Analisis Strategi Pemasaran Coffee Shop Moja Kitchen Menggunakan Pendekatan SWOT dan Integrasi Metode Analytic Hierarchy Process dalam QSPM

Fauzan Nizami

doi:10.61132/jimakebidi.v1i1.31

Authors

Fauzan Nizami

DOI:

https://doi.org/10.61132/jimakebidi.v1i1.31

Keywords:

Coffee Shop Moja Kitchen, SWOT, Analytic Hierarchy Process, QSPM, marketing strategy.

Abstract

This study analyzes the marketing strategy used by Coffee Shop Moja Kitchen through the SWOT (Strengths, Weaknesses, Opportunities, Threats) approach and the integration of the Analytic Hierarchy Process (AHP) method in QSPM (Quantitative Strategic Planning Matrix). The analysis was carried out to understand the competitive position of coffee shops in the market and formulate effective marketing strategies. The analysis results show that Moja Kitchen has strengths in unique customer experiences and high-quality products, but also faces challenges in competition with similar competitors and the need to increase brand visibility. The integration of the AHP method in QSPM provides a comprehensive framework for evaluating alternative marketing strategies and identifying priority actions needed to improve the marketing performance of Moja Kitchen Coffee Shop.

Downloads

Download data is not yet available.

References

A. Parasuraman, V. A. (2011). A Conceptual Model of Service Quality and Its Implication for Future Reaserch. Service Quality, 2015-220

Agroindustri. Volume 5 (1) : 46-53.

Baroto, T., & Purbohadiningrat, C. (2014). Analisis Strategi Pengembangan Bisnis Ppob Kipo Menggunakan Analisis SWOT dan QSPM. Jurnal Teknik Industri

Kustiyono, K. (2023). Marketing Strategy of Msme Products Through the use of Digital Marketing in Duck Breakers in Pringapus District, Semarang District. ProBisnis: Jurnal Manajemen, 14(3), 269-278.

Kustiyono, K. (2023). Perancangan Sistem Informasi Pembayaran Angsuran Kredit Kendaraan Berbasis Multiuser Pada Yamaha Langgeng Motor Ungaran. Jurnal Multimedia dan Teknologi Informasi (Jatilima), 5(02), 115-120.

Kustiyono, K., & Manongga, D. (2023). The Influence of Technology Support, Digital Literacy, and Virtual Team Leadership on Maya Team Collaboration. Jurnal Penelitian Pendidikan IPA, 9(10), 8210-8216.

Kustiyono, K. (2023). Developing Management Information System for Problem-Check-List (DCM) Instrumentation Management to Support Counseling Guidance Teacher Work Program at SMA Negeri 1 Ambarawa, Semarang Regency. Instal: Jurnal Komputer, 15(02), 320-333.

Wibowo, A., & Pratama, A. (2024). Analisis Kesamaan Gambar Menggunakan Metode Ekstraksi Fitur. Jurnal Informatika dan Kesehatan, 1(1), 43-54.

Daengs, G. S. A., Istanti, E., Negoro, R. M. B. K., & Sanusi, R. (2020). The Aftermath of Management Action on Competitive Advantage Through Proccess Attributes at Food and Beverage Industries Export Import in Perak Harbor of Surabaya. International Journal Of Criminology and Sociologi, 9, 1418–1425.

Fariz, 2010. Rancang Bangun Aplikasi Pendukung Keputusan Spesifikasi Komputer Dengan Metode AHP pada Divisi CHIP Lab PT. Prima Info

Glueck,William F.dan Jauch,2012 Lawrence R. Manajemen Strategis dan Kebijakan Perusahaan. Jakarta: Erlangga.

Istanti, Enny, et al.2021. The Effect of Job Stress and Financial Compensation Toward OCB And Employee Performance. Jurnal Media Mahardika Vol. 19 No. 3, Hal. 560-569.

Istanti, Enny,et al. 2020. Impact Of Price, Promotion and Go Food Consumer Satisfaction In Faculty Of Economic And Business Students Of Bhayangkara University Surabaya, Jurnal EKSPEKTRA Unitomo Vol.IV No. 2, Hal. 104-120.

Iwa Soemantri, Asep et al. 2020. Entrepreneurship Orientation Strategy, Market Orientation And Its Effect On Business Performance In MSMEs. Jurnal EKSPEKTRA Unitomo Vol. IV No. 1,Hal. 1-10.

Rina Dewi, et al. 2020. Internal Factor Effects In Forming The Success Of Small Businesses. Jurnal SINERGI UNITOMO, Vol. 10 No. 1, Hal. 13-21.

Sarana Media. Skripsi. UNIKOM. Bandung.

Setyorini, Hanny., Mas’ud Effendi., Imam Santoso. 2016. Analisis Strategi Pemasaran Menggunakan Matriks SWOT dan QSPM (Studi Kasus Restoran WS. Soekarno Hatta Malang). Jurnal Teknologi dan Manajemen

Tajalli A, Wiradityo C, dan Wijaya IM. 2012. Reptil Taman Nasional Bukit Baka Bukit Raya dan Pemanfaatannya Secara Tradisional oleh Masyarakat Dayak. Kalimantan Barat. Program Kreatifitas Mahasiswa. Depertemen Konservasi Sumberdaya Hutan.

Wijayanti, Dian. 2014. Uji Kadar Protein Dan Organoleptik Daging Sapi Rebus Yang Dilunakkan Dengan Sari Buah Nanas (Ananas Comosus). Skripsi. Fakultas Keguruan dan Ilmu Pendidikan Universitas Muhammadiyah, Surakarta.