Strategi Bauran Pemasaran Coffee shop di Kota Jambi

Sandi, Selvi Aulia (2021) Strategi Bauran Pemasaran Coffee shop di Kota Jambi. S1 thesis, Universitas Jambi.

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Abstract

There are many coffee shops appearing in Jambi City those made up the opportunities to develop the business as well as the improvement the acceptance and consumer’s satisfaction. This research aimed to 1) identificated and analyze the strategy of marketing mix at coffee shops, 2) to identification the effects of the marketing mix carried out on customers satisfaction at coffee shop in Jambi City, 3) and develop alternative strategies that can be applied in marketing coffee in a coffee shop business. Methods that have been applied in this research are survey method and Analytical Hierarchy Process (AHP). This method is used to determine the weight of each factor and subfactors as the elements of marketing mix strategy formulation. Distribution of questionnaires was carried out at three coffee shops (V, W, and Y) determined by purposive sampling method having of 100 respondens. Based on the research, coffee shops in Jambi city have implemented marketing activities that can be analyzed through the 7P marketing mix, namely product, price, promotion, place, people, process, and physical evidence. Each marketing mix has different sub-mix criteria. It can be seen the score coefficient of determination 66,7% and the rest is influenced by other variables. Place (0.1303) and process (0.3780) have positive but not significant influence while product (0.0079), price (0.0077), promotion (0.0445), people (0.0475) and physical evidence (0.0366) significant influence to buying decision at coffee shops in Jambi City. The priority in marketing mix strategy are product, process, price, people, promotion, place, and physical evidence with the weight 0.282, 0.230, 0.207, 0.117, 0.082, 0.042, 0.040 respechively.

Type:	Thesis (S1)
Uncontrolled Keywords:	Coffee shop, marketing performance, marketing mix, consumer satisfaction
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	SANDI
Date Deposited:	21 Feb 2022 03:41
Last Modified:	21 Feb 2022 03:41
URI:	https://repository.unja.ac.id/id/eprint/31394

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