STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN KOPI PADA CV. BOLA DUNIA LAHAT SUMATERA SELATAN

ELINDAH, DINDA and Thirtawati, Thirtawati (2022) STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN KOPI PADA CV. BOLA DUNIA LAHAT SUMATERA SELATAN. Undergraduate thesis, sriwijaya university.

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Abstract

The purpose of this research are (1) to describe the coffee processing business in CV. Bola Dunia Lahat. (2) to analyze external and internal factors that affect coffee sales in CV. Bola Dunia Lahat. (3) to analyze the marketing strategy applied by CV. Bola Dunia Lahat in increasing the volume of coffee sales. This research was conducted at CV. Bola Dunia, Lahat Regency by taking research respondents and submitting a list of questions to manager of CV. Bola Dunia, coffee consumers and the Department of Industry and Trade of Lahat Regency. Data collection methods were carried out through in-depth interviews, field observations, and filling out questionnaires. This location determination was carried out purposively by considering that Lahat Regency is the center of coffee production and the third largest land area in South Sumatra besides that CV. Bola Dunia is the largest coffee industry in Lahat Regency which has existed since 1980. Data collection was carried out in December 2021. The steps of process a coffe in CV. Bola Dunia Lahat consist of drying coffee beans, roasting, cooling roasted beans, grinding roasted coffee beans, and packaging coffee. The results of the SWOT analysis on the SWOT diagram show that the efforts of CV. Bola Dunia Lahat is in quadrant II, which is to support a diversification strategy through product expansion or additions to increase company profitability through product innovation by utilizing technology. The results of the SWOT matrix show that CV. Bola Dunia Lahat should implement an alternative ST (Strength-Threats) strategy by utilizing machine technology to optimize production, innovate products to be competitive, and use information technology in marketing during a pandemic. keywords: coffee, marketing, sales volume, swot analysis.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	penjualan, kopi, pemasaran
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	DINDA ELINDAH
Date Deposited:	06 Apr 2022 01:17
Last Modified:	06 Apr 2022 01:17
URI:	http://repository.unsri.ac.id/id/eprint/68562

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