COFFEE RADIO: MARKETING STRATEGI DAN SWOT ANALYSIS

AMIN SRI RAHAYU, Nur Endah Nugraheni, S.S.,MA.

2013 | Tugas Akhir | D3 BAHASA INGGRIS

Penelitian tugas akhir ini bertujuan untuk memberikan informasi singkat tentang profil Coffee Radio. Tujuan berikutnya adalah untuk mengetahui strategi pemasaran yang digunakan oleh Coffee Radio berdasarkan bauran marketing yang digunakan yaitu 7p. Selain itu, penelitian ini memaparkan jumlah dan pendapat pelanggan tentang place, product, price, promotion, people, physical evidence process dan kritik saran. Metode pengumpulan datanya adalah studi pustaka dan studi lapangan. Untuk studi pustaka, penulis mempelajari buku-buku, majalah dan materi lain dari internet yang memiliki keterkaitan dengan objek penelitian. Dalam studi lapangan, penulis mewawancarai pemilik Coffee Radio. Selain itu, penulis juga mengumpulkan data dari kuisioner tentang 7p di Coffee Radio. Dari hasil kuisioner, penulis mengetahui pendapat pengunjung tentang place, product, price, promotion, people, physical evidence process dan kritik saran Coffee Radio kemudian menganalisa SWOT. Kesimpulannya, Coffee Radio adalah salah satu cafe yang memberikan nuansa baru dengan homey konsep bagi anak muda di Klaten dan merupakan tempat nongkrong yang cukup nyaman. Menurut pendapat pengunjung, sebagian besar place, product, price, promotion, people, physical evidence dan process yang diberikan sudah bagus namun masih perlu adanya peningkatan pada fasilitas yang disediakan

This graduating paper aims at giving brief information about Coffee Radio. Then, it is to determine the marketing strategy used by Coffee Radio based on marketing mix using 7p. Additionally, this paper describes customer opinions about the place, product, price, promotion, people, process and physical evidence also general comment of Coffee Radio. The methods of collecting data are library research and field study. In the library research, the present writer studies several books, magazines, and materials from the internet which are related to the objects of the research. For field study, the present writer interviews the owner of Coffee Radio. In addition, the present writer also collects the data from questionnaire about 7p in Coffee Radio. From the questionnaire results, the present writer knows the opinion of the visitor such as place, product, price, promotion, people, process and physical evidence of and general comment Coffee Radio then analyze using SWOT. In conclusion, Coffee Radio is one cafe that creates cafe with a new atmosphere and homey concept for young people in Klaten and become one of famous place to hang out. Based on the questionnaire, the criteria of the place, product, price, promotion, people, physical evidence and process offered were excellent but the facilities provided still need mostly to be improved.

Kata Kunci : Marketing Strategi, SWOT analysis, Coffee Radio