ANALISIS STRATEGI KOMUNIKASI PEMASARAN DALAM PERSAINGAN CAFÉ DI KOTA PALEMBANG (Studi Pada Beska Bean 45 Palembang)

PANGARIBUAN, NANDA MARULI and Thamrin, M. Husni and Yogsunandar, Harry (2024) ANALISIS STRATEGI KOMUNIKASI PEMASARAN DALAM PERSAINGAN CAFÉ DI KOTA PALEMBANG (Studi Pada Beska Bean 45 Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

The increase in the number of players in the same field, competition between similar companies is getting tighter so that it requires one of the keys to excel in the competition. Many business actors create their own opportunities by opening business ventures, which can be seen from the large number of MSMEs in Indonesia today. So companies are required to do various ways so that they can increase competitiveness and meet market needs so that they can compete with other companies. This study is to analyze the marketing strategy through the 7P Beska Bean 45 marketing mix in facing the coffee shop business competition in Palembang City. The type of research in this study is qualitative descriptive analysis. Qualitative descriptive research used in this study, namely the researcher conducted a description and the methods used in this study were the Marketing Mix, SWOT Matrix, and Space Matrix. This was done in order to find out directly the Beska Bean 45 marketing strategy in facing the coffee shop business competition in Palembang City in facing business competition through the facts obtained. To obtain this data, the researcher used interview and observation techniques. The results of the study found that overall, the most dominant aspects that are profitable and able to win the competition between Beska Bean 45 businesses are the product and price aspects. Quality products at affordable prices create their own promotions for Beska Bean 45 through word of mouth, so that Beska Bean 45 is known to almost all people in Palembangn City. The results of the researcher's analysis using the Space Matrix show that Beska Bean 45's position is in Quadrant 1. Evidence of Beska Bean 45's success can be felt by maintaining the quality of the taste and aroma of the product and the loyalty of its customers. Keywords: Marketing Mix, Marketing Strategy, Space Matrix, SWOT Matrix

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran Pemasaran, Matriks SWOT, Matrik Space, Strategi Pemasaran
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Nanda Maruli Pangaribuan
Date Deposited:	03 Feb 2025 07:47
Last Modified:	03 Feb 2025 07:47
URI:	http://repository.unsri.ac.id/id/eprint/167396

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