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
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.
Media Wisata applies a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) to all articles published in the journal.
Under this license, readers and other users are permitted to share, copy, redistribute, remix, transform, and build upon the published work, including for commercial purposes, provided that the applicable license conditions are respected.
Copyright Ownership
Authors retain the copyright of their published work.
By submitting a manuscript to Media Wisata, authors grant the journal the right of first publication of the article.
The right of first publication is granted on the condition that the article is simultaneously made available under the Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0).
The copyright ownership of the article remains with the authors unless otherwise agreed in a separate written agreement.
Creative Commons Attribution-ShareAlike 4.0 International License
The CC BY-SA 4.0 license permits users to:
- Share — copy and redistribute the material in any medium or format; and
- Adapt — remix, transform, and build upon the material for any purpose, including commercial purposes.
These permissions are subject to the following conditions:
Attribution
Users must provide appropriate credit to the original author(s), provide a link to the applicable license, and indicate whether changes were made.
Attribution must be provided in a reasonable manner and must not suggest that the original author(s) or Media Wisata endorse the user or the use of the work.
ShareAlike
If users remix, transform, or build upon the material, the resulting contribution must be distributed under the same CC BY-SA 4.0 license.
No Additional Restrictions
Users may not apply legal terms or technological measures that legally restrict others from exercising the rights granted by the CC BY-SA 4.0 license.
The full license terms are available through the official Creative Commons website.
Author Rights
Authors retain the right to:
- use their published work for teaching, research, and other scholarly purposes;
- share and disseminate their published work through legitimate academic and professional channels;
- deposit and share the published article through institutional repositories, subject to applicable repository policies;
- use the article or substantial parts of it in future scholarly works, books, dissertations, or other academic publications, provided that the original publication in Media Wisata is appropriately acknowledged; and
- enter into separate non-exclusive agreements concerning the distribution or reuse of their work, provided that the original publication in Media Wisata is acknowledged.
Self-Archiving and Online Dissemination
Authors are permitted and encouraged to share their work online before, during, and after the submission and publication process, including through:
- institutional repositories;
- personal or institutional websites;
- academic profiles and networks; and
- other legitimate scholarly communication platforms.
When sharing a published article, authors are encouraged to provide a link to the official Media Wisata article page and acknowledge the original publication.
Third-Party Material
Authors are responsible for ensuring that all third-party materials included in their manuscripts, such as photographs, figures, tables, instruments, datasets, or other copyrighted materials, are appropriately attributed and used with the necessary permission or under a license that permits such use.
The CC BY-SA 4.0 license applied to an article does not automatically apply to third-party materials that are separately identified as being subject to different copyright or licensing conditions.
Author Responsibilities
Authors are responsible for ensuring that:
- the submitted manuscript is original;
- they have the necessary rights to submit and publish the manuscript;
- all sources and third-party materials are properly acknowledged;
- required permissions for copyrighted materials have been obtained; and
- publication of the manuscript does not infringe the rights of any third party.
Relationship with Open Access
Media Wisata provides immediate and free access to its published articles in accordance with its Open Access Policy.
The open access status of the journal and the CC BY-SA 4.0 license are intended to facilitate the lawful dissemination, reuse, and scholarly impact of published research while preserving authorship and attribution.
License Statement
Unless otherwise stated, all articles published by Media Wisata are licensed under:
Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0).
For the complete license terms, please refer to the official Creative Commons license information.
