-faktor yang mempengaruhinya. E-Journal Perdagangan Industri Dan Moneter, 6(1), 23–34. https://doi.org/10.22437/pim.v6i1.4656
Hanggraito, A. A., Wiratama, A. S., & Saifuddien, R. A. (2020). Alternatif Strategi Bauran Pemasaran 7P Museum Batik Yogyakarta. Jurnal Kepariwisataan: Destinasi, Hospitalitas Dan Perjalanan, 4(2), 72–83. https://doi.org/10.34013/jk.v4i2.50
Hardani Helmina, D. J. A. N. H., Andriani Ustiawaty, Jumari Utami, Ria Rahmatul Fardani, Fardan, Roushandy Asri Sukamana, Dhika Juliana Aulia, & Nur Hikmatul. (2020). Metode Penelitian Kuanlitatif & Kuantitatif. Pustaka Ilmu.
Hendrayani Eka, Sitinjak Wahyunita, Kusuma Gusti Putu Eka, & Yani Ahmad David. (2021). Manajemen Pemasaran. CV Media Sains Indonesia.
Išoraitė, M. (2016). Marketing Mix Theoretical Aspects. International Journal of Research -Granthaalayah, 4(6), 25–37. https://doi.org/10.29121/granthaalayah.v4.i6.2016.2633
Jaafar, N. S., & Khan, N. (2022). Impact of Digital Marketing Innovation in Competitive Event Industry During Covid-19: Evidence from Malaysia and The United States. International Journal of Interactive Mobile Technologies (IJIM), 16(09), 130–145. https://doi.org/10.3991/ijim.v16i09.27915
Komari, A., Indrasari, L. D., Tripariyanto, A. Y., & Rahayuningsih, S. (2020). Analysis of SWOT Marketing Strategies and 7P Influence on Purchasing Decision. Journal of Physics: Conference Series, 1569(3), 032002. https://doi.org/10.1088/1742-6596/1569/3/032002
Muhammad Adam, & Irham Fahmi. (2015). Manajemen pemasaran jasa : teori dan aplikasi. Alfabeta.
Naibaho Reynand Ernest, Fauzi Amrin, & Sadalia Isfenti. (2020). The Effect of Marketing Mix on Satisfaction of Customer Insurance Products Unit Link (Empirical Study in PT AIA Financial Branch Phoenix Medan) . International Journal of Research and Review, 7(2), 47–55.
Pradini Gagih, Eni Akristi, & Digdowiseiso Kumba. (2022). The Influence of Digital Marketing and Promotion on Visiting Interest in Shangri-La Hotel Jakarta.
Pradini Gagih, & Pratami Frita. (2022). Dampak Brand Image, Kualitas Pelayanan Dan Kualitas Produk Terhadap Loyalitas Customer Di Oma Kopi Depok. Syntax Literate: Jurnal Ilmiah Indonesia, 7.
Parantika Asep., Jenica Gaby. (2022). Pelestarian dan Pengembangan Makanan Khas Kampung Ciharahas Mulyaharaja Sebagai Destinasi Wisata Kota Bogor. Journal Of Tourism And Economic. 5(1), 63-76.
Raitasari Fatmi. (2017). Buaran Pemasaran (Marketng Mix) Pada Cafe Hidden Milk Aand Meals Di Kabupaten Bantul Yogyakarta. Universitas Negeri Semarang.
Rangkuti Freddy. (2016). Teknik Membedah kasus Analisis SWOT. Gramedia Pustaka.
Setiawati, R., Fachrial, P., & Widia, R. (2020). Formulasi Strategi Peningkatan Penjualan Cargo Service Center PT Citilink Indonesia di Jakarta. Jurnal Manajemen, 11(1), 35. https://doi.org/10.32832/jm-uika.v11i1.2925
Simarmata, A., Jocom, S. G., & Kaunang, R. (2022). Analisis Persepsi Konsumen Terhadap Aspek Bauran Pemasaran (Marketing Mix 7p) Pada Black Cup Coffee Roaster Di Kota Manado. AGRI-SOSIOEKONOMI, 18(3), 699–708. https://doi.org/10.35791/agrsosek.v18i3.44693
Sugiyono, & PD. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D. CV. Alfabeta.
Sunyoto Danang, & Susanti Eka Fathonah. (2015). Manajemen pemasaran jasa; merencanakan, mengelola dan membidik pasar jasa . CAPS.
Wibowo Hendika Dimas, Arifin Zainul, & Sunarti. (2015). Aanalisis Strategi Pemasaran Uuntuk Meningkatkan Daya Ssaing UMKM (Studi pada Batik Diajeng Solo). Jurnal Administrasi Bisnis, 29(1).
Widyawati, N. (2018). Pengaruh Kepercayaan Dan Komitmen Serta Bauran Pemasaran Jasa Terhadap Loyalitas Konsumen Di Hotel Zakiah Medan. Ekuitas (Jurnal Ekonomi Dan Keuangan), 12(1), 74–96. https://doi.org/10.24034/j25485024.y2008.v12.i1.239
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2023 Hanif Rochmadika Hanif, Asep Parantika
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
