ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG

Rachmawaty, Adelia (2026) ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to analyze the marketing strategy of Kulumanu Kopi Coffee Shop in Tangerang City in facing the increasingly intense competition in the coffee shop industry. The research focuses on identifying internal and external factors influencing the business sustainability as well as formulating appropriate marketing strategies. A descriptive qualitative method was employed with purposive sampling, while data analysis was conducted using IFE, EFE, IE, SWOT, and QSPM matrices.The results show that Kulumanu Kopi’s internal factors scored 2.90696, with the main strength being active social media engagement, while the primary weakness was inconsistent service quality. External factors scored 2.92048, with the main opportunity being the utilization of digital platforms and the main threat coming from economic conditions and consumer purchasing power. The IE matrix positioned Kulumanu Kopi in cell V (“Hold and Maintain”), suggesting strategies such as market development, improvement of product and service quality, and continuous innovation.Based on the SWOT and QSPM analysis, the prioritized strategies include developing the Kulumanu To-Go concept, adapting to the latest trends, creating seasonal signature menus, and expanding digital marketing efforts. This research is expected to provide strategic recommendations for Kulumanu Kopi’s management to strengthen competitiveness and maintain its position in the market.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Sumantri, Ari Tresna	196709062001121001
Thesis advisor	BukharI, Ahmad	197103092005011003

Subjects:

A General Works > AS Academies and learned societies (General)
A General Works > AS Academies and learned societies (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce

Divisions:

04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis

Depositing User:

Adelia Rachmawaty Rachmawaty

Date Deposited:

20 Jan 2026 04:42

Last Modified:

20 Jan 2026 04:42

URI:

http://eprints.untirta.ac.id/id/eprint/57278

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