Analisis Strategi Pemasaran: Kualitas Pelayanan untuk Meningkatkan Jumlah Pengunjung pada Warkop Borneo Jember

Abstract

This study aims to analyze the right marketing strategy for Warkop Borneo in Jember through a SWOT analysis approach. The main focus of this study is to identify: (1) factors that are internal strengths and weaknesses, (2) factors that are external opportunities and threats, and (3) appropriate strategies to be implemented in marketing coffee products and coffee shop services based on a combination of internal and external factors. The research method used is a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The data obtained were analyzed using the IFAS (Internal Factor Analysis Summary) Matrix, EFAS (External Factor Analysis Summary), and continued with the preparation of the SWOT Matrix to formulate alternative marketing strategies. The results of the study indicate that the main strengths of Warkop Borneo include consistent coffee quality, strategic location, and friendly service. Meanwhile, weaknesses include limited capital, minimal product variation, and lack of marketing staff. Opportunities that can be utilized include trends in coffee lover communities, healthy lifestyles, and digital technology, while threats include tight competition and fluctuations in raw material prices. The recommended strategy is brand strengthening through digital campaigns, product innovation, and customer community development, supported by increasing HR capacity and continuous market monitoring.

Keywords

Marketing Strategy; SWOT Analysis; Warkop Borneo; IFAS; EFAS; Jember