Analisis Strategi Pemasaran Coffee Shop Loja, Kota Sangatta, Kutai Timur Dengan Metode Swot Analysis

Theresia Pawitra; Peslianti  Rice Mellolo; Dharma  Widada

doi:10.55377/jis.v6i1.12730

Theresia Pawitra Universitas Mulawarman
Peslianti Rice Mellolo Universitas Mulawarman
Dharma Widada Universitas Mulawarman

DOI: https://doi.org/10.55377/jis.v6i1.12730

Keywords: EFE, IE matrix, CPM, SWOT Matrix, Coffee Shop

Abstract

Loja Coffee Shop in Sangatta, East Kutai, has experienced sales fluctuations due to new competitors. Identification results revealed 10 internal and 10 external factors, with an IFE score of 2.781 and an EFE score of 2.48. A CPM analysis showed Loja’s advantage over De’Atake Cafe. A customer questionnaire yielded a score of 24.37. The IE Matrix suggests a hold-and-maintain strategy. The SWOT analysis produced SO, ST, WO, and WT strategies, with priorities on market expansion, market growth improvement, and profit maximization. The expansion strategy involves opening new branches or franchises in potential locations. Other strategies include partnerships with the government, growth in online markets, digital payments, and social media promotions. To maximize profits, Loja can implement upselling, holiday discounts, and bundle offers. Maintaining flavor quality is also essential as a key differentiator.

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