Strategi Pemasaran Pada Industri Kopi (Studi Kasus pada Usaha Kopi Saiyo di Kota Padang Panjang)

Authors

  • Dhiya Fadhilah Angeni Universitas Andalas
  • Yusmarni sayuti Universitas Andalas
  • Widya Fitriana Universitas Andalas

DOI:

https://doi.org/10.25077/joseta.v7i3.802

Abstract

Usaha Kopi Saiyo, produsen kopi bubuk tertua di Kota Padang Panjang, menghadapi masalah pemasaran karena belum optimalnya promosi digital. Penelitian ini bertujuan merumuskan strategi pemasaran yang efektif dengan menganalisis faktor internal dan eksternal. Metode studi kasus digunakan, melibatkan analisis Matriks IFE, EFE, IE, SWOT, dan QSPM. Hasil analisis menunjukkan nilai IFE 2,96 dan EFE 3,13, menempatkan Kopi Saiyo pada posisi sel II (grow and build). Berdasarkan Matriks SWOT, dirumuskan lima strategi alternatif: (1) memaksimalkan e-commerce; (2) mengoptimalkan teknologi untuk manajemen keuangan; (3) meningkatkan kapasitas produksi; (4) membuat gerai baru; dan (5) mengembangkan varian produk. Melalui Matriks QSPM, strategi terbaik dengan nilai tertinggi (6,29) adalah pengembangan produk alternatif dengan menciptakan varian baru Kopi Saiyo. Strategi ini diharapkan dapat menjadi solusi untuk meningkatkan daya saing dan jangkauan pasar Kopi Saiyo.

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Published

2025-12-31

Issue

Vol. 7 No. 3 (2025): December

Section

Research Articles

License

Copyright (c) 2025 Dhiya Fadhilah Angeni, Yusmarni sayuti, Widya Fitriana

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