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primary topic: ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG

ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG
type: Thesis
type: Article
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.
date: 2026-01-19
status: published
creator: Adelia Rachmawaty
author list: authors
THS: Ari Tresna Sumantri
THS: Ahmad BukharI
type: EPrint
type: ThesisEPrint
is part of: repository
has document: ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG (Text)
subject: AS Academies and learned societies (General)
subject: HB Economic Theory
subject: HF Commerce

ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG (Text)
type: Document
has file: Adelia Rachmawaty_4441210133_Full Text.pdf
has part: Adelia Rachmawaty_4441210133_Full Text.pdf

ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG (Text)
type: Document
has file: Adelia Rachmawaty_4441210133_Cover sd Bab 1 + Daftar Pustaka.pdf
has part: Adelia Rachmawaty_4441210133_Cover sd Bab 1 + Daftar Pustaka.pdf

ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG (Text)
type: Document
has file: Adelia Rachmawaty_4441210133_02.pdf
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ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG (Text)
type: Document
has file: Adelia Rachmawaty_4441210133_03.pdf
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ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG (Text)
type: Document
has file: Adelia Rachmawaty_4441210133_04.pdf
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ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG (Text)
type: Document
has file: Adelia Rachmawaty_4441210133_05.pdf
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ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG (Text)
type: Document
has file: Adelia Rachmawaty_4441210133_Daftar Pustaka.pdf
has part: Adelia Rachmawaty_4441210133_Daftar Pustaka.pdf

ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG (Text)
type: Document
has file: Adelia Rachmawaty_4441210133_Lampiran.pdf
has part: Adelia Rachmawaty_4441210133_Lampiran.pdf

UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

AGRIBISNIS, UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

Adelia Rachmawaty
type: Person
given name: Adelia
family name: Rachmawaty

Ari Tresna Sumantri
type: Person
given name: Ari Tresna
family name: Sumantri

Ahmad BukharI
type: Person
given name: Ahmad
family name: BukharI

FAKULTAS PERTANIAN
type: Organization

JURUSAN AGRIBISNIS
type: Organization

HTML Summary of #57278 ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG
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primary topic: ANALISIS STRATEGI PEMASARAN COFFEE SHOP KULUMANU KOPI KOTA TANGERANG

AS Academies and learned societies (General)
type: Concept

HB Economic Theory
type: Concept

HF Commerce
type: Concept