JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Strategi Pengembangan Usaha Melalui Diversifikasi Produk dan Store Atmosphere Dalam Meningkatkan Volume Penjualan Coffee Shop Renjana

Basit, Abdul (Unknown)
Bahri Dg. Parani, Syamsul (Unknown)
Zahara, Zakiyah (Unknown)
Zeylo Auriza, Mohammad (Unknown)

Article Info

Publish Date
03 Jan 2026

Abstract

This study aims to analyze business development strategies through product diversification and store atmosphere in increasing the sales volume of Renjana coffee shops. The methods used are mixed methods through interviews, observations, documentation, word clouds, and mean value analysis of 60 respondents. The results show that product diversification and store atmosphere received excellent ratings, supported by the dominance of positive words in the word cloud. Sales data increased from a stagnant range of 46%-54% to 70%-97% after the strategy was implemented. These findings confirm that both strategies are effective in creating a positive consumption experience and increasing Renjana's sales volume.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...