STRATEGI PEMASARAN USAHA MIKRO KECIL MENENGAH DALAM MENINGKATKAN DAYA SAING (STUDI KASUS WARUNG KOPI DOTTORO JALAN TINUMBU MAKASSAR)
DOI:
https://doi.org/10.33477/eksy.v6i1.7326Abstrak
Marketing strategies are essential to apply in all areas related to business. Without marketing, the business you run will not develop rapidly. This research aims to determine the marketing strategy carried out by the Dottoro coffee shop business to increase sales. This research is descriptive research using a qualitative approach. The informant was chosen deliberately, namely the owner of the Dottoro coffee shop. Data collection procedures used in research include observation, interviews, and documentation. The data obtained was analyzed using SWOT analysis. Based on the research results, show that the strategy implemented by the Dottoro coffee shop business in Jalan Tinumbu Makassar, South Sulawesi Province is in quadrant one, namely Aggressive (growth-oriented strategy), which is a very profitable situation with implementation through Marketing Strategy. The coordinates of point x are the IFAS strategy coordinates with a coordinate point obtained, namely 3.45. In contrast, the coordinates of point y are the coordinates of the EFAS strategy with a coordinate point obtained, namely 3.06. The strategy that needs to be improved in the coffee shop business is to maintain the reputation of the Dottoro coffee shop by serving local specialty coffee. The availability of raw materials will make it easier for the Dottoro Coffee Shop business to expand locations in strategic places.
Keywords: Coffee shop, marketing strategy, SWOT analysis, MSMEs
Referensi
Anwar, D. D., Marhawati, Nurdiana, & Inanna. (2023). Organic Vegetables Business Development Strategy : A Case Study on Deedad Hydroponic Makassar. Open Global Scientific Journal, 02 (01), 37–47.
Elwisam, L. R. (2019). Penerapan Strategi Pemasaran, Inovasi Produk Kreatif Dan Orientasi Pasar Untuk Meningkatkan Kinerja Pemasaran UMKM. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(2), 277–286. https://doi.org/10.36352/j-pis.v2i1.510
Irawati, R., & Prasetyo, I. B. (2020). Pemanfaatan Platform E-Commerce Melalui Marketplace Sebagai Upaya Peningkatan Penjualan Dan Mempertahankan Bisnis Di Masa Pandemi (Studi Pada Umkm Makanan Dan Minuman Di Malang). Oryz, 114–133.
Jefrizal. (2021). Perkembangan Kedai Kopi Rasa Sedap Di Kota Jambi 1940-2015. S1 Thesis, Ilmu Sejarah.
Marhawati, L. M., Syam, A., & Rakib, M. (2023). Business Development Strategy for Essential Oils Made from Clove Leaves in Luwu Regency South Sulawesi Province. Quest Journals Journal of Research in Agricultural and Animal Science, 10(9), 1–8.
Malik, I., Mustofa, M. S., & Luthfi, A. (2015). MODAL SOSIAL PETANI CENGKEH DALAM MENDUKUNG USAHA PERTANIAN TANAMAN CENGKEH (Studi Kasus di Desa Ketanda Kecamatan Sumpiuh Kabupaten Banyumas). Solidarity: Journal of Education, Society and Culture, 4(1).
Maulana, F. (2022). Strategi Pengembangan Usaha Menengah Fajar Bakery Dalam Menarik Minat Beli Konsumen. Skripsi Universitas Muhammadiyah Sumatera Utara.
Merjani, A., Ningrum, R. O., & Sumarya, E. (2022). Analysis of the Blue Ocean Strategy Engineering Approach to Increase Sales in Business Competition (Case Study at Amati Coffee Batam). Profisiensi: Jurnal Program Studi Teknik Industri, 10(2), 163–174.
https://doi.org/10.33373/profis.v10i2.4598
Najib, M., Jannah, M., & Syam, A. (2024). MARKETING STRATEGY FOR MICRO SMALL AND MEDIUM ENTERPRISES AT 777 SWEET FRUIT SHOPS IN GOWA DISTRICT. Economic and Business Journal /ECBIS, 2(2), 159–168.
Oktapia, R., & Afriyadi, R. (2021). Analisis Strategi Pemasaran Katering Pada Kedai Reumbay di Nagrak Cibadak Kabupaten Sukabumi. Administrasi Bisnis, 3, 64–72.
Pritandhari, M. (2015). Analisis Faktor-Faktor Yang Mempengaruhi Loyalitas Pelanggan dan Dampaknya Terhadap Keunggulan Bersaing (Studi Pada Bmt Amanah Ummah Sukoharjo). Promosi (Jurnal Pendidikan Ekonomi), 3(1), 50–60. https://doi.org/10.24127/Ja.V3i1.142
Qurratul Aini, F. O. (2020). Pengaruh Pengetahuan Kewirausahaan, Motivasi Berwirausaha dan Lingkungan Keluarga Terhadap Minat Berwirausaha Mahasiswa Fakultas Komunikasi dan Bisnis Telok University. Ilmiah Ekonomi Dan Bisnis, 17(2), 151–159.
Rangkuti, F. (2016). Analisis SWOT: Teknik Membedah Kasus Bisnis Cara Perhitungan Bobot, Rating, dan OCAI Cetakan Kedua Puluh Empat. Jakarta: PT Gramedia Pustaka Utama.
Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Thalita, D., Fariha Diva, A., Mohammad, W., Riset, P., Advantia, I., Chishiki, P.T., & Indonesia, N. (2023). SWOT Analysis as a Strategic Foundation for Business Growth of De Buruan House – Food and Coffee Shop. Himeka: Journal of Interdisciplinary Social Sciences, 1(1), 39–47.
Thufail, A, A., Ihsan, & Mujahid, L. M. A. (2022). Analisis Karakteristik Lokasi Warung Kopi di Kota Makassar. Jurnal WKM, 10(2), 170–176.
Turner, S., & Endres, A. (2017). Strategies for Enhancing Small Business Owners’ Success Rates. International Journal of Applied Management and Technology, 16(1), 34–49. https://doi.org/10.5590/ijamt.2017.16.1.03
Utami, E., Tidar, M., & Sudarmaji. (2022). Business Strategy Formulation Using the Swot Method for Rona Coffee. International Journal of Economics, Business and Management Research, 06 (07), 316–335. https://doi.org/10.51505/Ijebmr.2022.6722
Widawati, C. D., Sebayang, K. D. A., & M, S. (2022). Business Development Strategy of Small and Medium Enterprises During Covid-19 Condition in the Coffee Shop Culinary Industry Sector in Bogor City. Marginal : Journal of Management, Accounting, General Finance and International Economic Issues, 1(4), 65–78. https://doi.org/10.55047/marginal.v1i4.298
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2024 Marhawati Najib
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
