CD Skripsi

Implementasi strategi bauran pemasaran dalam rangka meningkatkan volume penjualan produk es kopilu pada chinoss secondhome Pekanbaru

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Competition in the culinary business, especially coffee shops, demands the right marketing strategies for the business to survive and thrive. Chinoss Coffee Space is one of the popular coffee shops in Pekanbaru, with a second outlet called Chinoss secondhome. The purpose of this research is to determine the implementation strategies of the 4P marketing mix (product, price, place, promotion) and their influence on increasing sales of Es Kopilu products. The research uses a descriptive qualitative method with informants consisting of the owner, baristas, employes, and consumers. The research results show that in terms of product, Chinoss secondhome offers a variety of Es Kopilu with maintained quality and consistency of flavor. From a pricing perspective, the determination is based on taste quality, the production cost of the beans, and market segmentation. The aspect of place is realized thru the concept of "homeliness," which is comfortable for consumers. For promotion, the Instagram social media platform is used for operational information, promotions, and events, while offline, word of mouth is relied upon. In conclusion, the 4P strategy plays an important role in increasing sales of Es Kopilu Chinoss secondhome.


Keywords : Marketing Mix, Coffeeshop, Marketing Strategy

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101134501

Penerbit

Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101134501

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ADMINISTRASI BISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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