STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN KOPI DURIAN PADA UMKM KOPI ANANDA DI KOTA LUBUKLINGGAU

SEPTIANA, ANISAH and Thirtawati, Thirtawati (2022) STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN KOPI DURIAN PADA UMKM KOPI ANANDA DI KOTA LUBUKLINGGAU. Undergraduate thesis, Sriwijaya University.

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Abstract

The aims of this research are (1) to describe the description of what businesses exist in the Kopi Ananda SMEs, (2) to describe the internal and external factors that influence the marketing of durian coffee products at the Kopi Ananda SMEs. (3) to analyze the marketing strategy used by the owner of Kopi Ananda SMEs Lubuklinggau in increasing sales volume. This research was conducted at Kopi Ananda SMEs Lubuklinggau. The research location was chosen based on the consideration that Kopi Ananda is one of the pioneering SMEs that produce durian coffee. This data retrieval was carried out by conducting interviews with the Kopi Ananda SMEs, related government agencies and consumers of durian coffee at Kopi Ananda SMEs. Kopi Ananda is one of the coffee SMEs in Lubuklinggau City which has existed since 2004. Several factors, both internal and external factors that impact the marketing process, influenced the durian coffee production process. This study resulted in a strategic design that will be applied to the Kopi Ananda SMEs to increase the sales volume of durian coffee. The strategy that will increase the marketing volume of durian coffee at Kopi Ananda SMEs occupies quadrant II with the ST strategy, so Kopi Ananda SMEs has the power to overcome threats by diversifying and innovating, namely promoting maximally by advertising in all media, both in the mass media and social media, maintaining quality production and ensuring product quality, increasing resellers and business partners, and using modern tools and machines. Keywords: Durian Coffee, Marketing strategy, UMKM Coffee.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kopi Durian, Strategi pemasaran, UMKM Kopi.
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	ANISAH SEPTIANA
Date Deposited:	06 Apr 2022 01:24
Last Modified:	06 Apr 2022 01:24
URI:	http://repository.unsri.ac.id/id/eprint/68551

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