FAJRIATI, RAINA SABRINA (2022) ANALISIS STRATEGI PEMASARAN KOPI LUWAK MATARAM DI BANGUNTAPAN BANTUL PADA MASA PANDEMI COVID-19. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
Analisis Strategi Pemasaran Kopi Luwak Mataram di Banguntapan Bantul
pada Masa Pandemi Covid-19
Oleh: Raina Sabrina Fajriati
Dibimbing Oleh: Siti Hamidah dan Budiarto
ABSTRAK
Pandemi Covid-19 memberikan dampak serius tidak hanya pada kesehatan,
tetapi juga perekonomian. Berbagai sektor seperti perindustrian, pariwisata,
UMKM, dan jasa merasakan dampak turunnya permintaan. Kopi Luwak Mataram
sebagai salah satu agroindustri yang bergerak di bidang pengolahan kopi luwak juga
merasakan dampak yang sama. Penelitian ini bertujuan untuk (1) Mengidentifikasi
kekuatan, kelemahan, peluang, dan ancaman yang dimiliki oleh Kopi Luwak
Mataram di masa pandemi Covid-19. (2) Menganalisis strategi terbaik dalam
memasarkan produk di Kopi Luwak Mataram agar mampu menaikkan penjualan di
masa pandemi Covid-19. Metode dalam penelitian ini menggunakan metode
deskriptif. Metode penentuan responden menggunakan metode purposive
sampling. Data yang digunakan adalah data primer dan data sekunder. Data
dikumpulkan melalui wawancara, observasi, dan dokumentasi. Wawancara
dilakukan kepada empat responden yaitu Manajer, Accounting, Marketing, dan
staff. Teknis analisis dalam penelitian ini menggunakan Matrik Internal-Eksternal,
SWOT dan QSPM. Hasil penelitian menunjukkan bahwa 1) Kekuatan utama Kopi
Luwak Mataram yaitu memiliki produk yang berkualitas, kelemahan utama belum
adanya rekanan tetap untuk bekerja sama melakukan penjualan ke konsumen
mancanegara, dengan peluang utama masyarakat lebih memilih kafe dengan area
outdoor, dan ancaman utama yaitu turunnya daya beli masyarakat. 2) Strategi
pemasaran terbaik yang dapat diterapkan yaitu penetrasi pasar dengan memberikan
promo harga bundling menu makanan dan minuman untuk dine-in dan
meningkatkan kegiatan promosi di sosial media melalui kerja sama dengan
influencer lokal bidang kuliner di Yogyakarta.
Kata kunci : Strategi Pemasaran, Kopi Luwak, Pandemi Covid-19, Analisis
Strength Weakness Opportunity Threat (SWOT)Analysis of the Marketing Strategy for Kopi Luwak Mataram
in Banguntapan Bantul during the Covid-19 Pandemic
By: Raina Sabrina Fajriati
Guided by: Siti Hamidah dan Budiarto
ABSTRACT
The COVID-19 pandemic has had a serious impact not only on health, but also on
the economy. Various sectors such as industry, tourism, UMKM, and services felt
the impact of falling demand. Kopi Luwak Mataram as one of the agro-industry
engaged in the processing of civet coffee also felt the same impact. This study aims
to (1) identify the strengths, weaknesses, opportunities, and threats possessed by
Kopi Luwak Mataram during the Covid-19 pandemic. (2) Analyzing the best
strategy in marketing products at Kopi Luwak Mataram in order to be able to
increase sales during the Covid-19 pandemic. The method in this study used a
descriptive method. The method of determining respondents using a purposive
sampling method. The data used are primary data and secondary data. Data were
collected through interviews, observation, and documentation. Interviews were
conducted with four resource persons, namely Manager, Accounting, Marketing,
and staff. Technical analysis in this study using SWOT and QSPM analysis. The
results of the study show that 1) Kopi Luwak Mataram has the main strength of
quality products, the main weakness is the lack of permanent partners to work
together to sell to foreign consumers, with the main opportunity for people to prefer
cafes with outdoor areas, and the main threat is the decline in people's purchasing
power . 2) The best marketing strategy that can be applied is market penetration by
providing promo’s price for bundling food and beverage menus for dine-in and
increasing promotional activities on social media through collaboration with local
influencers in the culinary field in Yogyakarta.
Keywords: Marketing Strategic, Civet Coffee, Covid-19 Pandemic, Analysis
Strength Weakness Opportunity Threat (SWOT)
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Strategi Pemasaran, Kopi Luwak, Pandemi Covid-19, Analisis |
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Faculty of Medicine, Health and Life Sciences > School of Biological Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 07 Jan 2022 05:47 |
| Last Modified: | 01 Sep 2022 01:06 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/27707 |
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