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All Journal Jurnal Manajemen dan Inovasi (MANOVA)
Milasari, Aida Octavia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategi Marketing Mix Dalam Menghadapi Pandemi Covid-19 (Studi Kasus Pada Jolly Coffee Surabaya) Ningsih, Siti Nur Wahyu; Milasari, Aida Octavia; Saifuddin, Muchammad
Jurnal Manajemen dan Inovasi (MANOVA) Vol. 4 No. 1 (2021): Januari
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sunan Ampel Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/manova.v4i1.388

Abstract

The cafe business in Indonesia is increasingly increased its growth. This is a business field for business activists. Surely a cafe has its own marketing system or what we can call a Marketing Mix. The purpose of this study is to identify the implementation of marketing strategies in cafes in Indonesia, especially in Surabaya. This research uses qualitative methods, namely through observation, document study and interviews with several relevant informants. The results of this study indicate that Cafe Jolly Coffee Surabaya uses a marketing strategy which I believe is appropriate to attract consumer interest and is also used to compete in the cafe sector.
Strategi Marketing Mix dalam Menghadapi Pandemi Covid-19 (Studi Kasus pada Jolly Coffee Surabaya) Ningsih, Siti Nur Wahyu; Milasari, Aida Octavia; Saifuddin, Muchammad
Jurnal Manajemen dan Inovasi (MANOVA) Vol. 4 No. 1 (2021): Januari
Publisher : Management Department, Faculty of Islamic Economics and Business, Universitas Islam Negeri Sunan Ampel Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/manova.v4i1.388

Abstract

The cafe business in Indonesia is increasingly increased its growth. This is a business field for business activists. Surely a cafe has its own marketing system or what we can call a Marketing Mix. The purpose of this study is to identify the implementation of marketing strategies in cafes in Indonesia, especially in Surabaya. This research uses qualitative methods, namely through observation, document study and interviews with several relevant informants. The results of this study indicate that Cafe Jolly Coffee Surabaya uses a marketing strategy which I believe is appropriate to attract consumer interest and is also used to compete in the cafe sector.
Co-Authors Muchammad Saifuddin Ningsih, Siti Nur Wahyu