ANALISIS STRATEGI BAURAN PEMASARAN COFFEE SHOP DENGAN METODE IMPORTANCE PERFOMANCE ANALYSIS

Abstract

Coffee Shop "X" is the Coffee Shop which was established since 2003 located on Jl H. Wasid  Bandung. Coffee Shop “X† has offer a three kind of concept  there is coffee, library and gallery. To survive and win the competition with similar business, Coffee Shop “X†should always do the development of the coffee shop with the right marketing strategy, which is necessary to do the analysis using Importance Performance Analysis. The purpose of this study was to determine the attributes of marketing mix strategy which should be improved or developed in the Coffee Shop "X". The expected benefits of this research is to provide information about the level of interest of the visitors to the marketing mix strategy Coffee Shop "X" and can provide input to the company regarding marketing mix strategy must be improved or developed. The results of the calculation Importance Performance Analysis shows the attributes that are a priority for repair are attributes that were in the first quadrant, the Variation menu, Ease in reaching the location, facilities Coffee Shop "X" (comfort and cleanliness of the toilet), the selection of advertising media (promotion channel selection), and the price of food. The attributes that are second proprity to repair the attributes that are in quadrant III that the quantity of food / beverages served, discounts. Attributes that are considered important and are in accordance with the expected so that could be an asset to be developed are the attributes that are in quadrant II.