relation: https://eprints.untirta.ac.id/49407/
title: ANALISIS STRATEGI PEMASARAN KOPI BUBUK ROBUSTA (Suatu Kasus Pada UMKM Kopi Dadaman Desa Citaman Kecamatan Ciomas Kabupaten Serang)
creator: THEODORA, FERA CESILIA
subject: S Agriculture (General)
description: The increasing trend of coffee consumption in society is an opportunity for Kopi Dadaman MSMEs to develop robusta ground coffee product. Business competition is currently getting tougher because there are many competitors selling similar products. This causes Kopi Dadaman have to develop a new strategy to maintain its business, causing management to need alternative marketing strategy for taking advantage the opportunities. This research purposes is to analyze internal and external environment conditions and obtain appropriate alternative marketing strategy. The methods used in this research are the IFE Matrix, EFE Matrix, IE Matrix, SWOT Matrix and QSPM. The research results show that there are 10 internal factors (five strengths and five weaknesses) and 6 external factors (three opportunities and three threats). Based on the IE Matrix, the company is positioned in quadrant IV (Grow and Build). The results of the SWOT analysis show that there are 7 alternative strategies that the company can implement. The highest priority strategy based on the QSPM calculations is to increasing product marketing coverage according to the target market, with a score 5.762.
date: 2025-06-10
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/49407/1/FERA%20CESILIA%20THEODORA_4441210128_Fulltext%20Skripsi.pdf
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identifier: https://eprints.untirta.ac.id/49407/2/FERA%20CESILIA%20THEODORA_4441210128_01.pdf
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identifier: https://eprints.untirta.ac.id/49407/3/FERA%20CESILIA%20THEODORA_4441210128_02.pdf
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identifier: https://eprints.untirta.ac.id/49407/4/FERA%20CESILIA%20THEODORA_4441210128_03.pdf
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identifier: https://eprints.untirta.ac.id/49407/5/FERA%20CESILIA%20THEODORA_4441210128_04.pdf
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identifier: https://eprints.untirta.ac.id/49407/6/FERA%20CESILIA%20THEODORA_4441210128_05.pdf
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identifier: https://eprints.untirta.ac.id/49407/7/FERA%20CESILIA%20THEODORA_4441210128_Referensi.pdf
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identifier: https://eprints.untirta.ac.id/49407/8/FERA%20CESILIA%20THEODORA_4441210128_Lampiran.pdf
identifier:   THEODORA, FERA CESILIA  (2025) ANALISIS STRATEGI PEMASARAN KOPI BUBUK ROBUSTA (Suatu Kasus Pada UMKM Kopi Dadaman Desa Citaman Kecamatan Ciomas Kabupaten Serang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.