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Abstract

Nowadays, consumers visit cafes or coffee shops not only for consumption purposes, but also as a place to spend free time, hold work meetings and meet with relatives. This phenomenon has created intense competition and given rise to various problems, one of which is related to the Kafe DR. Koffie Cafe. Problems faced by DR. Koffie Cafe includes unstable sales fluctuations and a decrease in buying interest from the public. In this research, the analysis method used is SWOT (Strengths, Weaknesses, Opportunities, Threats) with DR. Koffie Cafe consumers. The results of the SWOT analysis show that DR. Koffie Cafe is in quadrant I, which is a very favorable situation. In this quadrant, DR. Koffie Cafe has opportunities and strengths that can be exploited. Therefore, DR. Koffie Cafe needs to implement a strategy that supports aggressive growth (Growth-oriented strategy) to achieve the sales targets that have been set.

Keywords

Marketing Mix Sales Target Café SWOT

How to Cite

Citation Format
Pratama, A. J., & Rachman, M. E. (2023). Analisis Marketing Mix Terhadap Target Penjualan Kafe DR. Koffie. Jurnal EMT KITA, 7(4), 1258-1265. https://doi.org/10.35870/emt.v7i4.1640

References

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Author Biographies

Agung Jhoniko Pratama, Universitas Bandar Lampung

Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia

Muhamad Emil Rachman, Universitas Bandar Lampung

Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia

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Copyright (c) 2023 Agung Jhoniko Pratama, Muhamad Emil Rachman

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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