Analisis Strategi Pemasaran Kedai Kopi Nobu Di Masa Pandemi Covid-19

Nusa, Satria Agin (2021) Analisis Strategi Pemasaran Kedai Kopi Nobu Di Masa Pandemi Covid-19. Skripsi thesis, Universitas Kadiri.

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Abstract

Coffee culture has become a new trend for all circles. Not just to unwind, sometimes also to share experiences, do assignments, add insight, and other positive things. In Trenggalek Regency there are lots of coffee shops with various advantages and their respective target markets so that competition cannot be avoided so that each coffee shop has its own strategy in maintaining consumer loyalty and expanding the market. The Covid-19 pandemic has had a profound impact on various sectors. People's purchasing power has decreased, so a special strategy is required to maintain their business. In this study, research was conducted at the Nobu Trenggalek Coffee Shop to find out the strategies carried out in dealing with the Covid-19 pandemic. The purpose of this study is to find out the marketing strategy of the Nobu Coffee Shop during the Covid-19 pandemic when viewed from the marketing mix and SWOT analysis. In this study used the type of qualitative research. Data collection is done by interviewing and observing the informants who have been determined and then carried out marketing mix analysis and SWOT analysis. The results of the study found that the Nobu Coffee Shop did not have a specialty in dealing with the Covid-19 pandemic. The results of the analysis marketing mix which are also the advantages of the Nobu Coffee Shop are a large parking area, distinctive taste quality, proper processing of basic ingredients so as to produce good taste and friendly service are things that keep customers loyal From the results of the SWOT analysis, Nobu Coffee Shop is in quadrant I, which is supporting the Aggressive Strategy. Keywords: Covid-19, Marketing Mix, SWOT Analysis

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi > Prodi Manajemen S1
Depositing User: NR Nurul Huda
Date Deposited: 22 Feb 2022 07:50
Last Modified: 22 Feb 2022 07:50
URI: http://repository.unik-kediri.ac.id/id/eprint/289

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