ANALISIS PASAR DAN STRATEGI PEMASARAN PENJUALAN KOPI UNTUK MENINGKATKAN VOLUME PENJUALAN KOPI ANANDA DI KOTA LUBUKLINGGAU

PERMATA, ELVIRA DWI and Lifianthi, Lifianthi (2023) ANALISIS PASAR DAN STRATEGI PEMASARAN PENJUALAN KOPI UNTUK MENINGKATKAN VOLUME PENJUALAN KOPI ANANDA DI KOTA LUBUKLINGGAU. Undergraduate thesis, Sriwijaya University.

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Abstract

The aims of this research are (1) to analyze the problems market affecting the marketing of coffee products in the Kopi Ananda SMEs. (2) to calculate the income of Kopi Ananda SMEs. (3) to knowing efforts in implementing old strategy to increase salses volume and to knowing the marketing strategy used of Kopi Ananda SMEs Lubuklinggau in increasing sales volume. Data collection was carried out in November 2022. The data collection method used by the survey method. This data retrieval was carried out by conducting interviews with the Kopi Ananda SMEs, coffee supplier Gudang Asma and consumers of Kopi Ananda SMEs. The sample used in this study was 30 respondents from coffee partner and consumen. The results of analysis are that SMEs Kopi Ananda experienced a decrease in sales due to a decrease in market demand, so SMEs Kopi Ananda make efforts – efforts analyzed with 4P, namely on SMEs Kopi Ananda innovations – product innovations such as adding flavor variants, the price of coffee Ananda makes efforts to increase the price and add price variations, at the place where SMEs Kopi Ananda not only sell at their own stores but also sell at grocery stores and partners from SMEs Kopi Ananda, On the SME promotion Kopi Ananda promoted on social media, participated in pameranthe exhibition and became a sponsor in the race. SMEs Kopi Ananda earn Rp21.204.000,00 moth. SMEs Kopi Ananda continue to use the ol strategy by maintaining the right quality and strategy so that SMEs Kopi Ananda can increase their salesvolume by using ST strategies

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	kopi hitam, strategi pemasaran, UMKM Kopi.
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General) S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Elvira Dwi Permata
Date Deposited:	29 Mar 2023 02:34
Last Modified:	29 Mar 2023 02:34
URI:	http://repository.unsri.ac.id/id/eprint/91773

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