ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN UNTUK MENINGKATKAN VOLUME PENJUALAN KEDAI KUBO KOPI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Kedai Kubo Kopi di Bandar Lampung)

Beatricca, ABSTRACT This study aims to analyze the internal and external co (2026) ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN UNTUK MENINGKATKAN VOLUME PENJUALAN KEDAI KUBO KOPI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Kedai Kubo Kopi di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

	PDF Download (2MB)
	PDF Restricted to Repository staff only Download (2MB)

Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis kondisi internal dan eksternal Kedai Kubo Kopi di Bandar Lampung menggunakan pendekatan SWOT serta mengidentifikasi faktor-faktor prioritas dalam strategi pemasaran untuk meningkatkan volume penjualan. Pendekatan kualitatif digunakan melalui wawancara dengan pemilik, karyawan, dan pelanggan untuk menggali data yang relevan. Hasil analisis SWOT menunjukkan bahwa Kedai Kubo memiliki kekuatan pada produk kopi manual brew berkualitas tinggi, harga terjangkau, lokasi strategis, pelayanan ramah, dan desain interior yang menarik. Kelemahannya meliputi variasi produk terbatas, margin keuntungan rendah, ruang terbatas saat jam sibuk, ketergantungan pada promosi digital, dan jumlah staf yang kurang memadai. Peluang yang dapat dimanfaatkan adalah meningkatnya minat masyarakat terhadap kopi berkualitas, potensi kolaborasi dengan influencer, pertumbuhan pasar kopi di Indonesia, serta pemanfaatan media sosial. Ancaman yang dihadapi adalah persaingan dari kedai kopi besar dan franchise, fluktuasi harga bahan baku, perubahan tren konsumsi kopi, dan risiko reputasi akibat promosi yang tidak sesuai. Temuan ini mengindikasikan bahwa Kedai Kubo Kopi perlu memaksimalkan kekuatan dan peluang yang ada, serta mengatasi kelemahan dan memitigasi ancaman untuk meningkatkan volume penjualan secara efektif. ABSTRACT This study aims to analyze the internal and external conditions of Kedai Kubo Kopi in Bandar Lampung using the SWOT approach and identify priority factors in marketing strategies to increase sales volume. A qualitative approach is used through interviews with owners, employees, and customers to obtain relevant data. The results of the SWOT analysis show that Kedai Kubo has strengths in high-quality manual brew coffee products, affordable prices, strategic location, friendly service, and attractive interior design. Its weaknesses include limited product variety, low profit margins, limited space during peak hours, dependence on digital promotions, and inadequate staff. Opportunities that can be utilized are the increasing public interest in quality coffee, potential collaboration with influencers, the growth of the coffee market in Indonesia, and the use of social media. The threats faced are competition from large coffee shops and franchises, fluctuations in raw material prices, changes in coffee consumption trends, and reputation risks due to inappropriate promotions. These findings indicate that Kedai Kubo Kopi needs to maximize existing strengths and opportunities, as well as overcome weaknesses and mitigate threats to increase sales volume effectively. ABSTRACT This study aims to analyze the internal and external conditions of Kedai Kubo Kopi in Bandar Lampung using the SWOT approach and identify priority factors in marketing strategies to increase sales volume. A qualitative approach is used through interviews with owners, employees, and customers to obtain relevant data. The results of the SWOT analysis show that Kedai Kubo has strengths in high-quality manual brew coffee products, affordable prices, strategic location, friendly service, and attractive interior design. Its weaknesses include limited product variety, low profit margins, limited space during peak hours, dependence on digital promotions, and inadequate staff. Opportunities that can be utilized are the increasing public interest in quality coffee, potential collaboration with influencers, the growth of the coffee market in Indonesia, and the use of social media. The threats faced are competition from large coffee shops and franchises, fluctuations in raw material prices, changes in coffee consumption trends, and reputation risks due to inappropriate promotions. These findings indicate that Kedai Kubo Kopi needs to maximize existing strengths and opportunities, as well as overcome weaknesses and mitigate threats to increase sales volume effectively.

Actions (login required)

View Item