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All Journal Jurnal Utilitas
Pembayun Puji Astuti
Pendidikan Ekonomi, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Muhammadiyah Prof Dr Hamka
Economics, Econometrics & Finance Education Social Sciences Other

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STRATEGI DIVERSIFIKASI PRODUK SEBAGAI UPAYA MENGHADAPI PERSAINGAN Pembayun Puji Astuti
Jurnal Utilitas Vol. 7 No. 1 (2021): Jurnal Utilitas
Publisher : Universitas Muhammadiyah Prof. DR. HAMKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/utilitas.v7i1.8363

Abstract

This study aims to find out the Implementation of the KFC LA Terrace Product Diversification Strategy which includes concentric diversification, and horizontal diversification. This research uses descriptive qualitative research methods. The sampling technique used is purposive sampling which is a sampling technique with certain considerations. This research uses in-depth interview methods, observations, documentation studies, and is analyzed using triangulation techniques and source triangulation. The result of this research is that the application of the product diversification strategy used by KFC LA Terrace in the form of concentric diversification and horizontal diversification.
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