STRATEGI PEMASARAN PADA SENJA COFFEE AND SPACE SEMARANG

PRAMADHIKA, VANIA (2023) STRATEGI PEMASARAN PADA SENJA COFFEE AND SPACE SEMARANG. Sarjana / Sarjana Terapan (S1/D4) thesis, Universitas Muhammadiyah Semarang.

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Abstract

This research on Senja Coffee and Space was conducted because we wanted to find out more about the marketing strategy applied to attract consumers to make purchases at Senja Coffee and Space. This type of research is qualitative research or field research. This research is descriptive in nature. The data collection technique used is by means of interviews and documentation. The data analysis technique used is triangulation. This study does not use hypotheses and numbers. However, this research is explained in the form of words obtained through interviews and observations. Using primary and secondary data. This research involved 11 informants. Consists of 1 Owner, 1 Supervisor, 9 Employees. From the results of this study, Senja Coffee and Space has a value in position IV which indicates that the strategy carried out by Senja Coffee and Space is a strategy to grow and build by way of market penetration, namely by increasing the intensity of advertising promotions, especially through social media, sales promotion through giving promos. direct sales when making purchases in large quantities, as well as promotion of price discounts through discounts given to Senja Coffee and Space customers. Product development through product innovation or modification provided that the product is in the maturity stage or the post-growth product life cycle stage. Market development is a way of expanding the sales area of its products, adding new segments to be sold in the market, turning those who were not originally a buyer into a buyer, and trying to be able to attract customers owned by competitors Keywords: Business Development Strategy, IE Analysis, and SWOT Analysis

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