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All Journal Jurnal Pertanian Agros
Muhammad Imam Handra
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Agriculture, Biological Sciences & Forestry

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STRATEGI BERTAHAN INDUSTRI KEDAI KOPI (COFFE SHOP) DI MASA PANDEMI COVID-19 Muhammad Imam Handra; Widya Fitriana; Vonny Indah Mutiara
Agros Journal of Agriculture Science Vol 25, No 2 (2023): edisi April
Publisher : Fakultas Pertanian, Universitas Janabadra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37159/jpa.v25i2.2775

Abstract

The objective of this study to analyze the  survival strategy of coffee shop in Padang during Covid-19 pandemic. The Bacarito Coffee Shop were taken as respondents. This research used 10 key informants from business, government and academics and 30 customer were collected by accidental method. The data analyzed by using IFE and EFE Matrices and SWOT Analysis. The results indicate that to survive during the pandemic, the coffee shop industry needs to design marketing and product innovation by means of digitalization marketing and innovation on menu design based on millenial consumer preferences.INTISARI            Penelitian ini bertujuan untuk mengidentifikasi lingkungan strategis internal dan eksternal usaha kedai kopi serta menganalisis strategi bertahan kedai kopi di masa pandemi COVID-19. Penelitian ini dilakukan pada salah satu kedai kopi di Kota Padang yang terdampak selama pandemi yakni “Bacarito Kopi”. Penelitian ini menggunakan 10 orang key informant dan 30 responden yang dipilih secara aksidental. Analisis data dilakukan dengan menggunakan matrik IFE dan EFE serta analisis SWOT. Hasil analisis menunjukkan bahwa untuk bertahan di masa pandemi, usaha coffee shop harus berani melakukan inovasi pemasaran dan inovasi produk dengan melakukan digitalisasi marketing dan menawarkan menu yang sesuai dengan preferensi selera konsumen milenial.
Co-Authors Fitriana, Widya Vonny Indah Mutiara