ANALISIS STRATEGI PEMASARAN DI KEDAI KOPI JANJI JIWA CABANG KOTA PALU

MARKETING STRATEGY ANALYSIS AT JANJI JIWA COFFEE SHOP PALU CITY BRANCH

Abstract

This study aims to determine the marketing strategy carried out by the Janji Jiwa coffee shop in Palu branch and 
determine the right strategy for the Janji Jiwa Coffee shop in dealing with competitors. This type of research is 
descriptive qualitative research. Using various methods for data collection in this study, namely Observation, 
Interview, and Questionnaire. Research informants include three kinds of informants, namely key informants, main 
informants, additional informants, these informants were determined by purposive technique. This study uses the 
SWOT analysis method. Based on the results of the study, it shows that the marketing strategy at the Janji Jiwa 
coffee shop is in quadrant I. An aggressive strategy is an important step that must be taken to increase growth and 
achieve maximum progress. The strategy that must be done is to increase the variety of products, always make 
new innovations every month and use selected local raw materials. The strategy undertaken is expected to be used 
in dealing with many competitors with similar products offered in Palu City and can also attract many coffee 
enthusiasts or lovers in Palu City.