STRATEGI PEMASARAN USAHA KAFE KUCING “CATS AND COFFEE” JLN. BOUGENVILE, GEJAYAN, YOGYAKARTA

Abstract

Penelitian ini bertujuan untuk mengetahui strategi bauran pemasaran pada: product, price, place, promotion, people, process, physical evidence dan hasil penelitian di Kafe Kucing“Cats and Coffee”. Penelitian ini menggunakan metode penelitian deskriptif kuantitatif. Teknik pengumpulan data menggunakan wawancara, observasi, angket, dan dokumentasi. Hasil penelitian menunjukkan bahwa dalam strategi bauran pemasaran yang diperoleh dari konsumen menyatakan mayoritas kategori baik sebesar: (1) aspek product 54 responden (54%), (2) aspek price 47 responden (47%), (3) aspek place 57 responden (57%), (4) aspek promotion 70 responden (70%), (5) aspek people 84 responden (84%), (6) aspek process 56 responden (56%), (7) aspek physical evidence 58 responden (58%), (8) hasil penelitian strategi bauran pemasaran Kafe Kucing “Cats and Coffee” dapat disimpulkan bahwa strategi pemasaran yang sudah dilakukan pihak kafe dengan baik yaitu pada aspek promotion dan people. Yang perlu terus ditingkatkan yaitu pada aspek product, price, place, process, dan physical evidence.
Kata kunci: strategi pemasaran, promotion, Cats and Coffee.

This study aims to investigate marketing mix strategies for: product, price, place, promotion people, process, physical evidence, and the results at Kafe Kucing “Cats and Coffee”. The study employed the quantitative descriptive method. The data were collected through interviews, observations, questionnaires, and documentation. The results of the study regarding the aspect in the marketing mix strategies obtained from the consumers, the majority is good according to: (1) product aspect 54 respondents (54%), (2) price aspect 47 respondents (47%), (3) place aspect 57 respondents (57%), (4) promotion aspect 70 respondents (70%), (5) people aspect 84 respondents (84%), (6) process aspect 56 respondents (56%). (7) physical evidence aspect 58 respondents (58%), (8) From the results of the study on marketing mix strategies at Kafe Kucing “Cats and Coffee”, it can be concluded that the marketing strategies that the café applies well are on the promotion and people aspects. The product, price, place, process, and physical evidence aspects still need to be improved.
Keywords: marketing strategies, promotion, Cats and Coffee.