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All Journal Optimal: Jurnal Ekonomi dan Manajemen Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Muhamad Athalah Ramadhan
Politeknik Negeri Jakarta

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Strategi Pemasaran Untuk Meningkatkan Penjualan Kopi Nako Kebon Jati Bogor Erwin Permana; Muhamad Athalah Ramadhan; Ifnu Saputra; Syamsurizal Syamsurizal
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 4 No. 2 (2024): Juni : Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v4i2.3736

Abstract

Businesses that combine environmental and product aspects are currently growing quite rapidly. Consumers are not only served products according to their taste but can also enjoy natural views with fresh air. One business that utilizes natural aspects as a marketing strategy is Kopi Nako Kebon Jati. This research aims to analyze marketing strategies to increase sales of Kopi Nako Kebon Jati Bogor. The research was conducted using a qualitative descriptive approach. Data comes from analysis of the results of literature reviews and related official publications. The results of this research show that the marketing used by Kopi Nako Kebon Jati Bogor is the Marketing Mix which consists of 4Ps, namely product, price, place and promotion. Of these four things, efforts are made to maximize product marketing strategies. After that, it is supported by a social media platform via the Kopi Nako Kebon Jati Instagram account. This Instagram aims to provide useful information for consumers and reach a very wide market, so that it can increase sales of Kopi Nako Kebon Jati Bogor. The unique strategy that differentiates Kopi Nako Kebon Jati from the others is Hidden Gem, namely that they take a place quite far from the city center and make it a special attraction for Kopi Nako Kebon Jati which sells views of Mount Salak which are not available in coffee shops in general.
ANALISIS PENGEMBANGAN STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING COFFEE SHOP Muhamad Athalah Ramadhan; Titik Purwinarti; Erlyn Rosalina
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This study aims to analyze the digital marketing strategy implemented by Kanca Coffee in an effort to enhance competitiveness amid the increasingly intense competition in the coffee shop industry, particularly in Bogor City. The research method used is descriptive qualitative with a case study approach. Data were collected through interviews, observations, documentation, and the distribution of questionnaires to internal parties at Kanca Coffee. The analysis was carried out using IFAS, EFAS, and SWOT matrices to identify internal and external factors that influence the effectiveness of the digital marketing strategy. The research findings indicate that Kanca Coffee has four strengths and four weaknesses based on the internal factor analysis, and five opportunities and five threats based on the external factor analysis. The SWOT analysis resulted in two SO strategies, two WO strategies, two ST strategies, and two WT strategies derived from the combination of internal and external factor indicators. In the competitive profile analysis, it was found that Kanca Coffee ranks second among its competitors in terms of digital marketing performance.
Co-Authors Erlyn Rosalina Erwin Permana Ifnu Saputra Syamsurizal - - Titik Purwinarti