CD Tesis

Analisis Marketing Strategic dengan Metode Business Model Canvas (BMC) Pada Coffee Shop Di Kota Pekanbaru

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This research aims to analyze Strategic Marketing using the Business Model Can-vas (BMC) method in coffee shops in Pekanbaru City. This research uses Mixed Methods with the Research Sequential Explonatory Design technique. The method used in this research uses a non-probability sampling technique with a purposive sampling technique. This research examined 260 samples of coffee shops in Pek-anbaru using SEM. The results of this research explain that coffee shop owners al-ready understand the concept of the business model canvas (BMC). The findings reveal that respondents tend to be very focused on opportunities by doing innova-tive and creative things but are less customer-oriented. Having the ability to make clear, simple and non-financial plans will provide time effectiveness and financially will be more efficient in operational costs so that it will provide an increase in stra-tegic marketing. Respondents have reflected an innovative and creative attitude in creating new opportunities in strategic marketing development. The existence of a proactive Entrepreneurial Marketing brush in creating new opportunities increases the use of business model canvas (BMC) tools in developing strategic marketing. As well as analysis of the business model canvas (BMC) in coffee shops in Pekanbaru City through a case study of the Kedai Clovvee coffee shop, it shows that coffee shops in Pekanbaru City use a differentiation strategy with digital communication media such as social media.
Key words: Strategic Marketing, Business Model Canvas (BMC), Entrepreneurial Marketing, and coffee shop

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2010241793

Penerbit

Pekanbaru : Universitas Riau Pascasarjana Tesis Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2010241793

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

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