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All Journal Indonesian Journal of Business and Entrepreneurship Research
Nur Andini Sudirman
Institut Teknologi Bisnis Nobel Indonesia, Indonesia
Economics, Econometrics & Finance Social Sciences

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Coffee Shop Marketing Strategy Using SWOT Analysis to Increase Business Competitiveness Hery Purnomo; Rully Arifiansyah; Nur Andini Sudirman; Ilma Wulansari Hasdiansa; Sitti Hasbiah
Indonesian Journal of Business and Entrepreneurship Research Vol. 2 No. 1 (2024): Vol. 2, No. 1, January 2024: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

This study aims to assess and analyze whether the marketing strategy carried out by a Coffee Shop called Safehaus for approximately two years (2022-2023) can increase competitiveness. This type of research is descriptive qualitative. The population in this study were the owner and all employees as many as 13 respondents using saturated sampling, which is a sampling technique when all members of the population are used as samples. Data collection techniques were carried out by conducting interviews and questionnaires. While the data analysis technique used is to use SWOT analysis (Strength, Weakness, Oppotunities and Threats) and use the IFAS and EFAS tables. Based on the results of this study, it shows that Coffee Shop is in the first quadrant, namely supporting a growth strategy, this result is very beneficial for the company in increasing its competitiveness because it supports aggressive growth (growth oriented strategy). A business that is in the first quadrant condition is very profitable because it has strengths and can take advantage of opportunities well so that it can make it possible to expand, and achieve maximum progress.
Do Entrepreneurial Competence and Psychological Well-Being Affect Entrepreneurial Interest among Young Entrepreneurs? Arteurt Yoseph Merung; Iradat Rayhan Sofyan; Nur Andini Sudirman; Andika Isma
Indonesian Journal of Business and Entrepreneurship Research Vol. 2 No. 1 (2024): Vol. 2, No. 1, January 2024: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

This study aims to determine whether entrepreneurial competence affects entrepreneurial interest among young entrepreneurs and whether psychological well-being affects the entrepreneurial interest of young entrepreneurs in Makassar City universities. This research uses a quantitative approach. The population in this study is Makassar State University students who have a business at a young age. The sampling technique to be used in this study is nonprobability sampling. By taking a saturated sample type, the sample obtained is 30 people. The data collection techniques used were observation, questionnaires, and documentation. Analysis of research data using descriptive analysis and multiple regression analysis using the SPSS version 26 program. The results showed that the entrepreneurial competence variable partially had a negative and non-significant effect on the entrepreneurial interest of young entrepreneurs at Makassar State University and the psychological welfare variable partially had a positive and significant effect on the entrepreneurial interest of young entrepreneurs at Makassar State University. Simultaneously (together) entrepreneurial competence and psychological well-being have a positive and significant effect on the entrepreneurial interest of young entrepreneurs.
Co-Authors Andika Isma Arteurt Yoseph Merung HERY PURNOMO Ilma Wulansari Hasdiansa Iradat Rayhan Sofyan Rully Arifiansyah Sitti Hasbiah