Please use this identifier to cite or link to this item: https://repository.uksw.edu//handle/123456789/25625
Title: Strategi Promosi Dalam Meningkatkan Volume Penjualan Kopi Babah Kacamata
Authors: Apriani, Valentina
Keywords: Penjuaan;Promosi;Strategi;Kopi Babah Kacamata
Issue Date: 12-Jul-2022
Abstract: Kopi Babah Kacamata merupakan salah satu usaha perseorangan yang bergerak dalam pengolahan biji kopi menjadi kopi bubuk. Produksi kopi bubuk di Kopi Babah Kacamata cukup banyak namun permintaannya yang sedikit. Kopi Babah Kacamata ingin meningkatkan volume penjualan produknya, namun ditemukan kendala dalam hal promosi yang dapat mempengaruhi proses pembelian konsumen. Promosi yang dilakukan melalui periklanan kurang maksimal karena informasi produk yang diberikan tidak lengkap. Promosi yang kurang efektif mengakibatkan informasi mengenai produk tidak tersampaikan dengan baik kepada konsumen. Maka perlu adanya identifikasi strategi promosi Kopi Babah Kacamata untuk meningkatkan volume penjualan. Penelitian ini bertujuan : 1) Mengidentifikasi kekuatan, kelemahan, peluang dan ancaman dalam menjual kopi dari usahaKopi Babah Kacamata. 2) Mengetahui strategi promosi yang mendukung peningkatan volume penjualan kopi di Kopi Babah Kacamata. Pemilihan lokasi penelitian dilakukan secara sengaja (purposive) dengan pertimbangan Kopi babah Kacamata merupakan usaha pengolahan kopi yang sudah berdiri lama di Salatiga akan tetapi pangsa pasar masih berkisar di daerah lokal. Jenis penelitian menggunakan deskriptifkualitatif dengan melakukan wawancara mendalam mengenai kekuatan, kelemahan, peluang dan ancaman (SWOT) Kopi Babah kacamata. Hasil penelitian menunjukan Kopi Babah Kacamata memiliki kekuatan, kelemahan, peluang dan ancaman terkait strategi promosi. Analisis SWOT dari faktor tersebut membentuk strategi baru dalam mendukung peningkatan volume penjualan melalui promosi seperti melakukan pengembangan terhadap penerapan promosi agar mengatasi kelemahan dan ancaman serta memanfaatkan peluang melalui kekuatan yang ada.
Babah Kacamata Coffee is an individual bussiness that produces coffee beans into coffee powder. The production of their coffee powder is more than the demand for it. So, Babah Kacamata Coffee wants to increase the volume of its sales, but there is trouble in its marketing. The marketing that has been done before was by advertising was not maximal because the information about the product was not completed. As the promotion was not effective, the information about the product was not shared enough with the consumer. So, there must be an identification strategy for the promotion of Babah Kacamata Coffee to increase the volume of their sales. The purpose of this research: 1) To find the strength and weakness, opportunity and threats in selling coffee from babah kacamata coffee, and 2) To find the promotion strategy that will increase the volume of their sales. This research is carried out with the purpose ( purposive) of the consideration of Babah Kacamata Coffee which has been a long time producing the coffee beans in Salatiga even though its market is still local. The type of this research is descriptive qualitative with an interview method to find the strengths, weaknesses, opportunities, and threats( SWOT) of Babah Kacamata Coffee. The result of this research shows that the strengths, weaknesses, opportunities, and threats related to the promotion strategy. The factor from SWOT analysis is that to form the new strategy to increase the volume of their sales from the promotion of the development and the implementation of the promotion to overcome weaknesses and threats also take advantage of opportunities through existing strengths.
URI: https://repository.uksw.edu/handle/123456789/25625
Appears in Collections:T1 - Agribusiness

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T1_522017016_Judul.pdf444.13 kBAdobe PDFView/Open
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