ANALISA STRATEGI PEMASARAN UNTUK PENINGKATAN DAYA SAING PADA BISNIS KAFE DI KOTA BUKITTINGGI (STUDI KASUS KAFE TERAS KOTA)
Abstract
Abstract:
This study aims to determine the factors that affect the increasing of the competitiveness in cafes industry in the city of Bukittinggi. The competition for cafes in the city of Bukittinggi is getting tougher because so many new and innovative cafes have sprung up, so that every entrepreneur must know the important aspects to improve the competitiveness of their business. This research uses analysis tools: IFE Matrix, EFE Matrix, SWOT Matrix, and QSP Matrix. The results recommend using the WT1 strategy which has the highest TAS score of 2.39624, strategy by recruiting and providing training to employees so that they can provide excellent products and services.
Keywords: Marketing Strategy, Competitiveness Increasing, IFE Matrix, EFE Matrix, SWOT Matrix, QSP Matrix, Teras Kota Cafe
Abstrak:
Penelitian ini bertujuan untuk mengetahui faktor yang mempengaruhi peningkatan daya saing industri kafe di kota bukittinggi. Persaingan kafe di kota bukittinggi semakin ketat karena bagitu banyak kafe baru yang inovatif bermunculan, sehingga membuat setiap wirausahawan harus mengetahui aspek penting untuk meningkatkan daya saing bisnis mereka. Penelitian ini menggunakan alat analisisa: Matriks IFE, Matriks EFE, Matriks SWOT, dan Matriks QSP. Hasil Penelitian merekomendasikan untuk menggunakan strategi WT1 yang mempunyai skor TAS tertinggi sebesar 2,39624, yaitu dengan merekrut dan memberikan pelatihan kepada karyawan sehingga bisa memberikan produk dan pelayanan yang unggul.
Kata Kunci: Strategi Pemasaran, Peningkatan Daya Saing, Analisis Matrik IFE dan EFE, Analisis Matriks SWOT, Analisis Matrik QSP, Kafe Teras Kota.
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DOI: http://dx.doi.org/10.31958/mabis.v1i1.2835
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